Retargeting on Facebook has been a huge hit, and has become a must-have component of any business’s performance marketing strategy. When Facebook first launched News Feed ads on Facebook Exchange (FBX) last summer, it gave advertisers a new way to execute high-performance retargeting campaigns on a highly visible, social ad unit reaching over a billion users around the world. In December, Facebook doubled down on its offering by releasing a second way to execute retargeting campaigns through Custom Audiences from your Website (WCA), which expands reach to mobile and tablet audiences, and also allows advertisers to overlay website intent data with Facebook data like demographics or pages liked.

Now that there are a variety of ways to retarget across the world’s largest social network, and the ability to reach users across a range of devices, we wanted to break down the results so marketers can decide what makes sense for their business, and what to expect.

Last year we reported on adoption and performance metrics for the then-new FBX News Feed ads. In 2014 we wanted to take a closer look at the effects of introducing mobile. For this report, we reviewed data from over 800 million impressions across 215 AdRoll advertisers running retargeting campaigns on Facebook on desktop and mobile, and across the web. Here are some of our findings:

  • The CPM cost of News Feed ad impressions on mobile is 57% lower than News Feed impressions on desktop, and generate a 10% higher CTR. This results in a 61% lower CPC for ads in the News Feed on mobile compared to the News Feed on desktop.
  • When layering News Feed campaigns on desktop onto web campaigns, our sample of advertisers delivered on average 5.7% more impressions yet generated an impressive 53% more clicks.
  • Much like News Feed on desktop, mobile is ideal for driving high click-through-rates and achieving downstream ROI goals. By adding mobile to an existing campaign of web and News Feed ads on desktop, our sample saw on average 29% more clicks.
  • As a complementary channel, News Feed on mobile adds an average of 3.8% incremental conversions to an existing retargeting mix of web and News Feed on desktop. We anticipate this to increase as advertisers expand beyond test budgets.
  • The apparel, beauty, and technology industries have had the quickest adoption of mobile ad sizes, while media and entertainment serve the highest-performing mobile campaigns.

For more in-depth analysis, download the full report now.