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. Author manuscript; available in PMC: 2018 Feb 1.
Published in final edited form as: Addict Behav. 2016 Oct 25;65:207–213. doi: 10.1016/j.addbeh.2016.10.011

Table 1.

Average performance metrics for Facebook campaign.

Ad type Ad image Days Impressions (per day) Cost (per day) uClicks (per day) Actions (per day) Cost Per Action uCTR Cost Per uClick
Study-focused 1 graphic file with name nihms828964t1.jpg Take online surveys and earn up to $180 in gift cards. Enroll Now! 131 709,073 $159.01 296 8.73 $18.22 2.72% $0.54
Study-focused 2 graphic file with name nihms828964t2.jpg Earn up to $180 taking surveys. Have the chance to do fun, online activites. Enroll today! 130 275,913 $57.55 126 3.28 $17.56 1.52% $0.46
Study-focused 3 graphic file with name nihms828964t3.jpg Do you like to take surveys? Enroll in a Columbia Unversity study and earn up to $180! 34 388,921 $88.30 147 1.03 $85.77 0.46% $0.60
Study-focused 4 graphic file with name nihms828964t4.jpg Earn up to $180 taking surveys. Have the chance to do fun, online activites. Enroll today! 24 440,385 $97.84 176 3.13 $31.31 0.54% $0.56
Study-focused 5 graphic file with name nihms828964t5.jpg Earn up to $180 taking surveys. Have the chance to do fun, online activites. Enroll today! 17 291,940 $68.43 112 0.35 $193.89 0.38% $0.61
Incentive-focused 1 graphic file with name nihms828964t6.jpg Take online surveys and earn up to $180 in gift cards. Enroll Now! 50 386,523 $88.30 154 3.4 $25.97 0.90% $0.58
Incentive-focused 2 graphic file with name nihms828964t7.jpg Earn up to $180 taking surveys. Have the chance to do fun, online activites. Enroll today! 15 511,098 $88.42 182 1.2 $73.67 0.92% $0.49
Other Ads N/A 7 98,832–230,965 $10.72–$33.71 18–48 0 N/A 0.12% $0.58–$0.71

Note. “Other Ads” were five ads (one study-focused and four incentive-focused).