With its 2.7 billion users and mountains of much-discussed user data, has remained a top marketing priority for many high-growth companies looking to scale their online sales.
Whether it's finding new advertising targets using Facebook's similar sophisticated algorithms or understanding the most engaged audiences through informed insights, Facebook has earned its status as a fast-growing and highly trackable platform.
But the days of very cheap clicks and sky-high click-through rates are over. Facebook Ads is now a mature, complex and competitive platform. As more advertisers flock to Facebook and declining organic reach forces more businesses to turn to paid promotion, running ads profitably is no longer as straightforward as it used to be. Not only this, but agencies that focus only on ad traffic don't care enough about conversion optimization to generate the highest ROI from that traffic.