Google just announced that it’s bringing cross-device measurement to DoubleClick to enable advertisers to measure all of their campaigns across the web.
Cross-device conversions are Google’s estimates based on aggregated and anonymized data from users who have previously signed in to Google.
Google wants advertisers to capture “leaked” conversions from their campaigns, which include when some “micro moments” take place on various devices. Google recently launched a Micro Moments resource site, which provides insights to help marketers better understand how people are interacting with their business.
Google is now sharing conversion uplift benchmarks for various industries and in four countries. As the company explains, these are additional conversions that would otherwise not have been attributed to AdWords when using single-device measurement methods.
“Consumer behavior is undergoing a massive shift: the consumer journey has fragmented from a series of predictable media sessions to hundreds of ‘micro-moments,’ where people turn to the nearest device to solve an immediate need,” Google explains in a blog post. “Our goal is to help marketers put the puzzle pieces of the consumer journey back together, which is why we’ve been investing in cross-device technologies for the last two years. Since the delivery of cross-device reporting in AdWords last year, advertisers around the world have seen an uplift in conversions reported when including cross-device data.”
Here’s a look at leaked conversions:
Google has a “best practices” checklist for optimizing across devices in AdWords here.
Images via Google