Table 2.
Engagement with the chlamydia testing advert, page, and the number of test kits before and after the targeted Facebook advertisement.
| Variables | Number of online actions before advertisement* | Number of online actions during advertisement period** |
|---|---|---|
| Engagement with the chlamydia testing advert (Facebook analytics) | ||
| Total number of people reached via the advert | 78,458 | |
| Total number of advert impressions | 348,777 | |
| Total number of the advert being watched (> 3 seconds) | 22,255 | |
| Percentage of the advert being viewed | (19%) | |
| Average number of times the advert being shown to one person | 4.46 | |
| Total number of visits to the chlamydia testing landing page | 2825 | |
| Engagement with the chlamydia testing page (Google analytics) | ||
| Direct entrance on the Chlamydia testing kit page | 750 | 2835 (+277%) |
| Indirect chlamydia testing kit page visit | 3175 | 6374 (+101%) |
| Direct entrance to general sexually transmitted infection testing page | 6699 | 7893 (+18%) |
| Sexual health website: home page | 22,372 | 22,372 (+6%) |
| Sexual health website: online booking page | 18,181 | 23,221 (+28%) |
| Sexual health website: main order test kit page | 12,486 | 14,170 (+13%) |
| Sexual health website: clinic finder page | 9643 | 11,471 (+19%) |
| Sexual health website: condom by post distribution page | 7730 | 8829 (+14%) |
| Total number of chlamydia tests requested | 2042 | 2874 (+41%) |
| Total number of samples tested | 365 | 472 (+29%) |
| Total number of positive chlamydia results | 44 | 60 (+36%) |
*Study period (baseline): 4 August to 14 September 2017; **Intervention period: 15 September to 26 October 2017