[butner]

It says twice as much as they spent on the ads. That's a measure relative to the ad spend, not a performance measure compared to their other channels or campaigns. Big difference.

"the campaign generated about twice as much revenue as R.B. spent on the ads"

Which is put into light by the channel cost comparison from the article: “I can go to television at a quarter the price.”

[cldellow]

Is the channel cost comparison relevant given that we don't have the ROI of TV spend?

[butner]

ROI for other channels vs FB would indeed be the missing variables that would give context to the article. Cost of channel (TV in this case) is part of ROI, and it's the only other hint provided.