Wozney Lori, Turner Karen, Rose-Davis Benjamin, McGrath Patrick J
Nova Scotia Health Authority, Mental Health and Addictions Policy and Planning, E.C. Purdy Building, 302 Pleasant Street, Dartmouth, Nova Scotia B2Y 3Z9, Canada.
Centre for Research in Family Health, IWK Health Centre, 5850-5980 University Avenue, Halifax, Nova Scotia, Halifax B3K 6R8, Canada.
Internet Interv. 2019 Apr 12;17:100246. doi: 10.1016/j.invent.2019.100246. eCollection 2019 Sep.
Facebook (FB) ads are touted as a way to facilitate recruitment of hard to reach participants into digital health research but the evidence has been mixed. This study aimed to empirically evaluate the impact and cost-effectiveness of paid ads for recruitment into a national trial testing an Internet-based, coached intervention for parents of children with Fetal Alcohol Spectrum Disorders.
Post hoc analysis of FB ad data and Google analytics on the online trial consent site (myStudies) were conducted on 11 campaigns employing static image/text ads. Standard metrics (e.g., click through rate, cost per 1000 impressions, cost per consent) were calculated and descriptive statistics comparing FB ad engagement and enrolled participants over time were conducted.
Ad campaigns were active for a combined 115 days over 58 weeks resulting in 1533 links to the online recruitment site. During the ad campaigns, the mean rate of enrolment was 1 participant every 2 days. The first 3 ad campaigns were the most cost-effective. Mean cost per enrolment was $19.27 (Canadian dollars).
FB ads were efficient and cost-effective in broad dissemination of trial information, but more research is needed to explore the impact of saturation (how often ads are posted), design (what is in the ad), and individual determinants (who is likely to respond to an ad) on converting FB ad engagement into enrolment. Avoiding a reductionist approach to analytics will help ensure appropriate and targeted strategies remain the priority for digital health research recruitment through social media.
脸书（FB）广告被吹捧为一种促进招募难以接触到的参与者参与数字健康研究的方式，但证据不一。本研究旨在实证评估付费广告对一项全国性试验招募参与者的影响和成本效益，该试验测试一种针对胎儿酒精谱系障碍患儿家长的基于互联网的辅导干预措施。
对使用静态图像/文字广告的11个广告活动进行了脸书广告数据和在线试验同意网站（myStudies）上谷歌分析的事后分析。计算了标准指标（如点击率、每千次展示成本、每次同意成本），并进行了描述性统计，比较了随着时间推移脸书广告的参与度和招募的参与者。
在58周内，广告活动总共活跃了115天，产生了1533个指向在线招募网站的链接。在广告活动期间，平均招募率是每2天1名参与者。前3个广告活动最具成本效益。每次招募的平均成本为19.27加元。
脸书广告在广泛传播试验信息方面高效且具有成本效益，但需要更多研究来探讨饱和度（广告发布频率）、设计（广告内容）和个体因素（谁可能回应广告）对将脸书广告参与度转化为招募的影响。避免采用简化的分析方法将有助于确保适当且有针对性的策略仍然是通过社交媒体进行数字健康研究招募的优先事项。
