Table 2.

Clicks, CTR^a,b, and CPC^c,d metrics from Google- (N=73,956) and Facebook-driven (N=44,698) marketing messages.

Campaign phases				Clicks, n (%)		CTR (%)		CPC (US $)
Phase 1 (2018)
	Googlee
		English	19,782 (26.75)		2.01		0.20
	Facebook
		English	11,822 (26.45)		1.89		0.30
Phase 2 (2019)
	Googlee
		English	16,284 (22.02)		2.41		0.18
		Spanish	18,138 (24.53)		1.80		0.12
		Total	34,422 (46.54)		2.04		0.15
	Facebook
		English	9711 (21.73)		2.18		0.34
		Spanish	3595 (8.04)		1.65		0.34
		Total	13,306 (29.77)		2.01		0.34
Phase 3 (2020)
	Googlee
		English	8262 (11.17)		2.49		0.23
		Spanish	11,490 (15.54)		0.61		0.16
		Total	19,752 (26.71)		0.89		0.19
	Facebook
		English	11,820 (26.44)		2.18		0.14
		Spanish	7750 (17.34)		1.28		0.15
		Total	19,750 (44.19)		1.71		0.19

^aCTR: click-through rate.

^bTotal number of clicks on the paid digital marketing message divided by the total number of impressions.

^cCPC: cost per click.

^dTotal cost of the paid digital marketing campaign divided by the number of clicks on a marketing message.

^eFor Google, the messages were only served on Android devices, not Apple devices, because of a tracking pixel needed to share data between Google and Apple.