With its ever decreasing organic reach, Facebook is putting a lot of attention into their paid ad platform, especially the ads shown on mobile devices. Now, the reporting side of Facebook’s paid ad is getting improved to reflect the huge increases in mobile ads in recent times.
One of these improvements is the launch of cross-device reporting for Facebook ads. Now Facebook advertisers are able to see how users move throughout their sales process, even if they move across devices. The announcement described just how advertisers may benefit:
Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.
Cross-device reporting allows advertisers to be able to see which devices ads were viewed on, and on which devices conversions subsequently occurred. That means you can see how many people clicked an ad on iPhone but then later finished their conversion on desktop, and vice-versa.
In a recent analysis of US Facebook campaigns, it was found that of the people who show interest in a mobile Facebook ad before converting, over 32% converted on desktop within 28 days.
You can view the cross-device conversions for campaigns by going to your Facebook Ad Reports, where you will click Edit Columns, and select Cross-Device on the left-hand menu.