[Infographic] SHIFT's Global Facebook Advertising Insights Report: Q4 2014

For the last three quarters, we have put together reports around key metrics and verticals based on data from our clients' Facebook® campaigns - this report covers the final quarter of 2014.  To view the full infographic, click here or on the image below.

The first section, Q4 Benchmark by Vertical, reveals benchmarks based on SHIFT client data. These are calculated using the average for each performance metric across the top verticals for all Q4 campaigns managed through SHIFT’s Facebook ads solution. Marketers may use these as a baseline to understand general results, though numerous variables affect final performance including creative, targeting, budget, initiative type, and more. It is also important to note that these metrics can be skewed from quarter to quarter as different some advertisers move in and out of the SHIFT portfolio. For the second quarter in a row, Auto maintained its lead in CTR with nearly 4% CTR, up from almost 3% in Q3. Auto also saw the lowest CPCs this quarter, but the lowest CPMs went to Telecommunications clients.

The second section, Q3 vs Q4 Percentage Growth, shows increased CTR for the Auto and Financial Service verticals. This represents an increase in the number of clicks per impression, which is an indicator that advertisers are delivering the right message to the right audience. All verticals saw an uptick in cost for both CPC and CPM, but this is to be expected as there are more advertisers in the ecosystem and thus more competition, due to Facebook’s constantly improving and evolving ad performance.

The last section, Year over Year by Vertical, highlights broader trends from the year as a whole. Overall the click through trend is positive across most verticals, showing strong year-over-year (YoY) growth (Q4’14/Q4’13), while costs per click have increased at a slower rate over the same period. Continuing its success from Q3’s YoY report, Auto again had the strongest YoY growth with a CTR increase of over 700%.

Please note this data is based on activity transacted through SHIFT's Facebook ads solution, not based on Facebook's own data. These are SHIFT benchmarks, susceptible to client specific, product specific and campaign specific skews.

We hope you find this infographic to be a useful guide which helps provide clarity around your Facebook marketing initiatives. For additional comparison to last quarter, please read our Q3 2014 Global Facebook Advertising Insights Report here. You can also find our Q2 report here