Facebook announced today that it will be giving advertisers a new report showing how often ads drive users to buy the advertised product on a different device.
The company says that to gather cross-device conversion data, it’s combining information gathered by the Facebook Conversion Pixel (which tracks desktop web conversions) and mobile apps that use the Facebook SDK. With the new report, Facebook says advertisers will now be able to see “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.”
In fact, the company says it found that 32 percent of people who showed interest in mobile Facebook ads in the US converted on desktop within 28 days.
While Facebook’s ad business seems to be thriving, particularly on mobile, the company has also had to work to convince marketers about the value of Facebook ads — for example, it worked with Datalogix to show when its ads led to offline purchases.
You can read more about the new report in this Facebook blog post.