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During the course of the COVID-19 pandemic, a common strategy for publichealth organizations around the world has been to launch interventions viaadvertising campaigns on social media. Despite this ubiquity, little has beenknown about their average effectiveness. We conduct a large-scale programevaluation of campaigns from 174 public health organizations on Facebook andInstagram that collectively reached 2.1 billion individuals and cost around\$40 million. We report the results of 819 randomized experiments that measuredthe impact of these campaigns across standardized, survey-based outcomes. Wefind on average these campaigns are effective at influencing self-reportedbeliefs, shifting opinions close to 1% at baseline with a cost per influencedperson of about \$3.41. There is further evidence that campaigns are especiallyeffective at influencing users' knowledge of how to get vaccines. Our resultsrepresent, to the best of our knowledge, the largest set of online publichealth interventions analyzed to date.

The Effectiveness of Digital Interventions on COVID-19 Attitudes and Beliefs