Total daily users increased 8% but ad revenue improved 46% because of competition for ad slots. This is because FB targeting works really well, better than any

Total daily users increased 8% but ad revenue improved 46% because of competition for ad slots. This is because FB targeting works really well, better than any other attention based ad channel. 90% of major ad spenders on FB nowadays are very direct response, ROI based marketing orgs, and they spend where the results are.