Facebook wants to be the answer to your cross-device measurement problem and it’s in a pretty good position to do it.
Enter cross-device reporting for ads, courtesy of Facebook. The new measurement solution, unleashed Wednesday, is available within Facebook’s campaign back end and is designed to allow advertisers to track customers as they move across the mobile web and in and out of apps.
“Cross-device reporting enables advertisers to see for the first time which devices a user used when they saw an ad and compare it with the device they were on when the conversion happened,” a Facebook spokesperson told AdExchanger. It’s another metric to help advertisers understand their ad spend ROI.
It works like this: Advertisers — or more likely their developers — drop the Facebook conversion pixel, a piece of tracking code, onto the page they’re looking to have users convert on. Then they create a Facebook ad that gets served in the news feeds of desired audiences. When users click the ad, they’re taken to the page where they can buy, all of which is tracked and reported. That was all possible before.
What's new is the reporting function. Advertisers can now run reports to see which device a person used to see an ad and where they ultimately converted. When used in concert with the Facebook SDK, it's now possible to see cross-device conversions between both app and web.