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Lead Gen and Ecommerce Ad Spend: A Study in Seasonality, Contrasts

Written by: Shane O'Neill, Director of Content

Facebook and Instagram have proven time and again that they’re profitable channels for lead generation and ecommerce advertisers. But although these sectors have different goals and audiences, they are both affected by seasonality and shifts in user behavior.

Our new snapshot report explores ad spend trends among Nanigans’ lead gen and ecommerce customers across the US, EMEA and APAC regions. We limited our focus to Q4 of 2018 and Q1 of 2019, critical times for both sectors but for different reasons.

lead generation vs. ecommerce

The chart above shows the seasonality for lead generation (gold) and ecommerce (blue) advertisers, using October as a baseline. You can see the two have opposite strategies during Q4 and Q1. While lead-gen ad spend climbs in January after modest December spend, ecommerce ad spend drops in January from a yearly high in November/December.

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For these Facebook/Instagram ad spend insights and more, download the complete Facebook and Instagram Global Snapshot Report: Lead Generation Vs. Ecommerce Ad Spend report.

You’ll get exclusive analysis of Facebook and Instagram ad spend trends based on Nanigans’ customers around the globe. We also break down lead generation ad spend peaks and valleys for all of 2017 and 2018. And finally, we offer a week-by-week analysis of ecommerce ad spend during the critical November and December holiday months.

Download the Report

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