Which of the following is incorrect about AdWords cross-device conversions?
- A) Cross-device conversions do not track from mobile to desktop conversions; it only tracks desktop to mobile conversions
- B) Cross-device conversions help advertisers track conversions that couldn’t be tracked before in AdWords since they were attributed to another non-AdWords channel like organic search or direct
- C) Cross-device conversions do not track from desktop to mobile conversions; it only tracks mobile to desktop conversions
- D) Cross-device conversions help advertisers understand the device that received the last ad click before the conversion
Conversion tracking is possible to “from mobile to desktop” conversions and not to “from desktop to mobile” conversions.
Full Value of Mobile and untracked conversions
Each time a consumer doesn’t use a mobile phone for all the steps in the purchase funnel, AdWords is unable to track and attribute that conversion to the device. Not being able to track a conversion through the purchase funnel generally occurs in four categories:
- Cross-device (a consumer searches and clicks on one device but converts on another, often moving from mobile to desktop)
- Calls (a consumer searches and clicks on a device but ends up calling the business to convert)
- In store (a consumer searches and clicks on a device but ends up going to the store to make the purchase)
- In app (a consumer searches and clicks on a device but ends up opening or downloading the app and converting in the app)
Untracked conversions happen on all devices. However, mobile phones generally tend to have more untracked conversions compared with other devices. Two reasons for this are small screen size and non-optimized mobile sites. Consequently, consumers tend to switch to desktop or call the business when they’re ready to make a purchase. In addition, many consumers end up going to a brick-and-mortar store to make a purchase after searching for the product on their phone.
What’s Full Value of Mobile?
Full Value of Mobile (FVOM) promotes the idea that mobile conversions are about much more than just mobile commerce, and that conversions in a store, via phone, or on a PC may have originated from a mobile phone.
FVOM is also a way to estimate leaked conversions in order to correctly assess the value of mobile. Not attributing leaked conversions is essentially undervaluing mobile devices because of their assisting characteristics (such as call and in-store conversions).