AdWords to measure conversions across platforms
- Google’s AdWords now offers marketers the ability to track display ad conversions across platforms by tracking views from apps to websites.
- To create the Estimated Cross-Device conversion rate, Google takes into account aggregated and anonymized user data.
- Other AdWords metrics available for marketers include call conversions and in-store visit estimates.
Google is expanding marketer’s insights into display ad campaigns by adding multi-platform conversion metrics that track views from apps to websites. Previously marketers could only track website visits with AdWords campaigns.
“Let’s say you’re the marketing manager for a hotel whose ad for a summer getaway runs in a weather app," Google described an example of how marketers can use the new metric. "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.”
The new Estimated Cross-Device conversion rate is creating using aggregated and anonymized user data, and provides marketers conversion metrics that begin with an in-app or website ad click, even if the process begins on one device and is completed later on another.