Download - Cross Device Conversion in Google AdWords
Tracking Conversions in Google AdWords
© Ads4Growth.2014. Confidential: Not for Distribution
Agenda
• Purpose• What are Conversions• Why Track Conversions• Estimated Total Conversions• Cross Device Conversions• Summary
© Ads4Growth.2014. Confidential: Not for Distribution
PURPOSE
• Online advertising with the multi-screen view of the world:• Mobiles• Desktops• Laptops• Smartphones• Tabs
© Ads4Growth.2014. Confidential: Not for Distribution
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.
© Ads4Growth.2014. Confidential: Not for Distribution
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?
© Ads4Growth.2014. Confidential: Not for Distribution
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.
© Ads4Growth.2014. Confidential: Not for Distribution
Estimated Total Conversions
It includes:• Online conversions advertisers see today• Cross-Device Conversion• Store Visits• Calls
© Ads4Growth.2014. Confidential: Not for Distribution
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.
© Ads4Growth.2014. Confidential: Not for Distribution
Cross Device Conversions
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
© Ads4Growth.2014. Confidential: Not for Distribution
Cross Device Conversions
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
© Ads4Growth.2014. Confidential: Not for Distribution
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.