Table 4.

Cost, impressions, website visits, and sign-ups for each Facebook advertisement ordered by cost per visit.

Facebook advertisement	Real cost, $	Outcomes			Cost per outcome
		Impressions	Visits	Sign-ups	Cost per impression, $	Cost per visit, $
Feeda, diabetes, male	85.49	3805	127	2	0.02	0.67
Side, healthb, female	2500.92	259,992	3237	53	0.01	0.77
Side, health, female, all ages	646.91	175,051	762	0	0.00	0.85
Side, health, male, all ages	123.72	65,069	144	0	0.00	0.86
Side, health, male	566.64	113,949	648	9	0.00	0.87
Side, cancer, female	144.44	19,456	165	1	0.01	0.88
Feed, diabetes, female	315.09	11,828	354	9	0.03	0.89
Side, diabetes, male	241.46	3111	268	2	0.08	0.90
Side, depression, male	38.06	3901	39	0	0.01	0.98
Side, diabetes, female	564.05	8051	547	2	0.07	1.03
Side, heart, male	215.47	6141	210	1	0.04	1.03
Side, heart, female	590.06	13148	569	7	0.04	1.04
Side, depression, female	87.72	7310	84	0	0.01	1.04
Side, cancer, male	29.49	5043	24	0	0.01	1.23
Feed, cancer, female	103.17	5123	72	0	0.02	1.43
Feed, heart, female	111.42	4663	65	0	0.02	1.71
Feed, depression, female	116.73	5054	67	0	0.02	1.74
Feed, health, female	93.03	6400	48	15	0.01	1.94
Feed, health, female, all ages	80.34	9584	41	0	0.01	1.96
Feed, health, male	32.67	3709	16	1	0.01	2.04
Feed, heart, male	14.18	1019	6	1	0.01	2.36
Feed, health, male, all ages	45.36	6,037	19	0	0.01	2.39
Feed, cancer, male	22.61	1382	8	0	0.02	2.83
Feed, depression, male	8.98	735	3	0	0.01	2.99
Can’t remember	–	–	–	37	–	–
Total	6778.01	739,561	7523	140	0.01	0.90

^aFeed advertisements are displayed on the user’s newsfeed alongside posts from their Facebook friends and groups, and side advertisements are displayed on the right border of the Facebook webpage.

^bHealth refers to advertisements that were not targeted to a physical activity‒related chronic disease.