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I don't know about the experience with others, but I've built a few different online businesses over the years and I am always tracking my ROI on digital spend

I don't know about the experience with others, but I've built a few different online businesses over the years and I am always tracking my ROI on digital spend intensely. I have almost always found Facebook traffic to be extremely poor, especially when compared to Adwords. Obviously display vs. search advertising naturally have big differences in conversion rates, but the difference was always way more extreme than I had anticipated, to the point where I've just completely given up on Facebook entirely.

disgruntledphd2 7y ago
what kind of attribution model did you use? In general, last-click methods will substantially under-value FB and over-value Google. This occurs because you see an ad on FB, don't click, but search to get back to the website, and click on a Google ad. I've found, that for a lot of b2c businesses, FB provides extremely good ROI. Google is much better for b2b though.