The advertisers that pour budgets into fb aren't suckers. They're highly roi-sensitive and data cognizant. How do you know? Facebook obviously carries ads from

The advertisers that pour budgets into fb aren't suckers. They're highly roi-sensitive and data cognizant. How do you know? Facebook obviously carries ads from huge brands, but also has a very long tail of smaller businesses and other advertisers. While it's reasonable to assume that whoever is spending a few million here and there on behalf of some major retail enterprise is watching the numbers pretty closely, I see no reason to assume that a thousand small businesses who are spending a few thousand here and there are doing the same. It's also worth noting that several things Facebook has done in the past have prompted reports of Major Brand X pulling $Y million in ad spend, so apparently the people who do have the sophisticated ROI monitoring don't always like what they see.