Table 1.
Facebook ad campaign performance
| IDa
Objective & Ad set |
Budget, US $ | Schedule | Reach | CTRb, % | Page likes | Web clicks | Video views | PPEe | Shares | Comments |
| A1 Page likes |
$4125 | Weeks 1-11 | 146,179 | 3.57 | 9009 |
|
|
|
|
|
| B1 Web clicks: CPCc bid |
$2250 | Week 4 | 345,587 | 3.77 | 30 | 9563 |
|
|
267 | 99 |
| B2 Web clicks: CPMd bid |
$3500 | Weeks 9-11 | 1.2 million | 0.13 | 8 | 6395 |
|
|
25 | 1 |
| C1 Video views: newborn screening |
$1500 | Week 3 | 134,521 | 0.87 | 23 |
|
85,283 |
|
17 | — |
| C2 Video views: biobanking |
$2250 | Weeks 7-8 | 302,768 | 2.27 | 32 |
|
146,197 |
|
102 | 14 |
| D1 Page post engagement: map |
$375 | Week 5 | 119,266 | 10.92 | 22 |
|
|
12,108 | 41 | 374 |
| D2 Photo album engagement: “Where were you spotted?” |
$375 | Week 5 | 87,680 | 11.55 | 40 |
|
|
7445 | — | 130 |
| D3 Photo album engagement: posterboard perspectives |
$750 | Week 6 | 173,121 | 9.41 | 22 |
|
|
16,413 | — | 24 |
|
Totals |
$15,000 | (All) | 1.88 million |
|
9186 | 15,958 | 231,480 | 35,966 | 452 | 642 |
aID: identifier
bCTR: click-through rate
cCPC: cost per click
cCPM: cost per 1000 impressions
ePPE: page post engagement