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I don't think that this has to do with ad type. Advertising companies shows ads based on user history. I don't think that you can do that because not every ad has the same CPC and if this can be done everyone will chose to show only ads with high CPC.


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I think @media-queries are simpler. You load the two ad units and under 768px you hide one and show the other. This is valid. The solution you are using is good but as you insert the new ad unit under 768, you also need to remove the other. This guide from Google explains what you can't do: Hiding ad units at anytime (e.g., display:none), unless ...


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You are most likely suffering from the Virtual Bagel (most recently named the Facebook Ads fraud). I had noticed results like the ones you report before and never actually looked too much at it because I've never invested too much in FB Ads, until most recently after I did a campaign to increase the likes on one of my pages, the Followers grew and the ...


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From my experience, a single Facebook conversion tracking pixel works fine to measure the performance of multiple ads. In case you don't trust this answer, feel free to create a conversion pixel for each ad. Don't forget to connect the pixel to the ad. When you are using for instance Google Tag Manager, it's easy to add/remove conversion pixels



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