cross device conversion in google adwords

Tracking Conversions in Google AdWords

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Agenda

• Purpose• What are Conversions• Why Track Conversions• Estimated Total Conversions• Cross Device Conversions• Summary


PURPOSE

• Online advertising with the multi-screen view of the world:• Mobiles• Desktops• Laptops• Smartphones• Tabs


Conversions

Today every business looks to expand its reach globally:• Entertainment• Travel• Technology• Retail• Other Local Businesses

Conversions are certain actions:• A Signup process• Submission of an enquiry• Transaction to buy a service or product• A download, etc.


Why Track

The purpose of tracking conversions is to have an estimate and understanding of the return on investment (ROI). • Is the user interested?• Are we promoting it right?• Does it fulfil our goals?


Estimated Total Conversions

With Google AdWords we track conversions using conversion tag on a website page where some meaningful action is to be taken.

Estimated Total Conversions for search ads on google.com gives more insights into how AdWords drives conversions for a business.

It provides us with a holistic view of all the conversions driven by a Google Search Adverstising.


Estimated Total Conversions

It includes:• Online conversions advertisers see today• Cross-Device Conversion• Store Visits• Calls


Cross Device Conversions

Eg: A businessman travelling Mumbai to Delhi might want to book a cab. He could simply use his smartphone to book from a website that he once visited sitting in his office using a desktop.



Using examples of such kind we could decide:• Which device to prefer while beginning a campaign• Decide how much to bid on which device• Build future strategies on building campaigns keeping devices

in our minds.

COMPUTER MOBILE



The cross-device conversion data only implicates the conversion which took place as a result of a search on a different device ending at a different one. It could be:• Computer to Computer• Computer to Tablet• Tablet to Computer• Computer to Mobile• Mobile to Computer

COMPUTERMOBILE


Summary

• Every business that uses online medium of marketing needs its users to perform certain actions.

• Conversions are the source of goal achievements online.• Estimated Total Conversions are the sum of all types of

conversions that takes place due to an online influence.• Cross-Device Conversions produces an insight on which

device was the source of traffic and which one proved convenient for customers to convert.

cross device conversion in google adwords

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