Google announced the launch of Estimated Total Conversions for search ads in AdWords. This feature is designed to show advertisers the conversions they see immediately, like online sales, in addition to an estimate of conversions that will likely take multiple devices to complete.
“Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels,” says Sridhar Ramaswamy, SVP, Ads and Commerce at Google. “For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights. Today, we are beginning to bring this level of insight and measurement to all advertisers.”
Google is kicking off the feature by rolling out estimated cross-device conversions globally. Google says it will eventually add other conversion types (like phone calls, store visits and conversions from ads on the search and display network).
Google says it has analyzed data across thousands of advertisers looking at cross-device conversion patterns. Here’s a look at some of the data for a few verticals:
This is just the latest in a series of AdWords feature releases designed to give advertisers better insights into conversions.
In August, Google launched cross-account conversion tracking and search funnels, enabling advertisers with multiple AdWords accounts to measure across accounts with a single tag and combined reports. Last month, the company launched the AdWords “conversion import” feature, making it easier for advertisers to measure and optimize events that happen away from their sites.