Fig 1.
Percentage of population that is active on Facebook at least once per month (2019).
Source for the data: World Population Review (2021).
Table 1.
Combinations of targeting and campaign objectives explored in each of our cases.
Table 2.
Comparison of campaign objectives.
Fig 2.
Number of participants recruited per day.
Note: Completed surveys only. Data collection started at 5pm (GMT) on the first day of data collection; ads were closed at different times during the last day as the sample size reached 1,800 participants. The graph does not report the number of recruited participants on the last day, as this varies by the time the survey was closed.
Table 3.
Sample characteristics for conversion and traffic campaigns for survey completers.
Table 4.
Comparison of response quality for campaign objectives for survey completers.
Table 5.
Comparison of the cost of conversion-based targeting strategies.
Table 6.
Single group distributions of participants recruited through conversion.