google-adwords-gradient1-1920In AdWords news, Google has now included cross-device conversions in the Conversions column for the tool.  Cross-device conversion data is now available at the keyword level and can be used to inform conversion-based bid strategies.

The neat thing about the new cross-device conversions is that it measures transactions that are started on one device or browser and completed on another.

Keep in mind that, as of the middle of October, the Conversions column is going to include only conversion actions that users have selected for optimization.  With this update, the “estimated” has removed from the cross-device conversions.  This change, as well as today’s announcement, has underscored growing acceptance and confidence in the numbers behind cross-device conversions since the tool first launched in 2013.

In order to have cross-device conversions become a signal within your campaigns and automated bidding strategies, you simply need to enable it in AdWords.

Here’s how you do that:

  1. Navigate to Conversions under the Tools tab in the AdWords UI and click Settings
  2. Make sure that the Conversion metric is set to “Conversions,” instead of “Converted Clicks.”  (This is due to the face that cross-device conversions aren’t counted wit the Converted Clicks metric)
  3. Check the box that is underneath the conversion bid metric setting.  This is to include cross-device conversions in the Conversions column.  This enables cross-device conversion data to inform any conversion-based strategies.

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The new cross-device conversions feature will be available in

  • Search campaigns
  • Display campaigns
  • Shopping campaigns

We will see this update take effect today.

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