Ben Davis says, “Cross-device conversions can now be reported at keyword-level in Google’s search, display and shopping ad products.

This means advertisers can optimise for cross-device conversions within their automated bid strategies, for example looking at cost per acquisiton (CPA) across mobile, tablet and desktop.

What does this mean in the context of other recent Google product updates?

Marketers will further understand the impact of mobile

Mobile searchers now represent the majority in a number of markets. Yet the device is under-represented when comparing conversions with desktop.

If a user clicks an ad on mobile, fails to convert but returns to desktop to complete the action, Google will chalk this up as a cross-device conversion (for both search and display ads)“.

What does the rollout of Google cross-device conversions mean for marketers?

‘Econsultancy’ Blog

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