Case Study: Topix achieves 4.6× more content views and 79% lower cost per content view with Facebook Ads conversion optimization

Topix - Customer Case Study

Topix is an online entertainment and media company that attracts about 18 million monthly visitors who spend an average of 13 minutes per session. The team wanted to determine whether optimising campaigns for conversions or for clicks would better increase high-quality content views on their site, so they tested both approaches head-to-head.

Partnering with Facebook, Topix ran two identical campaigns (same budget, creative and targeting) but optimised one for clicks and the other for a custom conversion defined as viewing at least four pages. Optimising for conversions dramatically outperformed click optimisation: 4.6× more content views, 79% lower cost per content view, 5.8× more link clicks, and 83% lower cost per link click.

Topix

Sara Davis

Director of Audience Acquisition