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Social media marketing reporting available over multiple devices through Facebook

Lucy | August 21, 2014

The company has now announced that advertisers will be able to track conversions from desktop through mobile.

Facebook has now announced that its social media marketing ads will allow advertisers to be able to track their conversion rates over both traditional desktop channels as well as over mobile, such as smartphones and tablets.

This data tracking uses a “conversion pixel” worked into the marketer’s website, along with the Facebook SDK.

It has now been added to the existing cross channel targeting over various forms of devices from Facebook, as well as to its measurement functionality for delivery and conversions. This type of attribution increases in its importance along with the rise of the number of devices being utilized by each individual user. A statement released by Facebook about this social media marketing has pointed out that while smartphone and tablet based ads are not very likely to drive a purchase that will occur right away and on that device, they do have the potential to influence one made on another device at a later time.

This means that it will be easier to track social media marketing viewed over mobile that leads to a sale on a PC.

Tests on this mobile marketing tracking technology were carried out this year from May through July. They indicated that among the individuals who had shown interest in an ad that they saw over Facebook mobile, there was a conversion rate of 32 percent on the desktop computers of those individuals at some point during the 28 days that followed.

Until now, it has been impossible for marketers to be able to track the impact that their ads have had when a user changed devices in order to take action on Facebook advertisements that they had seen. This feature is changing that so that when a user switches from one device to another, it is still possible to track their behaviors.

The Facebook blog illustrated the social media marketing point by saying “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?,” and adding “Probably not. But perhaps you go back to your office later that day and buy on your desktop computer.”

Facebook social media marketing ad format launch underscores mobile shortfalls

Rebecca | December 23, 2013

This recent addition by the giant network is shining a light on the failures marketers have made in connecting with smartphone users.

A recent addition to the Facebook social media marketing offerings is a new ad format that provides brands with the opportunity to engage with smartphone users once again when they have already previously installed their apps onto their mobile devices.

This also points out a number of flawed ideas that have developed regarding with mobile communications by marketers.

This new step has drawn attention to some of the flaws that have come up in the ways that Facebook social media marketing has been adopted by marketers in order to communicate with their audiences over mobile channels. The new format was designed to help to compensate for the failings in the way that the social network has been used in the past by advertisers.

There remain considerable weaknesses in the use of Facebook social media marketing, particularly over mobile.

The new ad format is designed to help to overcome that problem by giving brands a way to develop a call to action for customers that have already downloaded the brand’s app from within the social network’s own application, but have then stopped using the brand’s app. As there will be a number of different formats available, it will be possible for marketers to direct mobile users on the social network to check out specific features and content from within their own apps.

The point of these new formats is to give brands the chance to obtain a new “second chance” in which they can engage with smartphone users once again after having encouraged them to download their app, but then having failed to keep them interested. This could provide advertisers with a considerable opportunity to communicate with users, or it may simply offer yet another way in which they will miss the point and generate only temporary interest in a brand.

The entire premise behind the Facebook social media marketing attempt is that if it is there, people will come to get it. Though this has many quite excited, there has been considerable skepticism expressed, as well. Only time will tell.