You know the concept of "conversion". So, so, so many people don't. Idea of ROI is foreign to them. Facebook is going this whole "be your own advertiser" thing

You know the concept of "conversion". So, so, so many people don't. Idea of ROI is foreign to them. Facebook is going this whole "be your own advertiser" thing and ... well, it's working. They see the pretty graphs and big number ("You reached 50k people!") and they thing it's fantastic. The idea that the conversion from 50k impressions could be 0% ... does not compute, because they imagine 50k people spending cognitive energy on their ad ... not 50k people scrolling past the ad never even noticing it.