Table 1.

Facebook advertisement performance measures.

Level of performance	Level of engagement	Performance measure	Definition
Exposure	—a	Impressions	Number of times the advertisement appeared in News Feeds
Exposure	—	Reach	Number of individuals exposed to the Facebook advertisement
Engagement	Low	Reactions	Number of times people responded to an advertisement by clicking “like,” “love,” “wow,” “haha,” “sad,” or “angry”
Engagement	Low	Link clicks	Number of people who clicked a link on the Facebook advertisement
Engagement	Low	Page likes	Number of people who liked the LungCancer.net Facebook page
Engagement	Medium	Shares	Number of times people shared the advertisement
Engagement	Medium	Comments	Number of times people commented on the Facebook advertisement
Engagement	High	Opt ins	Number of people who signed up to join the LungCancer.net community

^aNot applicable.