Screenshot 2015-03-07 01.46.55

Impressions, ad spend, and interactions come in at different intervals.
That’s why you can have CTR higher than 100% at times, as you’ve seen.
Or sometimes an absurdly high CPM, such as $20 to serve 50 impressions.

But in the case of this video, which comes a few minutes after the Golden State Warriors win at home over the Dallas Mavericks, it’s views versus impressions.
Organic or paid, not all videos are auto-play.

So it may well be possible that this video had a couple thousand impressions in the first 4 minutes.
Then nearly 300 people liked it in that time period, many who didn’t even watch the video.

For those Facebook marketers that prize engagement over impressions or fan base size, consider that many people click like in support, but don’t actually read posts.
This is especially true for longer videos and links that take them away from Facebook.

In a recent internal analysis, we found that average watch times on Facebook were double YouTube’s, for the same videos we were promoting.
Yet the CPCs are often higher on Facebook, meaning that you have a trade-off in quality versus quantity.

For those calculating the ROI of Facebook, consider that you have to add value in the impression, engagement, and conversion buckets for any post.
We call this the AEC funnel– for audience, engagement, and conversion.

Funnel Graphic2 V3

In the case of this particular video celebrating a Warriors win, we might not be driving much in immediate ticket sales, but we are driving branding and engagement.

In the longer run, which isn’t that long when you consider how close the playoffs are, we get more buzz, site traffic and conversions.
Expect to see more lift testing tools from Facebook in the next couple months to help you quantify this.

Meanwhile, you can calculate earned media value, email sign-ups, and holdback audience lift.
And I predict this will lead us reasonably close to measuring the real value of a fan by the end of the year.

How are you measuring the three parts of the funnel?

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Dennis Yu
Dennis Yu is the Chief Technology Officer of BlitzMetrics, a digital marketing company which partners with schools to train young adults. Dennis’s program centers around mentorship, helping students grow their expertise to manage social campaigns for enterprise clients like the Golden State Warriors, Nike, and Rosetta Stone. He’s an internationally recognized lecturer in Facebook Marketing and has spoken in 17 countries, spanning 5 continents, including keynotes at L2E, Gultaggen, and Marketo Summit. Dennis has been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, CBS Evening News and is co-author of Facebook Nation – a textbook taught in over 700 colleges and universities. He’s a regular contributor for Adweek’s SocialTimes column and has published in Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, Social Fresh, and Heyo. He held leadership positions at Yahoo! and American Airlines and studied Finance and Economics at Southern Methodist University as well as London School of Economics. He ran collegiate cross-country at SMU and has competed in over 20 marathons including a 70 mile ultramarathon. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at, his blog, or on Facebook.