Facebook’s Cross-Device Reporting Measures Conversions across Devices and in Mobile Apps
Facebook is not just the world’s most widely used social network, as it also stimulates economic activity. Facebook has achieved this by connecting marketers, app developers, and businesses to consumers at the right place and at the right time.
A major breakthrough that enabled advertisers “to see for the first time how people are moving between devices — across mobile apps and the web — before they convert” came with the introduction of cross-device reporting for Facebook ads.
Officially announced on Facebook for Business on August 14, 2014, its introduction allows marketers to see which devices consumers are seeing ads on, and on which devices conversions are subsequently occurring.
A Need for Cross-Device Reporting in a Multi-Device World
As more than half of consumers in the United States are now multi-platform users, insights into cross-device performance will become ever more valuable in 2015.
According to a recent analysis of Facebook campaigns in the U.S., of the people who showed interest in a mobile Facebook ad before converting, more than 32% converted on desktop within 28 days. The report also revealed that people who showed interest in a mobile Facebook ad were more likely to convert on an alternative device as time passed. Figure 1 reveals more data about cross device conversions over time.
Marketers who’ve used this report in early tests intended to “better understand the role of mobile in their campaigns and explain the differences in reports by third-party analytics tools that do not account for cross device conversions.”
Facebook has received positive feedback from big companies and marketers, as cross-device reporting provides essential insights that facilitate a deeper understanding of consumer behavior. Josh McFarland, CEO of TellApart, a Facebook Preferred Marketing Developer, even labeled the new report a “game-changer”. TellApart was able to help its clients “correctly value and invest in their mobile ads efforts”.
As seen in Figure 2 above, cross-device reporting can be found in Facebook Ad Reports by clicking Edit Columns and selecting Cross-Device on the left-hand menu. Facebook Conversion Pixel and Facebook SDK are the primary sources of cross-device report data.
How has cross-device reporting for Facebook ads impacted your marketing campaigns?
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