FB and GOOG/GOOGL Earnings Reports: Ad Revenue Still Growing

Facebook (FB) and Alphabet (GOOG/GOOGL) each reported earnings this last week and it's not surprise that each company advertising revenue continues to increase.
For the year, FB advertising revenue increased 57% to more than $26.8B while Alphabet advertising revenue increased 17% to $22.3B.
Two other items to note about each release: FB number of daily active users and monthly active users has increased dramatically with a lot of growth in mobile. As a result, more than 84% of advertising revenue is from mobile (was 80% last year). GOOG/GOOGL 36% increase in aggregate paid clicks and 43% increase in paid clicks on google properties while cost-per-click was down.

FB:

Full Year 2016 Operational Highlights

• Daily active users (DAUs) – DAUs were 1.23 billion on average for December 2016, an increase of 18% year-over-year.
• Mobile DAUs – Mobile DAUs were 1.15 billion on average for December 2016, an increase of 23% year-over-year.
• Monthly active users (MAUs) – MAUs were 1.86 billion as of December 31, 2016, an increase of 17% year-over-year.
• Mobile MAUs – Mobile MAUs were 1.74 billion as of December 31, 2016, an increase of 21% year-over-year.

GOOG/GOOGL:

Change from Q4 2015 to Q4 2016 (YoY)	Change from Q3 2016 to Q4 2016 (QoQ)
Aggregate paid clicks	36%	20%
Paid clicks on Google properties	43%	23%
Paid clicks on Google Network Members' properties	7%	6%
Aggregate cost-per-click	-15%	-9%
Cost-per-click on Google properties	-16%	-11%
Cost-per-click on Google Network Members' properties	-19%	0%

Source 1: https://investor.fb.com/investor-news/press-release-details/2017/facebook-Reports-Fourth-Quarter-and-Full-Year-2016-Results/default.aspx
Source 2: https://abc.xyz/investor/news/earnings/2016/Q4_alphabet_earnings/