According to Zuckerberg, in defense against accusations that he was being greedy by allowing them on FB.

I'd be more interested in an independent or consumer-based third party analysis validating his numbers, since he doesn't mention PAC spending.

Trump spent very little in his first election campaign, mainly relying on saying outrageous things and tweeting (one estimate was that he added $2 billion to the value of the Twitter brand.)

How little? Enough that all the Silicon Valley advertising companies missed their quarter, either unaware or wilfully ignorant that he wasn't spending money.

He wasn't trying to win.