FB-Ad-Tips-1

THE FACEBOOK ADS EXPERIMENT: 12 TIPS TO CRAZY ENGAGEMENT
Instead, we are seeing natural attrition. We lost about 45% of the
audience with the first tip and an additional 26% for the next. After
that I lost anywhere from 6-17% per tip. So over time, the audience
did continue to shrink, but not at the same rate as it did in the
beginning.
I want to be clear about what this chart represents. While I know
there were some complaints from participants saying that they
aren’t seeing the ads, the percentage of those who should see a
given tip (Reach vs. Previous Tip Clicked) is close to 100% for
every tip. That’s not what we’re looking at here.
That leads us here…
PERCENTAGE REACHED
Instead, we’re looking at that natural attrition that I referred to
above. Of the initial group of about 4,500 people who wanted
to participate, how many people were reached for each tip?
This gives us an idea of the size of our audience at each stage
compared to the beginning pool.
The number reached for Tip #1 was actually slightly over 100%
because of my blog post about the experiment. But as you can
see, it dropped off quickly from Tip #1 to Tip #2.
Things did level off — and the experiment isn’t complete heading
into Tip #12 — but I was reaching a number of people that was
between 15-20% of the initial participant pool.
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