On October 1, Google launched their long-awaited cross-device conversion tracking solution. First announced in February along with Enhanced Campaigns, Estimated Cross-Device Conversions uses a sample of the advertiser’s actual audience data to extrapolate the number of times an advertiser’s audience clicks on a paid search ad on one device and then completes a conversion on another device.
Historically, there has been no way to track user behavior across devices. For example, if a user clicks on a paid search ad on their tablet and then later navigates directly to the advertiser’s site on their laptop and makes a purchase, the paid search ad gets no credit for beginning the path to purchase. As usage of multiple devices has grown over the past several years, this gap in the data has become more and more significant.
To help fill this gap, Google’s Estimated Cross-Device Conversions allows advertisers to see which Campaigns and AdGroups begin a path to purchase that concludes on another device (or another browser on the same device). Advertisers can then optimize based on this data and strategically increase overall paid search performance. Google’s tests have shown that this new cross-device data allows advertisers in the travel and technology industries to track 8% more conversions than previously. Retail advertisers saw 7% more conversions.
Estimated Cross-Device Conversions is the first component of Google’s larger Estimated Total Conversions metric; in the coming months, Google plans to add estimates for store visits and calls preceded by paid search clicks. iProspect will continue to partner with Google to test these new conversion types and update bidding and reporting solutions in order to leverage them fully.