Add the Facebook pixel to your website and the Facebook SDK in your mobile app To leverage all of the capabilities Facebook has built for mobile app on Facebook across all devices. For example, if a retail and e-commerce advertisers, such as dynamic product shopper browsed for watches on your mobile app but didn't retargeting, conversion optimisation and cross-device purchase, you can automatically retarget them with an advert measurement, make sure that your website is set up with the for that watch when they visit Facebook on their laptop. Facebook pixel. If you have a mobile app, make sure it is set up https://developers.facebook.com/docs/app-events with the Facebook SDK with App Events. With these items in place, you can target people who visit your website or use your Test different creative formats in different countries One creative does not apply for all markets. Set aside some be more responsive to price. Consider communicating clearly time to test the different creative formats for your audiences about your unique selling point and testing strong call-to- in different countries. For example, German customers may action copy so that you identify the best-performing creative be more responsive to quality, while American customers may prior to the campaign launch. Know your customer's conversion path After implementing the Facebook pixel, SDK and standard Get started with the Facebook pixel here: events, you can review cross-device conversion paths in https://www.facebook.com/business/a/online-sales/ adverts reporting. Using this data, you can identify typical conversion-tracking conversion paths and tailor your marketing to accommodate Get started with the Facebook SDK here: your customers' behaviour. For example, if your customers https://developers.facebook.com/docs/app-events tend to browse on their mobile device and purchase on desktop, you can draw their attention with video on mobile https://www.facebook.com/business/news/cross-device- and use an advert with a strong call to action on desktop. measurement https://www.facebook.com/help/510910008975690 CROSS-BORDER BUSINESS HANDBOOK

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