This is vaguely interesting I suppose, but while 123/21243 (click through rate) is significant, 61/92 (lost clicks) is not.

...and therefore every single derived stat is completely nonsense. A percentage you say, on a sample size < 100?

Whats your confidence level on that?

(I also think that Facebook ads are a waste, and the conclusion is plausible; but the stats in the post are meaningless and probably deceptive)