Facebook visitors are five times as likely to become a paying customer than those on Pinterest, a new study by QuBit has found. 

The research published by customer data platform QuBit and reported in The Drum  analysed the social media traffic directed to transactional websites. 

The research revealed that paths to purchase involve multiple visits from different sources with paths from social networking sites taking three times longer (on average) than non-social sites. 

As reported in The Drum, Graham Cooke, CEO of QuBit, said: “Understanding the value of social is going to be key to establishing its worth as a marketing channel. Many of the ways that people have used to measure the value of social in the past have been flawed and have missed some important aspects of its contribution to sales. “These figures would seem to indicate that some of the recent scepticism about Facebook’s advertising model might be misplaced.”

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Smarayda Christoforou

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