Table 2.
Recruitment-focused phase (U.S.) n = 540: recruitment costs and performance metrics by language including posts and ads.
| Metric type | Total | Spanish | English |
|---|---|---|---|
| Impressions | 1,430,119 | 901,367 | 528,752 |
| Reach | 1,034,038 | 632,339 | 401,699 |
| Frequency | 1.38 | 1.45 | 1.32 |
| Link clicks | 25,835 | 16,486 | 9349 |
| UOC | 23,613 | 15,072 | 8541 |
| Shares | 1887 | 1513 | 374 |
| Comments | 491 | 359 | 132 |
| Reactions | 3828 | 3120 | 708 |
| Social reach | 8359 | 7106 | 1253 |
| CTR, % | 1.81 | 1.83 | 1.77 |
| CPC, US$ | $0.43 | $0.43 | $0.44 |
| Consent to the study (FB) | 540 | 275 | 265 |
| Facebook mobile | 475 | 266 | 209 |
| Facebook website | 65 | 9 | 56 |
| Conversion rate (FB) | 2.29% | 1.82% | 3.10% |
| Total spent | $11,203.40 | $7098.96 | $4104.44 |
| Cost-per-consent (FB, US$) | $20.75 | $25.81 | $15.49 |
Note. CPC = cost-per-click; CTR = click-through-rate; FB = Facebook; UOC = Unique Outbound Clicks; all costs measured in U.S. dollars (US$).