Cross-Device Measurement Got a Boost With the Release of Facebook Attribution

The social network began testing campaign analysis across platforms in March 2017

Facebook Attribution Facebook

Facebook continued its efforts to give advertisers more information on the performance of their efforts on and off the social network with Friday’s introduction of Facebook Attribution.

Facebook Attribution

The social network began testing ways to help businesses determine the success of their campaigns across platforms in March 2017, after shuttering its Atlas ad-serving platform and folding its team into Facebook’s measurement department.

Facebook Attribution—which was turned on for all advertisers Wednesday—enables businesses to gain a better grasp of the customer journey.

Examples provided by the social network include:

  • An advertiser can compare how its ads across Facebook, Instagram, Facebook Audience Network and Messenger are contributing to incremental business results versus not running ads on those platforms.
  • Cross-device reporting can be used to learn which devices people were using and where they were when conversions occurred.
Cross-device reporting in Facebook Attribution
Facebook David Cohen is editor of Adweek's Social Pro Daily.