Which conversion metric can give you more insight into how your ads drive conversions on mobile phones, computers, and tablets?
As an advertiser, you want to track all the conversions that your AdWords campaigns drive, including those that begin on one device or browser and end on another. By using the “Include cross-device conversions” setting, you can include these conversions in your “Conversions” column and factor them into any automated bid strategy that you’ve set up.
Cross-device conversion is a part of “All Conversion”. People learn about your business across multiple devices and screens. All conversions helps you attribute your conversions — online, in-store visits, or over the phone — to the right campaign or ad group.
In order to measure cross-device conversion statistics, part of “All conversions,” Google use aggregated and anonymized data from users who have previously signed into Google services. This allows Google to provide advertisers with highly accurate and granular reporting on cross-device behavior without compromising user privacy. Google only show cross-device conversions when there’s enough data to make a highly accurate calculation. That means that to report this data, Google must have at least 95% confidence that the calculation is within 10% of the actual value.
Read more here: https://support.google.com/adwords/answer/3419678?hl=en
Each conversion action you track probably has a different value for your business. Some may be your main goals, while others may be helpful to track, but you don’t want to adjust your bids to achieve them. Still, looking at all of your conversions together provides a broader view of how your business is doing.
At the same time, your customers use many devices to communicate, entertain themselves, and shop. You want to measure not only ad clicks and conversions that happen on the same device, but also clicks that lead to conversions on another device, another browser, in a store, or over the phone.
The “All conversions” column gives you a view of all the conversions that your AdWords campaigns drive. This column combines the “Conversions” column with calculations of harder-to-measure conversions like phone calls, store visits, in-app conversions, and Display conversions that are completed after a customer uses more than one device or browser. “All conversions” also includes any conversion actions that you’ve chosen not to include in your main “Conversions” column.
Keep in mind
Cross-device conversions, a part of All conversions, are tracked for AdWords ads traffic on Google Search pages, YouTube, the Google Display Network and video partner sites, and AdMob, at this time. Cross-device conversions aren’t tracked for app install conversions or with imported goals from Google Analytics or AdWords Conversion Import. Similarly, Store Visits are only calculated for Google Search pages, the Google Display Network, and YouTube.
People learn about your business across multiple devices and screens. All conversions helps you attribute your conversions — online, in-store visits, or over the phone — to the right campaign or ad group.
Here are some of the benefits of using All conversions to make important advertising decisions:
- See how your AdWords campaigns influence your conversions across devices and browsers, in mobile apps, on the phone, and in-store visits.
- Make more informed business decisions about how you bid online.
- Make better decisions about allocating 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.