How much is a Facebook partnership worth?

At Kaleida we found correlations that prove sharing patterns on Facebook are a good proxy for referral traffic. That means publishers can work out the real value of all the effort they put into doing things with (and for) the company.

Matt McAlister
May 8, 2017 · 4 min read

How much is that traffic worth? And how do you know?

This has been a particularly slippery question when it comes to Facebook, but it doesn’t have to be.

Image for post
Image for post
Image for post
Image for post

What is a ‘share’ on Facebook worth?

This data can help us paint that picture. First, let’s improve the precision of the answer by focusing on the higher value data.

An organic share on Facebook is worth about $0.04 to the publisher.

If that was a typical day for this publisher and all the other assumptions are in the right ballpark then Facebook referrals probably drive between 3% and 5% of total digital revenues for Publisher X.


Media research and analysis

Welcome to a place where words matter. On Medium, smart voices and original ideas take center stage - with no ads in sight. Watch

Follow all the topics you care about, and we’ll deliver the best stories for you to your homepage and inbox. Explore

Get unlimited access to the best stories on Medium — and support writers while you’re at it. Just $5/month. Upgrade

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store