REPORT: Facebook’s 4Q CTRs Soar Year-Over-Year


FourthQuarterKey650Facebook will hold its fourth-quarter and full-year-2014 earnings call Wednesday after market close, and digital marketing agency 3Q Digital examined year-over-year advertising trends for the period.

3Q Digital analyzed more than 1 billion impressions during the fourth quarter of 2014 and found that:

  • Click-through rates rose 364 percent year-over-year, due to factors including more advanced creative testing and greater adoption of Facebook’s custom audiences ad-targeting options.
  • Costs per click rose 35 percent year-over-year.
  • Looking specifically at the retail industry, CTRs rose 392 percent and cost per thousand impressions (CPMs) tripled. CPMs also more than doubled for mobile.

3Q Digital senior director of social Dayna Moon wrote in a blog post:

The numbers are staggering and tell a clear story: The market has reacted positively to the changes in regards to user experience; mobile adoption both domestic and internationally has aided growth in engagement; and costs, particularly on mobile and video, will no doubt play a role as we expect these trends to continue.

Readers: What do you expect out of Facebook’s earnings call?

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1Q 2014: Facebook Tops 1B Mobile MAUs; Revenue Of $2.27B Up 82% Year-Over-Year


1Q2014MobileMAUs650Facebook topped 1 billion monthly active users in October 2012, and the social network announced another milestone in its first-quarter-2014 earnings release, as it has now surpassed 1 billion mobile MAUs, ending the quarter at 1.008 billion.

Mobile MAUs were up 34 percent compared with the first quarter of 2013, and other user statistics included:

  • 1.28 billion MAUs, up 15 percent year-over year.
  • 341 million mobile-only MAUs, up 80 percent.
  • 802 million daily active users, up 21 percent.
  • 609 million mobile DAUs, up 43 percent.

On the financial front, Facebook reported revenue of $ 2.5 billion in the first quarter of 2014, up 72 percent from $ 1.46 billion in the year-ago period.

Revenue from advertising was $ 2.27 billion, up 82 percent, and mobile ad revenue accounted for some 59 percent of total ad revenues in the quarter, compared with about 30 percent in the first quarter of 2013.

GAAP (generally accepted accounting principles) net income for the period was $ 642 million, up 193 percent from $ 219 million in the first quarter of 2013, and GAAP-diluted earnings per share of $ 0.25 were up 178 percent from $ 0.09 in the year-ago quarter.

Non-GAAP net income was $ 885 million, up 184 percent from $ 312 million in the previous-year period, and non-GAAP-diluted EPS was $ 0.34, up 183 percent from $ 0.12 in the first quarter of 2013.

Increased headcount and infrastructure expense helped push GAAP costs and expenses for the first quarter of 2014 to $ 1.43 billion, up 32 percent compared with the year-ago quarter. Excluding share-based compensation and related payroll tax expenses, non-GAAP costs and expenses of $ 1.13 billion were up 26 percent from the first-quarter-2013 total of $ 895 million.

Facebook Co-Founder and CEO Mark Zuckerberg said in the earnings release:

Facebook’s business is strong and growing, and this quarter was a great start to 2014. We’ve made some long-term bets on the future while staying focused on executing and improving our core products and business. We’re in great position to continue making progress toward our mission.

Readers: Did any of the first-quarter-2014 results reported by Facebook surprise you?


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