Facebook CTR has less than a 1% correlation with sales or business results.

Surprising. I’ve fought this for a couple of years now, but now I finally understand why Facebook is not recommending us to choose “website traffic” (clicks) as a bidding objective when we can choose conversions or brand awareness.

We used to bid for clicks because we didn’t have enough conversions for the system to optimize. Plus, PPC folks like me have been bidding on clicks since the entire system started.

But if you bid on clicks, that’s exactly what the system will give you. Don’t get mad if you don’t get conversions.

Logan and I have learned this one the hard way– don’t make our mistakes.

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