said 1 year, 1 month ago:
Happy Friday! My manager had a question I couldn’t answer, so I’m turning to you for help. We started a new campaign three days ago using Facebook Ads. I use pay per click, and not pay per impression, so I always just ignored impressions as long as people were clicking and I was getting the kind of action and response I wanted. Which I’ve been achieving! Yay!
But my manager was upset because on one day our impressions showed up as 138,400+/-, and on the day before, they were only at 86,500+/-. She wants to know why there is such a difference despite the daily budget being hit.
I’m not sure why it would be that way. I would guess that it all depends on who else was bidding for attention, and when people clicked. Both ended in the evening, so they each had a full day. However, say on the first day with 80,000 people, say that those clicks all came in during the afternoon, leaving only a few clicks left in the budget. Then it ends in the early evening.
The next day, early evening comes around, but there is still plenty of budget left. People finish dinner, log on, and we get a spike of impressions and then our campaign ends with the last few clicks.
Does that sound plausible?