Facebook Launches Cross-device Reporting

10574682_312905288871369_1052455987_nFacebook has cross-device reporting for its ads, enabling advertisers to track conversions between mobile and desktop.

The reporting uses the Facebook SDK and a conversion pixel integrated into the advertisers website, and is in addition to Facebooks existing cross-device targeting, delivery and conversion measurement functionality.

As the number of screens used by each person grows, this kind of attribution becomes increasingly important. As Facebooks statement points out, mobile ads seen out and about are unlikely to drive a then-and-there purchase, but might lead to a purchase on a tablet later that day.

According to tests carried out May-July this year, of the people who showed interest in a Facebook mobile ad, 32 per cent converted on desktop within the following 28 days.