Dive Brief: 

• In an effort to prove the effectiveness of its mobile ads, Facebook has introduced conversions that link mobile ad views to a purchase on another device. 
• Advertisers will now be able to tell, for example, if a user saw a mobile ad on a smartphone and then later made a purchase on a desktop. 
• According to Facebook, 32% of users who "showed an interest" in a mobile ad went on to later become some sort of customer on a desktop within 28 days. 

Dive Insight: 

Facebook's conversions data could be huge for mobile ads. There is still some hesitation from advertisers that mobile ads are valuable because of the small size and seemingly small conversions, but if Facebook is able to prove that the mobile ads are converting on desktop that could change things.