Table 2.

Performance of Facebook Ads by Message Frame

	Website clicks	Impressions	CTR	Amount spent	CPC
Total	2866	406,453	0.71%	$2,358.08	$1.22
Marijuana-focused	2423	338,552	0.72%	$2,000.73	$1.21
Parenting focused	443	67,901	0.65%	$357.35	$1.24
Loss-framed	1645	226,195	0.71%	$1,320.43	$1.23
Gain-framed	1245	180,258	0.69%	$1,037.65	$1.20
Marijuana-focused/loss-framed	1350	185,694	0.73%	$1,104.61	$1.22
Marijuana-focused/gain-framed	1073	152,858	0.70%	$896.12	$ 1.20
Parenting-focused/loss-framed	271	40,501	0.67%	$215.82	$ 1.26
Parenting-focused/gain-framed	172	27,400	0.63%	$141.53	$ 1.22

Impressions = number of times the ad was delivered; CTR = Click-through-rate based on impressions; CPC = Cost per click.