> perform better If by "perform better" you mean "generate traffic" then I agree with you. Facebook ads really do result in a lot of clicks. And if you're run

> perform better If by "perform better" you mean "generate traffic" then I agree with you. Facebook ads really do result in a lot of clicks. And if you're running a political or awareness campaign, maybe that's what you want. But it's hard to measure ROI for this kind of campaign except by comparison with other traffic sources. On the other hand, if you're selling a product or service, and you track narrow cohorts from prospect through conversion, repeat buy, defection and churn, you can compare total acquisition cost of the cohort with LTV of the cohort. Regardless of the product or service, I usually see CAC >> LTV at the cohort level. Within a cohort, usually < 10% of customers have CAC <= LTV, but it's nearly impossible to target this subset in advance, so negative ROI dominates the cohort.