Despite 63 percent of Facebook ad clicks occurred on mobile devices during 2014’s fourth quarter, just 34 percent of the social media giant’s conversions—either a sale, download or completed lead-gen form—came from smartphones and tablets.

This new stat, from Marin Software’s quarterly Global Online Advertising Index, means nearly two-thirds of all Facebook ad conversions are happening on desktops even though the digital platform’s usage is increasingly skewing toward mobile.

The same study found that 39 percent of clicks on paid search ads from sites like Google were via mobile devices, yet 31 percent of the paid search category’s purchases came from mobile viewers. So the clicks/conversions ratio clearly favors Google over Facebook.

See more at: adweek.com


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