Facebook revealed its latest earnings today, and they were a landmark moment in the company’s development: Facebook has cracked the hardest nut of getting you to look at ads on your smartphone.

Advertising on mobile devices now accounts for 76% of the company’s total advertising revenue, or $2.9 billion. Facebook’s revenue for the June quarter surged to $4.04 billion and beat Wall Street estimates.

Facebook, in other words, has learned better than any other social network how to turn your profile into space it can sell to advertisers. Twitter and LinkedIn have struggled with the same task.

When Facebook went public in May, 2012 it generated almost no revenue from smartphones.

Those smaller screens are the most appealing to advertisers, because they’re the ones that are always with us.

“Mobile is the engine of our revenue growth,” Sheryl Sandberg, Facebook’s chief operating officer, said on a conference call with analysts after the earnings release.

That mobile growth is going to increase, most likely. Facebook’s expenses grew 82% year-over-year to nearly $2.8 billion for the quarter as the company is said to be in “investment mode.”

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