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Q4 2016 Benchmark Report: The Holidays Deliver Higher Returns on Facebook Ad Spend

Written by: Andrew Waber, Market Insights and Media Relations Manager

Throughout the competitive holiday advertising season in Q4 2016, performance marketing teams using Nanigans had a banner quarter on Facebook.

Return on ad spend (ROAS) among ecommerce advertisers increased an average of 33% year-over-year, on a same-advertiser basis. At the same time, purchase rates skyrocketed 68%.

Nanigans - Q4 2016 Ecommerce Advertiser ROAS, Facebook

More than ever, online retailers also focused on driving new and repeat purchases from customers on mobile. While desktop advertising remains an important part of the mix, the share of ad spend allocated to reaching mobile audiences grew 23% year-over-year on a same-advertiser set basis.

Ecommerce companies dominate during the holiday advertising season, but they weren’t the only big story in Q4. Across all advertisers leveraging Nanigans, Facebook’s dynamic ads reached new heights of popularity. The format captured a 164% greater share of total ad spend when compared to Q4 one year prior. As advertisers continue to drive higher returns — particularly for retargeting — their adoption of Facebook’s dynamic ads only increases.

Mobile video ads also hit a record high in Q4 2016, and our latest Global Facebook Advertising Benchmark Report has everything you need to know. It’s full of exclusive data and insights, and it makes for essential reading for marketing teams looking to scale profit-driven advertising on Facebook.

This report highlights:

  • CTR, CPM, and CPC trends for Facebook ads by vertical and geographic market
  • Insights on how ecommerce advertisers are achieving higher returns
  • Data on skyrocketing adoption of Facebook’s dynamic and mobile video ads

Download the report today for valuable insights to fuel a smarter data-driven Facebook advertising in the year ahead.

Download the Report

Q4 2016 Global Facebook Advertising Benchmark Report

  • #1 most downloaded Nanigans report series
  • 26 key performance metrics
  • 6 full pages of expert insights

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