AdWords gains 3 new cross-device attribution reports

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.

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.