Google announced that advertisers can now take advantage of Estimated Total Conversions for measuring conversions that started on the web and finished in an app, or vice versa, for display campaigns.
This will require the advertiser to set up conversion tracking on their Android and/or iOS app for in-app activities. The feature will work if the click and conversion happen on the same device or across two different ones.
"For example, let’s say you’re a clothing retailer," explains product manager Levent Besik. "Shoppers might click your Display ad for blue jeans on their smartphones while reading the news in a browser, then buy those jeans later in your app on the same device. You’ll now be able to measure these conversions that occur between web and apps as part of Estimated Total Conversions."
"Similarly, let’s say you’re the marketing manager for a hotel whose ad for a summer getaway runs in a weather app," Besik adds. "Potential customers may click on your ad while checking the weather on their smartphones in the morning and then book rooms later in the day on your website from their computers, or with your app on their tablets. You’ll now be able to measure these conversions that start on one device and finish on another, whether between web and app or between apps."
Cross-device conversions come from aggregated, anonymized data from users who have previously signed into Google services.
Google discusses Estimated Total Conversions and conversions between mobile apps and the web here.
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