Selected campaign results
Meta advertising figures, from Facebook and Instagram campaigns for three South African property businesses. Identifying details are withheld.
Luxury residential real estate brand
The objective: as much attention, traffic and visibility as possible, at the lowest possible cost.
- Campaign types
- Traffic, engagement, video views, reach, brand awareness
- Market
- South Africa, luxury residential
Traffic · cost per click
| Clicks | Cost per click | Reach |
|---|---|---|
| 2,725 | R0.73 | 150,569 |
| 2,071 | R0.77 | 57,483 |
| 2,056 | R0.81 | 36,320 |
| 900 | R0.84 | 27,897 |
| 1,018 | R0.91 | 23,812 |
The first campaign in the table ran on R1,999 of ad spend, with 233,206 impressions at a R8.57 CPM.
Engagement, video and ad recall
7,851 ThruPlays in a single campaign
5,072 post engagements
- Cost per result
- R1.08
- Ad spend
- R1,275
- Impressions
- 170,248
- Reach
- 50,615
- CPM
- R7.49
Reach and delivery
- Impressions
- 191,091
- Reach
- 86,444
- CPM
- R20.48
- Impressions
- 146,579
- Reach
- 79,745
- Clicks
- 1,687
- Cost per click
- R1.19
Luxury off-plan apartment development
The objective: off-plan buyer acquisition, luxury market positioning and a consistent flow of leads, from pre-launch awareness onwards.
- Campaign types
- Lead generation, reach, brand awareness, retargeting
- Market
- Luxury off-plan apartments
Lead generation
- Cost per lead
- R29.24
- Ad spend
- R4,999
- Impressions
- 73,460
- Reach
- 19,331
- Cost per lead
- R32.11
- Ad spend
- R4,173
- Impressions
- 74,962
- Reach
- 29,158
- Cost per lead
- R39.39
- Ad spend
- R2,600
- Impressions
- 44,346
- Reach
- 20,007
Brand awareness · reach
| Reach | Cost per 1,000 reached | Ad spend |
|---|---|---|
| 325,822 | R4.39 | R1,429 |
| 164,996 | R6.91 | R1,140 |
Traffic · development awareness
| Clicks | Cost per click | Ad spend |
|---|---|---|
| 7,008 | R0.35 | R2,420 |
| 5,098 | R0.49 | R2,507 |
| 4,679 | R0.48 | R2,253 |
Luxury short-term rental
A luxury villa rental with a newly launched website and no existing digital presence. The objective: bookings through the new website in peak season.
- Period
- November to December 2024
- Ad spend
- R6,857
- Market
- Luxury short-term rental
Bookings in the campaign period
R850,000 in total booking value
Earned on the confirmed bookings
R170,000 of commission against R6,857 of ad spend
R6,857 across 5 confirmed bookings
Reach and visibility
- Impressions
- 98,387
- Reach
- 73,094
- Cost per click
- R0.35
- Impressions
- 80,425
- Reach
- 51,949
- Cost per click
- R0.41
- Reach
- 160,711
- Cost per 1,000 reached
- R4.98
What each figure measures
- Ad spend
- Media spend on the platform for the campaign. It does not include any management fee.
- Impressions
- The number of times the ads were shown. One account can see an ad more than once.
- Reach
- Meta's estimate of the number of accounts that saw the ads at least once.
- CPM
- Ad spend per 1,000 impressions. Cost per 1,000 reached is ad spend per 1,000 accounts reached.
- Clicks
- Clicks recorded on the ads. Cost per click is ad spend divided by clicks.
- ThruPlay
- A video play of at least 15 seconds, or to the end of a shorter video.
- Post engagement
- Actions taken on the ads, such as reactions, comments, shares and saves.
- Estimated ad recall lift
- Meta's estimate of how many people would remember seeing the ads if asked within two days.
- Lead
- A form submission recorded by the platform. It is not a confirmed or qualified buyer.
- Bookings and commission
- Totals for the campaign period. They are not platform metrics.
These are historical figures for the campaigns shown, with identifying details withheld. Results depend on objective, audience, budget, creative, market and timing, and past campaigns do not predict future results.
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