<b>Desktop EPC ran 1.9x mobile despite mobile owning 71% of clicks</b>

<b>Desktop EPC ran 1.9x mobile despite mobile owning 71% of clicks</b>

Mobile drives the traffic; desktop drives the dollars. Split your clicks by device class.

— Mobile: 71% of clicks, EPC ~$9 (n=160k)
— Desktop: 26% of clicks, EPC ~$17 (n=58k)
— Tablet: 3%, EPC ~$14

Desktop wins on AOV (bigger considered purchases) and conversion (easier checkout review). Mobile leaks at the app-handoff step and on high-consideration buys.

<i>So what:</i> If a post targets a high-AOV purchase (laptops, appliances), surfacing it to desktop-heavy referrers (newsletter, long-form search) beats chasing mobile social volume. Segment EPC by device before you judge a content format.