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AdWords: Cross Device Conversion Tracking Rolled


In July 2016, Google announced that cross-device conversions would be automatically included in the Conversions column to give advertisers a more accurate and complete view of campaign performance.

Google revealed advertisers that are using cross-device conversion tracking have measured an average of 16% more conversions. The cross-device insights have led to a more complete and precise view of ad performance, which can help advertisers guide the direction of their next campaigns.

What is It?

As an advertiser, you need to track every one of the conversions in your AdWords campaign, including those that begin on one device or browser and end on another. Using the “cross-device conversions” setting, you can include these conversions in your “Conversions” column and factor them into any automated bid strategy you’ve set up.

How does it work?

Usually, your “Conversions” column only includes only those conversions that happen on the same device where the ad has been clicked. But if you don’t know then here is a thing that AdWords offers cross-device conversions to track conversions that happen when someone clicks an ad and then completes that conversion on another device, browser, or on an app.

With “Cross-device conversions” setting you can include all different devices conversions in your single  “Conversions” reporting column. This helps you to also optimize your campaign for automated bidding strategy for campaigns that optimizes automatically for conversions, like target cost-per-acquisition (CPA), target return on ad spend (ROAS), and enhanced cost-per-click (ECPC).

The crucial advantage that an advertiser get is that they have easier look to the information about how their ads perform across all devices. This information could also provide valuable information about a business’s customers.

What Benefit it give?

  • People learn more about your business across multiple devices and screens.
  • All conversions can help you to attribute your conversions like “online, in-store visits, or over the phone” to the right campaign or ad group.
  • Know how your AdWords campaigns influence the conversions across devices and browsers, in mobile apps, on the phone, and in-store visits.
  • Be more informed and take wise business decisions about how you bid online.
  • Make effective decisions for allocation of resources between your online and offline budgets more easily.
  • Optimize your mobile bids. Just segment your data by device type so you can compare All conversions for each.


What’s changing?

Starting March 14, 2017, in Adwords the Conversions column for existing and new Search and Shopping campaigns will automatically include cross-device conversions, letting you see all of your conversions in one place.

If you’re using automated bid strategies, this additional cross-conversion data can also help AdWords optimize your bids for conversions. You may notice an increase in bids and campaign spend as the system adjusts to a complete view of your conversion data.

What to do?

You do not need to take any action to see these additional metrics. Please review your Conversions column data after March 14, 2017, as you may see an increase in reported conversions after this update. To view your cross-device conversions separately, add the “Cross-device conv.” column to your reports.


We will know more about it, as it fully rolls up in March 2017. Just Keep an Eye on the changes of your AdWords and also you know when something new comes up we will be the first to inform you about that.


Daksh is a qualified Google AdWords Professional. He has been the spear head for many successful Search Marketing Campaigns and currently oversees Paid Marketing operations of “Digital Marketing Handler”

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  1. Martin Vinena : March 11, 2017 at 4:24 pm

    It is truly a nice and helpful piece of information. I’m happy that you shared this useful information with us. Please keep us up to date like this. Thank you for sharing.|

  2. Amazing Site. Really enjoyed reading.

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