So I'm curious after reading this, since Facebook lives off advertising, do advertisers hold Facebook accountable for generating a certain # of clickthroughs, or heavens forbid, some other ROI metric for their advertising dollars?

Or are advertisers just funneling money into FB regardless of any measurable impact on their revenue just because there are "N millions/billions of active users" monthly on it?

They could certainly claim this even if you logged in once a day, never looked at any ads and then just left. Why continue to pay money for advertising?

For Google, I can see how it makes sense, because you are already in "search mode" for something, so if they pop in an ad that is even semi-relevant, you might click on it - I know I have... but Facebook?

It seems that money follows eyeballs...whether those eyeballs actually deliver any value... who cares. Or am I off?