Dive summary:

• There is a 70% increase on return of investment when a brand maximizes its reach with Facebook.
• Sales were the result of a click only 1% of the time, according to the study by Facebook and DataLogix.
• Direct-response marketing was not included in this study.

From the article:
“Just like in TV, they consume the message, and then whenthey go to the store, they are more likely to consume your product,”said Brad Smallwood, Facebook’s head of measurement and insights.“It’s proof that the click is not the right thing to optimize to…Reach, just like in TV, is also a crucial driver.”