Twitter is delivering four times the revenue per visitor this year over last year, and Facebook’s ad click-through rate has jumped 275%, according to new research looking into social media return-on-investment (ROI).
The Q3 Adobe Social Intelligence report indicates that Facebook’s ad clicks, ad impressions and advertisers’ return on investment were all higher in 2013 than in 2012.
According to the study, which took into account more than 131 billion Facebook ad impressions and 4.3 billion social engagements, Facebook ads were clicked 29% more often in 2013, and the return to investors was 58% higher than last year.
Other advertising metrics like cost-per-click were lower (by 40%), meaning advertising on Facebook is becoming cheaper and more effective, according to Tamara Gaffney, principal analyst of Adobe’s Digital Index. In some cases, Gaffney said, Facebook and other social platforms like Twitter and Pinterest are being undervalued by marketers using the last click model.
The last click model means that users may see an ad for an item they like on Facebook, then buy it online at a later date without going through Facebook to the retailer’s website. The purchase is still driven by the Facebook ad, but Facebook doesn’t always get the credit.
View some key charts from the Adobe report below:
Read the full report here