Study: Facebook, Google ads move more packaged goods than expected

Marketing-mix models are underestimating the return of Google's search ads by up to 39% and Facebook ads by as much as 48%, according to a Digital Media Consortium study. The study also found that one-fourth of sales credited to search ads should share credit with TV, digital or print campaigns that drove the initial search. The study recommends using impressions instead of clicks to predict real-world results.

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