Trump’s campaign said it was better at Facebook. Facebook agrees

(FILES) In this file photo taken on March 22, 2018 a cellphone and a computer screen display the logo of the social networking site Facebook in Asuncion. A US consumer protection agency said March 26, 2018 it has opened an investigation into Facebook for potentially failing to live up to its promises on privacy and possible violations of a consent decree.The Federal Trade Commission confirmed news reports from last week that it had opened an inquiry over the harvesting of Facebook data on tens of millions users of the social network by the British consulting group Cambridge Analytica. / AFP PHOTO / NORBERTO DUARTE

Donald Trump’s presidential campaign has boasted often that it made better use of Facebook Inc’s advertising tools than Hillary Clinton’s campaign did. An internal Facebook white paper, published days after the election, shows the company’s data scientists agree. 

“Both campaigns spent heavily on Facebook between June and November of 2016,” the author of the internal paper writes, citing revenue of US$44mil (RM170.46mil) for Trump and US$28mil (RM108.47mil) for Clinton in that period. “But Trump’s FB campaigns were more complex than Clinton’s and better leveraged Facebook’s ability to optimize for outcomes.”