In advance of the Facebook Q4 Earnings Report, we compiled data from our own coffers to share with advertisers everywhere.

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Here are four pieces of Facebook advertising data we got from analyzing a sample of our client accounts in Q4 2015:

  • Instagram (rolled out to all advertisers) has cheaper clicks than Facebook, but every other metric is lagging.
  • The new lead gen ad performed far, far better on mobile than on desktop.
  • Spend was up 247% year over year, thanks to more demand (rising costs) and advertisers pumping more money into the high-performing channel.
  • Higher competition, you say? CPCs were up 94% from the previous quarter.

We go into a ton of detail on these and other insights in our Q1 2016 Facebook Advertising Report, which also covers new developments (Slideshow!) that marketers should keep a close eye on. The report is available for free download here thanks to Director of Social Brad O’Brien and his team.

Enjoy – and make sure you’re reading the report with an eye on putting budget where it will go to optimal use.

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Hillary Read
Hillary Read joined 3Q Digital in August 2011 after over 5 years of e-commerce site and product management at ivgStores, LLC, and Mercantila, Inc. Prior to 3Q, Hillary was a sportswriter for the Burlington (VT) Free Press and a sports copy editor for the Boston Globe. She graduated from Harvard with a degree in English; she has also spent time in New Mexico as an artist-in-residence (fiction writing) at the Helene Wurlitzer Foundation in Taos, NM. She is a sports zealot and has a working knowledge of French.