CLIENT CASE STUDY: How Facebook’s Behavior Targeting Affected Customer Acquisition Cost

In this case study I walk you through two almost identical Facebook ad campaigns. In the first campaign I used Behavior Targeting. In the second campaign I did not. The results affected our customer acquisition costs dramatically. Have you noticed the same thing in your campaigns?


  • Richard

    Reply Reply January 29, 2015

    Very interesting. It appears that the average CPC on the 1st Campaign was $0.98 while the CPC on the 2nd campaign was $0.74, a little over 20% cheaper. However, the real difference is in the conversion rate which was 0.6% on the 1st Campaign and just over 1% on the 2nd campaign.

    I find it curious how more qualified candidates would convert at 60% the rate of less qualified candidates. Maybe statistically you have not reached critical mass to draw a conclusion, or perhaps less qualified candidates convert better.

    On the lighter side, maybe the “Credit Card Qualified” are more targeted by FB marketers and their credit limit is tapped out. LOL

  • Vitina Feo

    Reply Reply January 29, 2015

    Thanks for the data. I noticed this behaviour in some of my campaigns.Now I know that facebook behaviors are not worth it.


  • Carlos Scarpero

    Reply Reply January 29, 2015

    My guess is that FB was tweaking the ad targeting in the “untargeted” ad automatically to buyers. I’m shocked it was that it made that big of a difference. Thanks for sharing.

  • Jesse

    Reply Reply January 30, 2015

    As always, super interesting stuff. Thanks James!

  • J. Barry Mandel

    Reply Reply February 2, 2015

    Very interesting stats. Thanks for sharing that with us!

  • Mike Linville

    Reply Reply February 3, 2015

    Great info .. I’m just getting started with tracking and retargeting so I love these types of short, useful tidbits. Keep em coming.

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