The Facebook ads of e-commerce companies last holiday season (November and December) drove twice as many purchases as their ads during the other months of the year, according to a recent report from Nanigans.

The report was based on an analysis of the Facebook ad spend, clicks, and impressions of e-commerce advertisers using Nanigans software in 2014. Purchase-related metrics were calculated by aggregating data across sampled e-commerce advertisers that have same-day purchase attribution.

Purchase rates during the 2014 holiday season doubled for nearly every day of the week, the analysis found.

However, there was a shift in behavior: Weekends were the peak purchasing days during the holidays, as opposed to Thursdays during the rest of the year.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji