A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance.

column-set-600x497I called it the “next frontier for online marketers” in a previous post, and we are now officially getting there!

In AdWords, a new column called “Est. total conv.” (aka Estimated Total Conversions) was made available for some beta accounts recently. 

How should marketers be looking at this newly-available data? Find out what I think in my latest Marketing Land column.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Analytics | Google: AdWords | Google: AdWords: Enhanced Campaigns | Google: Analytics | Search & Analytics

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About The Author: is a Business Analyst in the Digital Marketing team at Adobe, providing advertisers and account management teams with data-driven and actionable insights on strategies to optimize their online marketing mix. One of his specialties is to develop tools and simulators for analysts to use, and executives to use for making business decisions.

Connect with the author via: Email | Google+



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