“It’s free and always will be”, Facebook declares. But having access to the world’s largest social network comes with costs. The company makes money mostly out of marketing practices. Most changes made to the network are related in one way or another to how Facebook will monetize data on user activity.
The mobile Facebook app is increasingly important for the company as more and more users decide to access the network on the go. Facebook tracks shopping habits for a long time. So displaying an ad on the mobile version is thought by Facebook to worth more if it is considered a part of the ecosystem.
The richer the information of user habits is, the more Facebook can increase its revenues. The company knows that users access their Facebook accounts through various devices and with the latest change, it plans to offer more informed data to marketers. One step was taken with the recent acquisition of LiveRail, a service which will help deliver video ads outside of the Facebook page.
We heard about the Facebook Buy button for a while now. The company decided to start testing the new feature less than a month ago.
Facebook tracks shopping habits to show marketers the power of the Facebook mobile app
If a user sees an ad for a product on the mobile Facebook app and decides to go ahead with the acquisition on another device, the social network company will consider the mobile ad efficient.
“With the new cross-device report, advertisers are now able to see where someone saw an ad, the device they used, and which device was used when they converted,” Facebook announced on Wednesday through a blogpost, Bloomberg notes.
So marketers have another reason to be happy, as such a detailed insightful information can be easily transformed into increased sales. Advertisers can already measure the impact of their products on both mobile and desktop Facebook versions, but only separately. The new function will be enabled through the integration of specialized Facebook trackers on the webpages. Facebook offers another product for measuring offline action after an ad has been visualized.
Users are now more engaged with the mobile Facebook version more than ever, this is why Facebook tracks shopping habits on separate devices. In fact, 62 percent of Facebook’s ad revenue came from mobile ads in the last quarter, Adage states. In the same period, 80 percent of the users reached their Facebook through mobile devices.