New data from Facebook shows that one-third of all mobile ad views yield conversions much later on desktop computers.

Web marketing knowledge generally paints a picture of two groups: Mobile users and desktop browsers. Yet nothing could be further from the truth, as new data from Facebook shows. Of all the people who click on a Facebook ad via mobile devices, 32 percent end up converting on a desktop computer. In fact, the more time that passes after interacting with a mobile advertisement, the more likely a person is to eventually convert on a separate device.

There aren’t mobile-only or desktop-exclusive browsers anymore. They’re one in the same, and individual users are accessing brand content across devices throughout the day.

The information comes at the same time Facebook has updated tracking interface for social ads. The network is giving customers even more information about how people interact with advertisements, and one of the thorniest issues to date has been accounting for people who browse the web on different devices. This might seem like a small slice of overall social marketing traffic, but it actually constitutes a large portion of visitors who see content online.

Modern marketing means walking a fractured path

It shouldn’t come as a shock to anyone that people switch between devices to follow content, but the extent of the disruption to traditional sales pathways is growing. And as long as people move from Facebook to organic search to email as anonymous browsers, it’s going to be difficult to track them from awareness to conversion. That’s why social is an important component of digital marketing.

Customers who interact with social and search content from a brand will yield conversions 68 percent higher than people who just interfaced with one or the other. It’s more important than ever before to consider every touchpoint in the sales funnel to capture users who bounce from one device to another. A comprehensive digital marketing strategy sees all channels as important parts of a process that builds awareness as users hop devices and platforms, and eventually leads to new business.

Want to learn more? Check out these related Brafton resources:

 Marketers: Don’t fear the coming of the multi-device world [data]
 Social is important for planting search conversions seeds [study]
 17% of marketers risk content ROI by overlooking sales funnel [study]

Alex Butzbach is a Marketing Writer at Brafton. He studied Communications at Boston College, and after a brief stint teaching English in Japan, he entered the world of content marketing. When he isn't writing and researching, he can be found on a bike somewhere in Metro Boston.