Facebook continues to make strides in becoming the “cross-platform platform,” as today the company announced a way to track performance of advertising across devices. This will enable advertisers to see how people are balancing desktop, mobile and tablet before they make a conversion.
Through this cross-device reporting, advertisers can see how different devices influenced a website conversion and mobile app actions, as well as the value of the website conversion.
Facebook blogged about this new capability:
Facebook already offers targeting, delivery and conversion measurement across devices. With the new cross-device report, advertisers are now able to view the devices on which people see ads and the devices on which conversions subsequently occur. For instance, a marketer can view the number of customers that clicked an ad on an iPhone but then later converted on desktop, or the number of people that saw an ad on desktop but then converted on an Android tablet.
Facebook, in recent months, has been promoting a serious cross-platform message. At Casual Connect, a major games conference, Facebook pushed for game developers to have a harmonious mobile and desktop relationship, saying that it would lead to greater revenue. Now the company is giving advertisers a powerful way to see how these cross-platform users act on mobile, desktop and tablet before making a purchase.
Josh McFarland, CEO of Facebook Preferred Marketing Developer TellApart, discussed in the blog post the power of cross-device reporting:
Tracking click and conversion data deterministically across devices has confirmed what we know to be true: mobile ads drive commerce everywhere. This new reporting from Facebook has been a game-changer in our ability to help clients like Neiman Marcus and Sur La Table correctly value and invest in their mobile ads efforts.
To view cross-device conversions for campaigns, go to your Facebook Ad Reports, click Edit Columns, and select Cross-Device on the left-hand menu.
Readers: Do you have a cross-device advertising strategy?
Images courtesy of Facebook.