With 2.69 billion monthly active users worldwide, Facebook is the third most visited website, after Google and YouTube. All of this makes your business extremely valuable when running ads on Facebook to expand your reach to global customers, convert potential customers and get more revenue.
Facebook tracks users across the internet, except for its own website. Basically, Facebook collects data from all websites, applications, pixels, cookies and even real locations. This data allows Facebook's targeting algorithm to deliver the highest performance for your ads on the platform.
Although content was an important component in Facebook's marketing activities a few years ago, everything changed when Facebook modified the way posts are distributed. Therefore, currently Facebook only allows your Facebook page to reach a small fraction of 2.2% of your total followers. Therefore, combining both paid and unpaid content on this platform is very important.