Q4 2013 was the biggest quarter in Facebook retargeting history as direct-response advertisers spent more marketing dollars on the channel proven to drive ROI at scale.


When retargeting on the Facebook Exchange made its debut in 2012, the Facebook landrush quickly began as advertisers set out to capture high-converting, high-revenue customers in the masses. Within the last year, the explosive growth and increasing efficiencies prompted direct response marketers to allocate more marketing dollars to a new channel with performance that rivals paid search.

2013 marks the first holiday season with year-over-year data on FBX, and Triggit took a deep dive into its own global performance data to come away with these Global Facebook Retargeting Trends. A sneak peek at some of the trends:

-Efficiency gains were prominent as FBX retargeting drove more clicks with fewer impressions, leading to a 58% increase in click-through-rate (CTR) year-over-year.
-Cost per conversion plummeted by 18% compared to a year ago.
-Average spend per advertiser reached an all-time high, increasing 127% since the 2012 holiday season.

Check out the infographic to see the full year-over-year analysis including the data broken out by vertical and region.

Global Facebook Retargeting Trends Holiday 2013 (5)

Regardless of how you slice and dice it, one main takeaway remains: Facebook retargeting is still on the rise, and and for direct-response advertisers looking to drive ROI, they need to take advantage of this if they aren’t already.

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Prachi Mishra
Prachi Mishra is a Marketing Manager at Triggit, where she explores her passion for data-driven marketing. She discovered the world of online advertising after working in Category Management for General Mills. Prachi graduated with a BSB from the University of Minnesota's Carlson School of Management, where she studied marketing.