Analyse cross-device conversions
From your Cross-device dashboard, you can see how people engage with your business or media across multiple devices. Facebook Attribution uses people-based measurement to help you better understand how paths to conversion happen across devices, beginning on one device and ending on another.
You can see how many paths to conversion happened on multiple types of devices, which type of device someone was using when they saw or clicked your ads and which type of device they were using when they converted. With this information, you can compare which types of devices may be most efficient at driving conversions, as well as how many average touchpoints happened on each type of device before conversion.
In the top right, confirm that you've selected the conversion and reporting period you're interested in. Learn more about selecting the conversion and reporting period.
Both desktop and mobile devices
Take a look at how many conversion paths include both desktop and mobile devices. How does this data compare to your understanding of your own business? Facebook Attribution leverages Facebook's people-based measurement to tie actions directly to real people on Facebook who took those actions across publishers, channels and devices both on and off Facebook. As a result, you may notice that you can see many cross-device conversions that other measurement tools may not have been able to report.
Desktop conversions after interactions on mobile
Check the percentage of conversions on desktop that happened after people interacted with your ads on mobile. For these cross-device conversions, people may have initially seen your ads on mobile, but converted later on desktop.
You can always adjust the reporting period to see how a longer reporting period may affect the percentage of conversions that are reported. Think about how the length of the reporting period aligns with your business model. You may notice that it generally takes a longer period of time for cross-device conversions to occur when compared to single-device conversions. For example, if your business tends to require a longer period of time for people to learn about your product, you may notice that many people may first interact with your business on their mobile devices before returning to their desktop computers to complete a purchase. In this case, you might expect that the number of desktop conversions after interactions on mobile to be fairly high.
Mobile conversions after interactions on desktop
Check the percentage of conversions on mobile that happened after people interacted with your ads on desktop. For these cross-device conversions, people may have initially seen your ads on desktop, but converted later on mobile. For example, if your business boasts a popular mobile app or mobile website experience, you may notice that most people are able to make a purchase on their mobile device without having to switch to their desktop computers. In this case, the number of mobile conversions after interactions on desktop might be fairly low.
Optimise your advertising budget
As you develop a better understanding of cross-device conversions, you can consider allocating more budget to ads on those devices that you believe help drive conversions for your business, rather than ads on devices where the conversions actually happen. For example, if you notice that most of your conversions happen on desktop, but that most of these desktop conversions happen after earlier interactions on mobile, you might consider reallocating your advertising budget more towards ads and media on mobile devices.
* Nguồn: Facebook