Social Media

Facebook's cross-device reporting uncovers consumer insights

Advertisers seeking to understand the role of different devices in driving a conversion have just found a new tool with Facebook’s cross-device reporting.

For example, Facebook’s new reporting could show that a customer saw an ad on their mobile device, but then later saw the ad again on their desktop, which drove them to convert.  The tool can break out conversion path not only by desktop vs. mobile, but also by specific mobile devices.

In a Facebook study conducted in April and May of this year, it was found that 32% of users who interacted with a mobile ad converted on desktop within 28 days, and that in fact their likelihood to leap from mobile view or click to desktop converter increased as time passed, doubling from day 1 to day 7 and then further increasing by day 28.  Early testers of this feature cited in Facebook’s announcement included One Kings Lane and Sur La Table.

Facebook is at the forefront of social conversion tracking. Due to this, it’s a platform where ROI can be recognized both on a click and impression basis on mobile and desktop.  It is the only social network that in addition to its own conversion pixel allows for third party pixels, which include impression trackers.  Impression based tracking through third parties allows advertisers to monitor view-through conversions and de-dupe them against channels such as display and paid search.

For now, the cross-device reporting is only available through the Facebook site side pixel and not third parties.  This means it will not de-dupe if a client is using a third party tracker like DART to examine cross channel performance.  Therefore, while the conversion data will be extremely valuable to understand the consumer journey, it will not match back to DART reporting 100%.

This should not mitigate its value as a tool for advertisers because it can uncover new insights to how their customers behave.  Combined with other powerful Facebook tools like customer audiences, you can learn more about the path to purchase for specific consumer segments.  It could help inform distribution of budgets to different devices or operating systems.  It could also change messaging strategies per device.  For example, if you see that your consumers are not making the leap to purchase direct from mobile, you could use mobile earlier in the consumer journey, serving them more awareness messaging.

For advertisers currently utilizing Facebook advertising with the conversion pixel, this feature can automatically be accessed through the reporting dashboard.  For new advertisers, the first step would to open an ads account and implement the Facebook conversion pixel on their sites. Then this tool can be used once they begin their ad campaigns.  Ask your client services team if you have questions about how to utilize this feature in your marketing campaigns.

At iProspect, we evaluate each marketing channel based on its ability to drive performance for our clients while also delivering customers with an experience that is personal, adaptive and valuable.  With the new cross-device reporting tool, we have additional capabilities to examine and measure the effectiveness of Facebook as a part of a conversion journey and to ultimately drive efficient ROI.