Report shows key differences in what Facebook users do after they click ads on mobile versus desktop

Facebook users are more likely to Like or comment on a page post after clicking on a mobile Sponsored Story than users who click on a desktop ad, according to a report by Facebook ad optimization company AdParlor.

Specifically, users coming from mobile ads comment 22 percent more and Like posts 63 percent more than users who come from desktop ads. Users who clicked on desktop ads, however, generate 6 to 8 times as much engagement when it comes to making Wall posts, clicking links, playing videos and viewing photos.The ease of taking these different actions on desktop versus mobile is likely the main reason for the differences. Loading photos, videos and webpages is particularly slow within the Facebook app. Liking and commenting is relatively quick. Wall posts are likely more common on desktop than mobile since making a post on mobile requires an extra click to pull up the publisher.

This post-click engagement is now possible to track since Facebook changed its ad reporting in April to include a wider set of actions beyond Likes and app installs. The new conversion spec tracking through the Ads API could change the way advertisers optimize their ads and judge the value of their campaigns, but this is the first public report we’ve seen that explores what users do after they click Facebook ads.

AdParlor also looked at the difference in costs and clickthroughs on mobile versus desktop ads, as well as differences among business verticals. The full report is available here.

Tumblr Marketing

Mediabistro Course

Tumblr Marketing

Starting December 1, learn how to market using the most popular visual blog! In this course, you’ll learn how to develop a strategy for your own Tumblr account, get people to read and share your content, and integrate your marketing efforts with other social platforms. Register now!

 

Leave a Reply

3 Responses to “Report shows key differences in what Facebook users do after they click ads on mobile versus desktop”

  1. Social Media Newsfeed: Mountain Lion | Facebook Resignation | Foursquare Ads - SocialTimes says:

    [...] intense pressure to show its business model can deliver solid growth and profits for shareholders. Inside Facebook Facebook users are more likely to Like or comment on a page post after clicking on a mobile [...]

  2. Facebook Mobile Ads vs. chování uživatelů says:

    [...] Zdroj: IFB [...]

  3. How To Use Facebook Ads | Get More Facebook Likes | Medford says:

    [...] Report shows key differences in what Facebook users do after they click ads on mobile versus desktop if (typeof(addthis_share) == "undefined"){ addthis_share = {"passthrough":{"twitter":{"via":"ParaduxMedia"}},"url_transforms":{"shorten":{"twitter":"bitly"}},"shorteners":{"bitly":{"login":"paraduxmedia","apiKey":"R_8cc1261acda958055af185042f8c5c8a"}}};} var addthis_config = {"data_track_clickback":false,"data_ga_property":"UA-12149909-3","data_ga_social":true,"data_track_addressbar":false,"data_track_textcopy":false,"ui_atversion":"300","ui_508_compliant":true}; var addthis_product = 'wpp-3.0'; Filed Under: Beyond the Pond Blog Tagged With: AdParlor, Advertising, BlackBerry, Business, Clickthrough rate, facebook, Facebook features, Facebook Mobile, iPhone Other Posts from the Facebook Series [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Sr. Editorial Content Manager

Amazon
New York, NY

Social Media Specialist

Penske Media Corp.
Los Angeles, CA

Social Media and Online Assistant

Education Management
Chester, PA

Web Content Creator

John Paul Mitchell Systems
Los Angeles, CA

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More
 

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us