Facebook launches cross-device reporting to explain how people move between devices
Facebook has this week unveiled cross-device reporting, which aims to help advertisers see how members of the public move across devices before conversion.
The new reporting tool will allow a marketer to 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.
To view cross-device conversions for campaigns, users need to go to their Facebook ad reports, click edit columns, and then select cross-device from the left-hand menu.
Cross-device reporting was tested by brands such as KLM Royal Dutch Airlines, whose social media manager Karlijn Vogel-Meijer said: “We learned that our customers get inspired to travel on their mobile device and afterwards book a ticket through desktop. This knowledge helps us better understand how our mobile media spend contributes to conversion on other devices.”
The statistics from the tests found that of the people who showed interest in a mobile Facebook ad in the US before converting, over 32 per cent converted on desktop within 28 days.