Facebook today took one more step in making its advertising more accountable for media buyers: it has now rolled out a conversion measurement system across its global footprint. Aimed at direct marketers, the optimization and conversion toll was first announced back in November; now it’s available globally, and can be used on all Facebook ads and sponsored stories, the company says, as well as in combination with any other targeting services. And, in a sign of increasing cross-platform marketing, Facebook says that its conversion measurement tool is can report when a user views an ad on one platform, like mobile, but then converts on another, like a PC. It’s the only tool so far that can do this — but as Facebook continues to expand its advertising business, it’s not likely to be the last.
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