In our quest to ensure we are providing our clients with the best resources and advice, DigiCom recently completed a traffic test to determine the quality of traffic from three different campaigns. We employed a Pinterest traffic campaign, a Facebook traffic campaign and a Facebook lead gen campaign.
The goal of a traffic campaign is to drive users and traffic to the particular site, while a lead gen campaign focuses on having the users fill out a survey before proceeding to the site. There is more interactivity with a lead gen campaign compared to a pure traffic campaign.
By comparing two traffic campaigns and one lead gen campaign, it allowed us to compare Facebook and Pinterest within the same domain while also seeing how the lead gen campaign fared.
The study revealed several interesting and notable trends, particularly since Pinterest and Facebook have different audiences and cater to different demographic groups.
The Pinterest traffic campaign drove more interactive and cost-efficient traffic compared to the Facebook traffic campaign based on the data in several important categories. We invested almost the same amount into each campaign to ensure the best results for comparison purposes.
1. Pinterest traffic had 44% more impressive sessions duration than Facebook traffic with an average session duration of 36 seconds compared to 25 seconds.
2. Pinterest traffic had an approximately 6.3% better bounce rate compared to Facebook traffic. Pinterest’s bounce rate was 81.9% , while Facebook sat at 88.2% . A lower percentage is better for bounce rate since it showcases the percentage of users which leave the site without continuing to browse.
3. Pinterest traffic had a 5% more efficient cost per session (CPS) than Facebook traffic. Pinterest traffic totaled $0.58 while Facebook was $0.61.
4. Pinterest traffic resulted in more than 5 times more quiz completions than Facebook Traffic. Pinterest tallied 31 quiz completions with a quiz cost per acquisition (CPA) of $28, compared to just 6 quiz completes for Facebook with a quiz CPA of $144.
While Pinterest provided stronger results compared to Facebook among traffic campaigns, Facebook’s lead gen campaign outpaced Pinterest traffic. The numbers revealed the Facebook lead gen traffic was more qualified and eager to learn about the product than the Pinterest traffic, resulting in a $4.33 CPS.
1. Facebook’s lead gen campaign resulted in more than 3.5 times the average session duration than Pinterest traffic with an average of 2 minutes and 9 seconds compared to 36 seconds.
2. Facebook’s lead gen campaign had an approximately 22.4% better bounce rate at 59.45% compared to Pinterest’s 81.9%.
3. Facebook’s lead gen campaign resulted in 40 quiz completions, nine more than Pinterest. It also narrowly edged out Pinterest with a $27 quiz CPA compared to $28.
This data overall revealed that the Facebook lead gen campaign provided the strongest quality of traffic among the three campaigns, but the Pinterest traffic campaign outperformed the Facebook traffic campaign. The Pinterest campaign is the way to go for those looking for efficient, qualified traffic, although traffic and lead gen campaigns do have different objectives.
The Facebook lead gen campaign did have a much higher CPS than the Pinterest campaign, but that is offset by the longer browsing time, quiz completions, and lower quiz CPA.
Depending on your brand’s specific needs and focuses, each of these traffic campaigns could be helpful.
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Digicom is a boutique digital marketing agency based in New York City. We are a team of versatile growth marketers with the ability to turn early-stage companies into household names. We act as a high-touch agency, managing the growth of our clients' marketing channels and advising across all aspects of their customer acquisition programs.