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Recap: Facebook’s Q2 2014 Earnings Call

Written by: Juliana Casale, Director of Marketing

Facebook’s been busy since its f8 developer conference back in April, when the company announced a majority of mobile ad revenue (59%) and the launch of the Facebook Audience Network. Over the past few months, the social network has garnered headlines for its right-hand side ad redesign, the acquisition of online video advertising platform LiveRail, and most recently, its testing of a direct action “Buy” button geared toward ecommerce companies.

The advertising community has eagerly anticipated Facebook’s Q2 earnings report yesterday, a chance to hear directly from CEO Mark Zuckerberg and COO Sheryl Sandberg about what the future holds for its 1.23 billion users — and the marketers interested in reaching them.

In case you missed the call (or need a handy reference), here is a summary from last night’s call:

Stats and Facts


  • The Facebook community is comprised of 1.32 billion monthly visitors, 63% visiting daily
  • There are over 1.5 million active advertisers on Facebook
  • More than 80% of top apps on iOS and Android use anonymous Facebook Login and hundreds now use App Links


  • 829 million people use Facebook mobile every day and 1 billion every month
  • In the US, users average 40 minutes each day on Facebook – accounting for 1 in 5 minutes spent on mobile in the US
  • Facebook users perform over 1 billion search queries per day


  • Q2 revenues totaled $2.9 billion (up 67% YoY), with mobile accounting for 62% at $1.66 billion
  • Price per ad climbed 123%, with Facebook citing targeting efficiency, high ROI, and reduced advertising space
  • Custom Audiences are used by 91 of the Ad Age 100 leading national advertisers

Takeaways for Advertisers

Mark, Sheryl and CFO Dave Ebersman placed a strong emphasis that many Facebook initiatives are in early stages, with the social network taking pains to put solid infrastructures in place. This emphasis in the call comes off from recent acquisitions of Oculus and LiveRail and recent product announcements around products like video ads, “Buy” buttons, and Facebook Audience Network.

The Q2 call was also heavy on themes of ad relevance and targeting. Mobile growth continues to skyrocket, Facebook continues to emphasize a high quality marketing ecosystem with its products, and advertisers continue to generate strong return on ad spend. The company expects already effective products such as Website Custom Audiences and video to garner increased demand from advertisers.

Looking for more coverage of the call? Here are a couple places to start:

Or you can go straight to Facebook investor relations to view the slides, listen to the call, and read the transcript in full.

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