REPORT: Retailers On Facebook Seeing Click-Through Rates 3.75X Higher, 152% ROI In First Nine Months Of 2013

NanigansRetailCTRChartThe retail industry continues to thrive on Facebook, as retailers have achieved click-through rates in the first nine months of 2013 that were 3.75 times higher than the same period in 2012, and they are averaging a 152 percent return on investment, according to a study of more than 150 billion impressions from 100 retailers by Facebook social marketing platform Nanigans.

Nanigans also found that:

  • 57 percent of desktop ad spending by retailers is delivered in News Feed, but right-hand-side ads continued to deliver strong ROI, at 228 percent.
  • Nanigans saw a 37 percent increase in CPMs (cost per thousand impressions) from the first month of the quarter to the last month.
  • The number of retailers tracking mobile revenues tripled from the first quarter of 2013 through the third quarter.
  • iOS delivered ROI 17.9 times higher than Android.
  • Facebook Exchange ads in news feed delivered CTRs at 28 times the rate of right-hand-side ads, but 15 percent lower ROI.

Nanigans Chief Operating Officer Marc Grabowski said in a release announcing the report:

Incremental sales have become core to retailer Facebook advertising goals, and measuring the true ROI of these efforts is being increasingly demanded. While every retailer has a unique customer base and their results and strategies vary, we’re excited to offer a benchmark report specific to the sector with meaningful metrics and actionable strategy recommendations.

Retailers: How have your results fared compared with the findings by Nanigans?

Related Stories
Mediabistro Course

Facebook Marketing

Facebook MarketingStarting Janaury 13, work with the group marketing manager of social media at Microsoft/BingAds to build a fan base and grow your business on Facebook! In this course, Geoffrey Colon will teach you how to set up and enhance your company page, understand best practices and measuring your success, execute a monthly content strategy, and incorporate Facebook into your overall marketing efforts. Register now!