[bigmario]

Running an ad on mobile for a site that's not optimized for mobile is a HUGE red flag, not some afterthought that should be mentioned in the conclusion. I'd wager anything most of Facebook's traffic comes from smartphones and tablets nowadays.

[psionski]

The interesting thing to note is that he has different results for people that come from Google - maybe people have different expectations about the website depending on whether they're looking for it on Google or just sitting in an app like Facebook?