Ayaz Nanji says, “The Facebook ads of e-commerce companies last holiday season (November and December) drove twice as many purchases as their ads during the other months of the year, according to a recent report from Nanigans.

The report was based on an analysis of the Facebook ad spend, clicks, and impressions of e-commerce advertisers using Nanigans software in 2014. Purchase-related metrics were calculated by aggregating data across sampled e-commerce advertisers that have same-day purchase attribution.

Purchase rates during the 2014 holiday season doubled for nearly every day of the week, the analysis found.

However, there was a shift in behavior: Weekends were the peak purchasing days during the holidays, as opposed to Thursdays during the rest of the year“.

Holiday Advertising on Facebook: Benchmarks and Trends

MarketingProfs

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