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Facebook Marketing Analytics

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DOI: 10.1109/ICIC53490.2021.9693023

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 2021 International Conference on Innovative Computing (ICIC)

Facebook Marketing Analytics

Afifa Wajid
Department of Software Engineering
University of Management and
Technology, Lahore, Pakistan
afifa.wajid@umt.edu.pk
Mazhar Javed Awan
Department of Software Engineering
University of Management and
Technology, Lahore,Pakistan
mazhar.awan@umt.edu.pk
Faria Ferooz
Department of Software Engineering
University of Management and
Technology, Lahore, Pakistan
faria.ferooz@umt.edu.pk

Saba Shoukat Maria Anwar Maha Mazhar

2021 International Conference on Innovative Computing (ICIC) | 978-1-6654-0091-6/21/$31.00 ©2021 IEEE | DOI: 10.1109/ICIC53490.2021.9693023

Department of Software Engineering Department of Software Engineering Department of Software Engineering

University of Management and University of Management and University of Management and
Technology Technology Technology
s2017266029@umt.edu.pk F2017065107@umt.edu.pk s2018065044@umt.edu.pk

Abstract—the social media has gained significant
importance in people’s life and the most pertinent among the
social media websites is Facebook. Fixed standard promotion is
currently at first overwhelmed by different types of
correspondence and publicizing. Lately, Real Time Marketing
and Advertising (RTA) has become an advanced and similarly
improved type of promotion in the era of social media. RTA is
centered on barters in which singular notice positions are sold
inside couple of milliseconds after the site has been called out.
RTA would continuously supplant the customary web
promoting space currently being sold at a fixed expense set by
sponsors and media showcasing organizations. The actors
mainly involved are web clients, distributers, publicists and
innovation specialists. This study focuses on the effectiveness of
Facebook Advertisements on increasing the purchasing
intention of the customers. The result shows that Facebook is
playing a very important role in successfully increasing the
market values of many product and contribute to a substantial
change in customer’s purchasing plans.
Keywords— Facebook Marketing, Social Media Real Time
Bidding, Real Time Advertising, AdWords, Brand Image, Google
AdSense
I. INTRODUCTION
Interpersonal organization publicizing has gained recent
popularity with an advent of innovation and technology,
thus, there are currently more approaches and opportunities
to sell items and fulfill the requests of organizations. The use
of media has become a trend for customization and
advertisements of the brands. The host of the webpage and
the acquirement of publicizing space on their site with high-
volume web journals like CNN and The New York Times,
and numerous different locales, all offer media buy
arrangements [1]. When a company buys a place on a high-
volume site, they view most of their demographics, but they
may still spend a lot of money to consumers who have little
experience in what the business has to sell [2]. Google’s pay-
per-click service helps advertisers to use terms that activate
their ad. AdWords also offers marketers with the ability to
put advertisements on websites that are part of the AdWords
scheme registered as Google AdSense publishers [3]. Based
on the keywords that the customer enters, business invest in
giving a better rank to their particular advertisements.
AdWords also give different promotional offering to their
customers in order to maximize the use of their website [3].
However, recently Facebook has become quite dominant
among other social networking sites by proposing
approaches to brands for advertising their products and build
more stronger connection with their customers. The social
networking websites, nowadays, account for one out of
every five advertisements that users see online. The current
top ranking social media websites proposes high scope, and
volume against target segments but with quite a less cost.
Facebook, acting as an advertising and marketing tool, is
helping many startups and small businesses and firms to
establish and attract customers in every possible way.
Despite of the fact that the data available on the Internet
today is growing tremendously with the passage of time,
coined as the term Big Data [4], still people prefer to
purchase stuff online instead of physically going to the
markets specially since the emergence of Covid-19
pandemic [5], the lifestyles have changed a lot. Due to these
changes in the society, it has been observed that marketers
and advertisers are more inclined towards the use of social
networking sites as a new advertising and marketing tool in
order to reach maximum audience. Advertisers share the
advertising threads with their social circle on Facebook in
order to boost the selling of their product online. Moreover,
they develop pages on Facebook and keeps on sharing their
up-to-date products along with different offers and
promotional packages with their customer to improve their
overall sale and enhance the purchase intention of the
customers [6]. Domain analysis is also considered crucial for
relevant information extraction and therefore, advertisers
and marketers should be provided with different trainings to
boost their business with the help of social media [7]. Hence,
the aim of this study is to identify the effectiveness of
Facebook advertisements on the purchasing intentions of the
customers.
The rest of the work is outlined as follows: Literature
Review is written in Section II. Section III elaborates the
details of the Proposed Methodology and Section IV is about
Experiments and Results. Finally, Section V concludes the
paper while providing future implications in Section VI.

978-1-6654-0091-6/21/$31.00 ©2021 IEEE

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 II. LITERATURE REVIEW
Facebook Advertising allows people or customers the ability
to engage directly with the advertisements on their website,
encouraging them to "like"' and "share" and even to see who
else or peers enjoyed or shared the same ads. Some study
has found that social media, such as Facebook, function as a
check on the reputation of brands and the users interpret
consumer-produced posts on social media as being driven by
altruism, unlike ads generated by marketers [8]. The success
or loss of an organization in today's business environment
depends on consumer opinion. Performance of ads should be
calculated taking into account the measurement of
customers' interest in advertising. Facebook is considered as
a wide platforms for online recommendation which
promotes marketers whose companies are willing to expand
a fair portion of their budgets on analytical processes to
classify prospective consumers and target them with
Facebook ads [9]. It has also been observed from the
literature that the use of Facebook among students is quite
significant as compared to people of older age groups [10].
Instagram, after Facebook, is considered another most
popular social media website which has also been used by
advertisers and marketers [11].
The bidding technique is one of the main elements of on-line
ads. An efficient bidding strategy allows marketers to reach
value-added consumers and define an appropriate bid price
in the auction to win publicity impressions and show those
relevant advertisements to users [12]. If advertisements are
clicked by users, or users make transactions after clicking on
the ads, the bidder's income will be produced. The linear
bidding strategy, on the other hand, is commonly used
within real-world applications [13]. This particular
technique bids proportionately higher for bid demands with
higher approximate CTR, but fails to overcome budget
limitations. In order to adapt the various expenditure
constraints, a non-linear bidding function is proposed [11].
The linear bidding function is seen to outperform the number
of clicks per ad advertisement, but the winning chance
function does not well represent the actual winning price
distribution.
Reinforcement learning methods, a type of machine learning
method, have been widely applied on solving decision
making problems in different domains such as identification
of fake news [14], recognition of fake profiles on social media
platforms [15], for the classification of face emotions [16] and
many others applications of health informatics [17], [18].
Similarly, some researchers has used the machine learning
methods, particularly, reinforcement learning for online
advertising applications [19]. The models fall into two major
frameworks, namely the Multi-Armed Bandits (MAB) and
the Markov Decision Process (MDP) [20]. The core elements
of both models are states, behavior and incentives. Several
recent works have sought to formalize the topic of online ads
as a reinforcement learning system. Additional user-level
information is also neglected in the literature, which are of
paramount importance for pricing the value of an ad
impression, so that profitable customers are targeted [21]. In
sponsored search, ad impressions are shown with certain
costs, namely the market price, and the ad agent bids on
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keywords. The ad agent first needs to place a bid to win the
auction, such that its ads can be displayed to the users. In [22],
the authors proposed a bidding model for generating Real-
Time Bidding (RTB) at aggregation-level sponsored search
using Reinforcement Learning and further the work has been
extended for multi-agent problems. There has been work
proposed on model based on Softmax-based Ensemble for
CTR estimation in Real Time Bidding [23]. The matching of
the targeting goal can be identified based on the user and
publisher matching. It directly influences the bid price, which
subsequently affects the winning price. It has been observed
that few factors, such as Brand Image, Brand Equity, Price
Promotion and Advertising Endorser, have a mediating effect
on the purchase intention of the customer and plays
significant role in achieving strong communication with
consumers [24]. Furthermore, retrieving the relevant
information on social media is another challenge for
researchers as they have been proposing different methods to
improve the process of Information Retrieval [25] which
would prove to beneficial for online advertisement as well as
the customers won’t get irritated by the unwanted ads and will
be shown the ads only which they are interested in. On
account of information acquired from the test times, a fluffy
portrayal of contamination capital is proposed as model
boundaries. Utilizing the technique proposed in [26] fluffy
boundaries were determined from got dataset for each
mission with a presumption that the quantity of compositions
can be an objective for every publicist and recognized as a
complete entrance assets. Thus social media is overall,
playing a major role, now a days, in promoting small
businesses, firms and startups which was considered very
difficult few decades ago [27].
The Machine learning and data mining models were also
performed well on various domains as analytics [28-34].
III. PROPOSED METHODOLOGY
The proposed system comprises of different steps in order to
analyze the data for better understanding the effectiveness of
social media advertisements. Initially, the dataset was
preprocessed and later, different machine learning
classification models were applied to identify the patterns that
are being followed.
A. Data Sets
The data was gathered about real time ads of Facebook and
then it was analysed on Jupiter Notebook. The results are
presented in the form of theory, bar charts and tables. The
dataset includes age, gender and the preferences of people
who use Facebook. Facebook essentially displays
advertisements, based on the user's interest. And so, users tap
on the ads they're interested in.
TABLE I shows a part of the dataset however, the complete
dataset consist of 15 columns and 1142 rows. The data types
are also mentioned in front of each of the column. Since,
there are so many social media platforms used for
advertisement purpose and among those the chosen one for
this study is Facebook, in particular, for analyzing the
behavior of its users on viewing different advertisements on
their personal home page. Also, we have tried to identify the
majority in terms of gender over the viewing of
 advertisements. It is important to identify the category of TABLE II. No of Null Values
people being most commonly affected by the Facebook
advertisements.

TABLE I. Dataset Description

The TABLE II shows the discrepancies in the dataset in

terms of null values due to which the result get affected.
Therefore, in the preprocessing stage, the 382 null values in
total conversion and approved conversion as identified were
removed in python and later the data was analyzed.

The description of all the attributes used in TABLE I are

IV. EXPERIMENTS AND RESULTS
mentioned as under:
This section highlights the results of the data analysis and
i. Ad id is some specific ad set. classification obtained using Python on Jupyter Notebook.
ii. Report start & end show the starting and ending of each The statistics against different category is demographically
ad. represented showing the trend being followed on Facebook,
iii. Campaign id is the id that the ad running company has which is currently being considered as an advertising tool.
This statistic given in Fig. 1 indicates a vast difference of
assigned to its ad.
numbers between males and females and shows that males are
iv. Facebook campaign id is the id that has been assigned
more likely to be the long-term users as compared to females.
to every set of ads by Facebook itself.
v. Age and gender show the demographics.
vi. The three interests are the interests of people who were
targeting while showing ads.
vii. Impressions shows the numbers, that how many times
an ad was shown to a user.
viii. Clicks are the actual number of times user clicked the
ad.
ix. Spent shows the expenditures that company bear on
running each ad.
x. Total conversions are the number of users who clicked
on ads to open websites or actually downloaded the
application through click
xi. Approved conversions tell us how many of our users
who clicked our ads, have become us actual active users
Fig. 1. Classification between male and female

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 Fig. 4, however, shows us that our maximum viewers fall in
the age group of 30-34, and the statics goes downs as we
move to older age. From this we can identify that the young
generation is more inclined towards social media platforms as
compared to the people of older age group. So, these statistics
can help the advertisers and marketers, who are selling the
products targeting a specific age group of people, to better
design their marketing strategies considering the age of their
audiences in order to increase their sales.

Fig. 2. Spend vs. Density

Similarly, Fig. 2 shows amount that has been spent on

Advertisement with respect to density. And it is clearly shown
that the density is increasing rapidly unlike the amount spent
which does not show such a drastic change. We can analyze
from this graph that online advertisement requires less cost
while reaching a larger group of people or covering maximum
density over a period of time. Fig. 5. Comparison between Genders
The quantity of brand images and equity has been influencing
potential outcomes and high fluctuation in the results shows Similarly, another statistics presented in Fig. 5, indicates that
challenges with the use of deterministic boundaries for the there males are more interested in watching Facebook ads as
model. compared to females.

The Fig. 6, on the other hand, shows the number of clicks that
are been made over an Ad with respect to density. The graph
shows that the rate of density increases more than the average
clicks made which apparently presents that the population
over social media in increasing at a rapid scale.

Fig. 3. Approved Conversation

The Fig. 3 shows that as many viewers as possible can watch

our ads, but the count also tell us how many of users are the
regular customers.

Fig. 6. Clicks vs. Density

V. DISCUSSION AND CONCLUSION

The social media marketing and advertisement brings a whole
new dimension to advertising, as it offers engagement to
users, particularly on Facebook. The high percentage of
association between variables in this analysis indicates that
the method of accessing and sharing information through
Facebook promotes citizen engagement. Through exploiting
marketing strategies, Facebook will boost brand awareness
Fig. 4. Age bar Graph and brand equity, thereby enhancing the consumer's buying

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 intention. After observation, we can identify that with the
passage of time, the phenomenon for advertisements is
changing from imposed kind of advertisements to trust based
advertisements. Although, Facebook marketing and
advertising as a platform is providing the users these
promotional offers however, there needs to be preference
based advertisements and all these should include the
feedback of the users against the ad being presented. This
would increase the user’s intend to buy a particular product.
Moreover, companies should spent some amount on creating
eye-catching advertisements for their product on Facebook
which would also create an impact on the users intend to
purchase. As, this study provides an analysis of the users that
view the advertisements and the usage of these ad, however,
these statistical analysis need to be considered to incline the
users in order to purchase their products. Also getting familiar
with custom audience plays an important role in improving
the effectiveness of Facebook on user’s plan to buy.
Furthermore, the trend of GIFs has increased a lot recently on
Facebook and many people prefer to use GIFs as a quick way
of conversation so if companies consider them as an
advertising tools, will surely make an impact of their
company as well as the relevant products [35-46]. As
numerous customers have acknowledged Facebook as an
attractive method of marketing and since the greater part of
the individuals from Facebook are young grown-ups, they
will in general be keen on discovering exceptional styles by
looking for the data on a brand's web pages and using their
social circle. Analyzing different factors on Facebook such as
purchase behavior, the usage, the interest and activity of the
users, along with their basic information like age, gender and
relationship status etc would help the advertisers to manually
target the audience and increase their sales. Several other
similar applications can be found in [47-59].Thus, advertisers
need to be addressed of different factors which should be
incorporated in order to increase the user’s purchase indent.
The aim of this study is to give recommendations for
improving the indent purchase of users using Facebook, an
effective tool for marketing and advertising.
VI. FUTURE WORK
The future researchers can conduct a more detail analysis in
order to identify the factors based on regions, language and
country wise in order to identify the effectiveness of
Facebook advertisements. The advertisers can deploy
different methodologies presented in the study to create their
impact in the social media websites. A comparative analysis
could be done on identifying the effectiveness of Facebook
with respect to other social media websites such as Instagram,
Twitter etc. Moreover, the website specialists need to look
with quandaries how to address the scarcely quantifiable
assumptions for web clients and advertisers. Visual layer of
web frameworks, web ease of use, client experience,
influence or impact on web clients require rather subjective
examination. They generally depend on instinct or prior
involvement in exceptionally restricted help from astute
frameworks. The paper adds to interdisciplinary field
consolidating frameworks along with web-based
advertisements. We could also apply big data on Facebook
marketing analytics through machine learning models by
recent inspired work [60-69].
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ACKNOWLEDGMENT
Finally, we would like to thanks University of Management
and Technology, Lahore, Pakistan for providing us the
relevant resources to complete the research project.
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