Table 1.
Engagement metrics by trial condition, age, and gender.
| Trial condition, gender, and age (years) | Impressions (N=153,768), n (%) | Clicks (N=7263), n (%) | Click rate, % | Conversions (N=1657), n (%) | Conversion rate, % | Total conversion rate, % | |
| Nonexplicit trial, gender male | |||||||
|
|
18-24 | 6191 (4.03) | 308 (4.24) | 4.97 | 39 (2.35) | 12.66 | 0.63 |
|
|
25-34 | 6955 (4.52) | 261 (3.59) | 3.75 | 52 (3.14) | 19.92 | 0.75 |
|
|
35-44 | 6770 (4.40) | 313 (4.31) | 4.62 | 77 (4.65) | 24.60 | 1.14 |
|
|
45-54 | 6975 (4.54) | 398 (5.48) | 5.71 | 122 (7.36) | 30.65 | 1.75 |
|
|
55-64 | 4644 (3.02) | 257 (3.54) | 5.53 | 93 (5.61) | 36.19 | 2.00 |
|
|
≥65 | 2695 (1.75) | 169 (2.33) | 6.27 | 36 (2.17) | 21.30 | 1.34 |
|
|
All ages | 34,230 (22.26) | 1706 (23.49) | 4.98 | 419 (25.29) | 24.56 | 1.22 |
| Nonexplicit trial, gender female | |||||||
|
|
18-24 | 13,243 (8.61) | 796 (10.96) | 6.01 | 89 (5.37) | 11.18 | 0.67 |
|
|
25-34 | 17,448 (11.35) | 708 (9.75) | 4.06 | 135 (8.15) | 19.07 | 0.77 |
|
|
35-44 | 17,996 (11.70) | 869 (11.96) | 4.83 | 180 (10.86) | 20.71 | 1.00 |
|
|
45-54 | 18,963 (12.33) | 1013 (13.95) | 5.34 | 311 (18.77) | 30.70 | 1.64 |
|
|
55-64 | 12,675 (8.24) | 737 (10.15) | 5.81 | 187 (11.29) | 25.37 | 1.48 |
|
|
≥65 | 6326 (4.11) | 398 (5.48) | 6.29 | 98 (5.91) | 24.62 | 1.55 |
|
|
All ages | 86,651 (56.35) | 4521 (62.25) | 5.22 | 1000 (60.35) | 22.12 | 1.15 |
| Explicit trial, gender male | |||||||
|
|
18-24 | 1825 (1.19) | 62 (0.85) | 3.40 | 4 (0.24) | 6.45 | 0.22 |
|
|
25-34 | 2281 (1.48) | 62 (0.85) | 2.72 | 21 (1.27) | 33.87 | 0.92 |
|
|
35-44 | 2052 (1.33) | 64 (0.88) | 3.12 | 13 (0.78) | 20.31 | 0.63 |
|
|
45-54 | 1941 (1.26) | 76 (1.05) | 3.92 | 19 (1.15) | 25.00 | 0.98 |
|
|
55-64 | 1351 (0.88) | 54 (0.74) | 4.00 | 15 (0.90) | 27.78 | 1.11 |
|
|
≥65 | 841 (0.55) | 46 (0.63) | 5.47 | 8 (0.48) | 17.39 | 0.95 |
|
|
All ages | 10,291 (6.69) | 364 (5.01) | 3.54 | 80 (4.83) | 21.98 | 0.78 |
| Explicit trial, gender female | |||||||
|
|
18-24 | 3436 (2.23) | 104 (1.43) | 3.03 | 16 (0.97) | 15.38 | 0.47 |
|
|
25-34 | 4474 (2.91) | 108 (1.49) | 2.41 | 21 (1.27) | 19.44 | 0.47 |
|
|
35-44 | 4489 (2.92) | 140 (1.93) | 3.12 | 30 (1.81) | 21.43 | 0.67 |
|
|
45-54 | 4824 (3.14) | 136 (1.87) | 2.82 | 37 (2.23) | 27.21 | 0.77 |
|
|
55-64 | 3381 (2.20) | 97 (1.34) | 2.87 | 28 (1.69) | 28.87 | 0.83 |
|
|
≥65 | 1992 (1.30) | 87 (1.20) | 4.37 | 26 (1.57) | 29.89 | 1.31 |
|
|
All ages | 22,596 (14.69) | 672 (9.25) | 2.97 | 158 (9.54) | 23.51 | 0.70 |
| Combined trial | |||||||
|
|
All ages, male | 44,521 (28.95) | 2070 (28.50) | 4.65 | 499 (30.11) | 24.11 | 1.12 |
|
|
All ages, female | 109,247 (71.05) | 5193 (71.50) | 4.75 | 1158 (69.89) | 22.30 | 1.06 |