AdWords Cross-Device Conversions Now Rolled Into Conversions Column, Available For Bid Strategies

Google is now including cross-device conversions in the Conversions column in AdWords. Cross-device conversion data will now be available at the keyword level and can be used to inform conversion-based bid strategies.

Cross-device conversions measure transactions that are started on one device or browser and completed on another.

A reminder: As of the middle of this month, the Conversions column will only include conversion actions you’ve selected for optimization. With that update, the “estimated” has been dropped from cross-device conversions. That change and today’s announcement underscore growing acceptance and confidence in the numbers behind cross-device conversions since Google first launched it in 2013.

How To Set Up Cross-Device Conversions For Automated Bidding

To have cross-device conversions be included as a conversion signal in your automated bidding strategies, you’ll need to enable it in AdWords.

First, navigate to Conversions under the Tools tab in the AdWords UI and click Settings. Be sure the Conversion bid metric is set to “Conversions” rather than “Converted Clicks.” This is because cross-device conversions are not counted with the Converted Clicks metric.

Next, check the box underneath the conversion bid metric setting to include cross-device conversions in the Conversions column. That then enables cross-device conversion data to inform any conversion-based bid strategies.

Cross-device conversions are available in Search, Display and Shopping campaigns. Advertisers will see this update take effect in their accounts starting today.

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About The Author

Ginny Marvin

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 writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land 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.