Measuring Facebook ad performance across web, mobile and tablet is surprisingly simple, here's how you do it
Winter holidays are around the corner and it’s time to make sure you keep track of the results your ads are generating so that you can get the max out of your advertising.
If you’re driving traffic to your website you can use Facebook's conversion pixel to measure ad performance. Facebook's conversion tracking will not only provide the granular data you need in order to optimise your ads, you will also be able to see the performance across different devices. This means that you can analyse on which devices people saw your ad and on which device they converted. For example, your customer might have seen the ad on his mobile on the way to work but ended up buying your product on his desktop computer later that evening.
Tracking across devices is possible with Facebook's conversion pixel since it's people based and tracks the Facebook user and not a browser cookie like most of the other tracking systems does.
The fact that it is people based and not cookie based is also the reason why there might be a discrepancy between the number of conversions you see in e.g. Google Analytics and in Facebook. In Google Analytics the conversion won’t be attributed to Facebook if the person saw your ad on their mobile and then completed the purchase on their desktop or if they saw your ad in Safari and completed the purchase in Chrome. Visit Facebook to learn more about cross devices reports.
We recommend our users to use Facebook's conversion tracking along with their other tracking solutions, e.g. Google Analytics. This way you will be able to see the last click conversions in Google Analytics, but still have the ability to use Facebook’s cross device report and optimization.
Don’t forget that you can select to track multiple Facebook pixels in order to track the different steps in the sales funnel, or test different landing pages.
So if you haven't checked it out yet, look at your cross device report. Maybe you will find something unexpected, like your ads on mobile having a bigger impact on your result than you initially thought.
I hope this was useful and please share your thoughts in the comment section below.