AdWords gains 3 new cross-device attribution reports

Based on AdWords cross-device conversion data, the new reports show device influence through the full conversion path.

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Google is introducing three new reports on cross-device activity, along with a reorganization of the Attribution section under the Tools menu in AdWords.

With six out of 10 online conversions in the US starting on one device and ending on another, according to a Google/Ipsos study, the new reports are designed to help marketers track cross-device conversion paths, including those that feature search ad clicks from more than one device in a conversion path.

The new cross-device activity reports:

  • Devices: an overview of the cross-device activity in your account.
  • Assisting Devices: shows assist levels  and values by each device type — mobile, tablet, desktop.
  • Device Paths: the top conversion paths for visitors who used more than one device before converting.

cross-device-attribution google adwords

You’ll notice in the screen shot above that the existing conversion, path and click analysis reports are now rolled up under their own sections within the Attribution reporting menu. The new reports and layout will be rolling out over the next several weeks.

With this announcement, Google also released benchmarks on cross-device conversion activity for search campaigns in the United States, Japan, Germany and Great Britain.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was Third Door Media’s former Editor-in-Chief (October 2018 to December 2020), running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, MarTech and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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