Facebook currently generates most of its revenue through two different methods: advertisements and royalties from third-party software developers. As previously discussed,advertising is the firm's primary source of revenue. Because of this, the advertisements on the site need to be effective enough to ensure advertiser satisfaction. Facebook posted a 37 percent increase in revenue from 2011 to 2012, but analysts are still worried. A closer look at the increase reveals that the primary driver behind the increase was a three percent advertisement price increase coupled with a 32 percent increase in the number of advertisements. Put simply, Facebook's increase in revenue is merely a reflection of its increasing user base and dose not appear to be a result of the firm's efforts to innovate. In a post-IPO world, investors want to see evidence that Facebook is working hard to create new avenues for revenue creation and bottom-line growth.