Facebook Ad Clicks Are Shifting to Mobile, so Why Aren’t Conversions?

New stats show potential for brand awareness, not as a search competitor

Despite 63 percent of Facebook ad clicks occurred on mobile devices during 2014's fourth quarter, just 34 percent of the social media giant's conversions—either a sale, download or completed lead-gen form—came from smartphones and tablets.

@Chris_Heine Christopher Heine is a New York-based editor and writer.