Table 2.
Performance of digital recruitment ads.
| Ad run dates | Impressions, n | Link clicks, n | Cost ($) | Study page contacts, n | People screened, n | People enrolled, n | Cost per click ($) | Cost per enrollee ($)a | |||||||||
| Digital platform: Facebook | |||||||||||||||||
|
|
5/21/2019-6/26/2019 | 51,435 | 580 | 886.43 | 15 | 6 | 4 | 1.53 | 221.60 | ||||||||
|
|
5/22/2019-6/26/2019 | 75,459 | 1033 | 1604.13 | 21 | 10 | 2 | 1.55 | 802.07 | ||||||||
|
|
5/24/2019-6/26/2019 | 106,992 | 2011 | 1825.5 | 18 | 1 | 0 | 0.91 | —b | ||||||||
|
|
5/24/2019-6/26/2019 | 10,852 | 183 | 226.46 | 2 | 0 | 0 | 1.24 | — | ||||||||
|
|
5/21/2019-6/30/2019 | 84,798 | 1118 | 1523.89 | 2 | 3 | 1 | 1.36 | 1523.89 | ||||||||
|
|
5/24/2019-6/26/2019 | 33,767 | 373 | 537.28 | 16 | 3 | 1 | 1.44 | 537.28 | ||||||||
| Digital platform: Google | |||||||||||||||||
|
|
05/13/2019-06/03/2019 | 9473 | 291 | 964.42 | 3 | 1 | 1 | 3.31 | 964.42 | ||||||||
|
|
05/13/2019-06/03/2019 | 876 | 23 | 50.59 | 2 | 0 | 0 | 2.20 | — | ||||||||
|
|
Mean | 46,706.50 | 701.50c | 952.34 | 9.88 | 3 | 1.13 | 1.36d | 846.52e | ||||||||
|
|
Total | 373,652 | 5612 | 7618.70 | 79 | 24 | 9 | N/Af | N/A | ||||||||
aValues were calculated by dividing the cost by the number of enrollees for each ad. – indicated that no enrollee was recruited through this ad.
bNot available.
cMeans for clicks and engagement values were rounded off to the nearest whole number. Unless otherwise indicated, these were calculated by dividing by the total number of ads (n=8).
dThis value was calculated by dividing the total cost of the ads for both platforms by the total link clicks.
eThis value was calculated by dividing the total cost of the ads for both platforms by the number of total enrollees.
fN/A: not applicable.