Consumer behavior is constantly evolving. Consumers might use one platform to do research (e.g – Facebook or other social media sources) and another one to make the actual purchase of products and services. Facebook recently launched a powerful new tracking tool which enables advertisers to better monitor user behavior. The tool gives important insights on cross-device reporting for Facebook ads. One of the main highlights of this new tool is the ability to “view the number of people that clicked an ad on an iPhone and later converted it on the desktop”.
The beauty of this tool is that it takes away some of the guesswork associated with consumer behavior. It enables better and stronger targeting and a richer understanding of how and where to reach consumers effectively. It has the potential to leave Facebook’s main competitors in the dust trying to play catch-up.
So how does this compare to Facebook’s rival Google and its tools?
Google has its own tracking tool for AdWords called ‘Estimated Conversions’, but it is less reliable and limited only to AdWords. So it appears that Facebook is making significant strides to better serve brands and advertisers, and to make the folks over at Google sweat. However, we shouldn’t underestimate Google’s capabilities especially in light of the fact that they have a broader spectrum of platforms (such as Google Play, Youtube) for their ads. The potential for Google to monetize cross-device action is huge, and the question we’re left with is not when but rather how can Google match and exceed Facebook’s powerful new tool.
Boris Shurp & Tsur Shraibman are part of the Digital Marketing team at dmg.