Measuring Conversions on Facebook, Across Devices and in Mobile Apps

Today we’re launching cross-device reporting for Facebook ads, enabling advertisers to see for the first time how people are moving between devices — across mobile apps and the web — before they convert.

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 (link is external) to interact with businesses.

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.