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Looks like they didn't really get enough traffic to do this (and idk how easy it is to do with FB and google analytics) but it would have been interesting and probably smarter to also measure each ad's effectiveness by how many conversions it led to on their site rather than just click-throughs to the facebook page. With their "most successful" ad they spent ~$500 to have a bunch of 21-year-olds click on a picture of beer that says nothing about what they do - I doubt these people will respond to a future marketing campaign any better than a random set of the population.

In any case, the analysis was interesting enough to make the front page of HN, which I'm betting will bring them a lot more than 139 visits. So well done with that.

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