Facebook to Track Users Shopping Habits Across Devices

Facebook announced a new way that merchants and mobile marketers can track your purchases. The new feature will let advertisers know when their promotion was first viewed and where they converted across apps and the web.

The way Facebook describes it is:

Imagine seeing an ad for a product on your mobile phone while in line at the bank. Do you immediately make a purchase on your phone? Probably not. But perhaps you go back to your office later that day and buy on your desktop computer. Such cross-device conversions are becoming increasingly common as people move between their phones, tablets and desktop computers to interact with businesses.

I’ve find myself clicking on product ads on my smartphone that I find interesting and then purchasing it on another device. Another example that comes to mind is find a great novel through an ad on my smartphone, but purchasing the e-book on my tablet.

1Facebook_Cross-device_chartn

According to Facebook’s recent analysis they found that of the US users that were interested in a mobile Facebook ad, over 32 percent converted on desktop with 28 days.

To view cross-device conversions for campaigns, go to Facebook Ad Reports, click Edit Columns, and select Cross-Device in the left-hand menu:

Facebook_Cross-device Conversion

Conclusion

Conversion as we know is what matters in sales. We also know that sales conversion may not always be clear – knowing where and when in the process the conversion happens is great. Facebook knows that this will be a valuable tool in not only knowing effectiveness of the ad, but will help advertisers better target those people that will most likely convert to a sale.

 

Sources:

The Next Web: Facebook launches cross-device reporting for ads, lets marketers track users across mobile apps and the Web

Facebook for Business: Measuring Conversions on Facebook, Across Devices and in Mobile Apps

Bloomberg: Facebook to Track Users Across Devices to Study Shopping Habits

 

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