Facebook to offer improved mobile conversion tracking

After making conversion tracking available on desktop last month, Facebook today announced the launch of  the new Facebook SDK version 3.2.

Within the next few weeks it will allow developers to understand additional conversions events in their apps - beyond just how many installs their ads drove.

With this coming update they will now be able to measure other conversion events, such as in-app purchases, items added to a cart, game levels achieved. In order to do this, developers will need to install mobile pixels on the app pages they want to measure.

This will help developers understand how users are converting at different points within their apps, Facebook claims, citing the example, an e-commerce company which would be able to see if a consumer put something in the shopping cart or went to a product's checkout page. They would then be able to show ads on both mobile and desktop to that user that are more relevant and more likely to drive a conversion.