Dive Brief:
- Facebook will allow advertisers see user activity between multiple channels in a new cross-device reporting service.
- Using the tools, marketers can see where users are viewing ads and where they are converting.
- New research from the Altimeter Group found that over 60% of online adults in the U.S. use at least two devices daily, with 40% starting an activity on one device and ending it on another.
Dive Insight:
This new service is testament to the growing number of shoppers who visit multiple devices before completing a purchase, a behavior that retailers and marketers are still trying to track. Knowing which device is better for marketing, and which device is better for a sale can help companies allocate the right resources to different channels.