August 19, 2014

Multi-Device Marketing with Facebook Ads

On August 13, Facebook announced cross-device reporting support for Facebook Ads. As a company that deals with a lot of Facebook advertising, this is a welcome development. It adds a layer of clarity towards our internal attribution models.

If this is your first time to encounter cross-device reporting, the premise is simple. All your customers go through several conversion paths or what we would call a customer journey. In this multi-device world, these are real challenges facing smart marketers. You would like to see how their investment in mobile/tablet ads influenced a sale on your website. For example, you might dismiss the performance of a mobile campaign on Facebook due to lack of conversions. This is a common occurrence.

The thing is, mobile is often credited as an “assisting” channel. Due to limitations on the device, it’s harder to convert – like capture credit card information. And unless there’s a clear call-to-action on your ad, maybe they just need time to think about it?

It’s now possible to make sense of all these with Facebook. With a solid mobile user base, it’s never been easy to establish authenticated conversion paths to a user. They’re always logged in! While we have to be careful about ad fatigue ( the number of times a user sees an ad), we can now arm ourselves with information that would allow us to justify media spend. Facebook, in its announcement, mentioned that user convert within a 28 day period. Can you last that long?

If you want to dive deeper , the latest version of Google Analytics – Universal Analytics has User-ID support, which tracks authenticated users across many devices. The applications of user tracking are different but it helps you answer other areas like mobile behavior and conversion paths within your own site.

Key here is you would like to have a deeper understanding of the customer journey.