I am examining the use of Facebook as a political campaign tool by British political parties across three contexts, the 2015 General Election, 2017 General Election and the 2016 Welsh Assembly Elections. Through analysing Facebook data and undertaking interviews, I will evidence how and why Facebook is used, questioning its effectiveness and impact upon parties’ campaigns. Facebook appears to be a vital tool, that as part of a new data led political zeitgeist, within an era of party decline and radicalism, may help or hinder parties to campaign.