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.

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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.