From an overview of our January performance metrics, to creative trends shaping the landscape of Meta marketing, the following snapshot speaks to a month of innovation and growth in the world of paid social advertising.
January Paid Social Performance
YoY Performance: With a 40% increase in spend and traffic, we’ve boosted visibility and engagement, leading to an 18% rise in revenue and a 27% increase in purchases, though AOV has dipped slightly. While CPM is up, CPC remains steady, showing ads are still effective despite higher per-impression costs. Overall January’s growth highlights the success of our targeted campaigns.
MoM Performance: After the holiday season, spend dropped 13% but traffic rose 6%. Ad costs fell, with CPC and CPM decreasing by 18% and 19%, making ads more cost-effective. Conversions dropped 5%, and revenue saw a typical 25% dip, reflecting seasonal trends.
Key Insights: Purchases rose over 10% MoM in the middle and bottom of the funnel, while the top of the funnel remained flat, as expected.
What’s Driving These Trends: Fashion brands saw success with end-of-season sales, maintaining momentum into January. Supplement brands benefited from the "New Year, New Me" trend, pushing conversions and revenue during a traditionally quiet period.
January Paid Social Updates/Insights
Despite facing heavy criticism and ongoing controversies, Meta continues to dominate the social media world, delivering strong Q4 and full-year results for 2024.
From the infamous Cambridge Analytica scandal to ongoing privacy concerns, the company has weathered the storm – and come out stronger.
Even amid mounting criticism, Meta's vast user base remains loyal, with Facebook, Instagram, WhatsApp, and Messenger driving high engagement levels across the globe. With profits on the rise, it’s clear that Meta’s ability to innovate, adapt, and stay relevant is a powerful asset.
For business owners, the value of Meta's platforms is undeniable. Its reach, sophisticated advertising tools, and integrated ecosystem are still crucial for effective customer engagement and marketing. While privacy issues remain a hot topic, Meta’s platform suite remains a key player, keeping both users and advertisers invested.
Questions about your Meta strategy? Reach out to your strategist, or email us today at hello@ph.digital – we’re here to help!