How To Use The New AdWords Estimated Cross-Device Conversions

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.

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

About The Author

Benjamin Vigneron

Benjamin Vigneron is a seasoned digital marketing strategist with experience in Europe and the US and was listed as one of the best eCommerce PPC Experts by PPC Hero in September 2014. He currently works as a Senior Business Analyst in the Digital Marketing team at Adobe, where he provides advertisers and account management teams with data-driven and actionable insights on strategies to optimize their search, programmatic, and social initiatives.