All Google Ads attribution reports will soon include cross-device conversion data

By Ginny Marvin

Published: March 29, 2019 at 3:24 pm

To bring consistency to reporting, Google Ads will begin including cross-device conversion data in all attribution reports starting May 1. This includes metrics such as Conversions total, Conversions Value and Last Click Conversions.

Why you should care. Currently, cross-device conversion activity is only included in the Devices, Assisting Devices and Device Paths attribution reports. That means conversion metric calculations are inconsistent when looking at different reports. The change will mean cross-device metrics are included and treated the same across all attribution reports.

Not retroactive. Keep in mind that the cross-device conversion data will only go back as far as May 1, 2019. Any attribution reporting that spans the period before and after will reflect both conversion metric calculations.

You’ll find a full breakdown on the metrics that will be updated May 1 by attribution report in this Google Ads support page.

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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 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.