Facebook has officially launched a new ad reporting feature that will help marketers to track the effectiveness of advertisements across multiple platforms. The new reporting, they say, will help marketers to see the true conversion rates of their Facebook ads.
In the announcement, they showed just how important this can be by revealing that when an individual shows interest in a mobile Facebook ad, they convert within 28 days on a desktop computer more than 32% of the time. This essentially means that mobile ads are effectively ‘wetting the appetites’ of users, who will then jump on their desktop to conveniently make the purchase later.
They went on with an example, which said, “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 computer to interact with businesses.”
Clearly this will provide a significant amount of valuable information to marketers who are using Facebook ads.
Facebook even went as far as to commission a white paper on this topic, which found that of US adults, over 60% of them access the internet from two or more devices on a daily basis. More than 40% of adults report that they start one activity on their mobile phone, for example, and then use another device to complete it.
While this new feature will clearly help Facebook in selling more ad space, it also helps marketers who need the more accurate data to justify focusing ad spend in this area. Truly a win-win for everyone.
