3Q Digital Q1 2017 Facebook Advertising Report

What metrics moved, and why? We examine Facebook advertising data from the last quarter and dive into platform developments that fueled the trends.

3Q Digital Q1 2017 Facebook Advertising Report

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As has been the case for the last couple of years, competition for Facebook advertising inventory increased in Q4 of 2016, which resulted in higher costs and lower reach. That said, Facebook has made some major changes to its platform that have improved conversion rates across the board, encouraging advertisers to continue to invest more in the platform.

In this report, we’ll recap announcements and changes that influenced the platform’s numbers over the past year. Next we’ll do a deep dive into the overall year-over-year performance that we saw on Facebook in our accounts for Q4 2016. We’ll do the same for major announcements and changes in Q4 alone and show the quarter-over-quarter comparisons shaped by seasonality and those advancements. The report will wrap up with a quick discussion on how we think advertisers should look ahead to 2017.

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