One of the most keenly anticipated aspects of the Enhanced Campaign roll out from Google during Q3 has to be the cross–device tracking functionality, part of the ‘Estimated Total Conversions’ insight that will soon include data on calls and in-store visits.
For years, advertisers have understood that multiple devices are involved in a user’s conversion cycle, and to have a closer understanding of the process is key to maximizing the potential for their online activity. The problem has been simply that previously marketers haven’t been able to align the data.
HOW DOES Cross-device tracking WORK?
Now, when a user is signed in to their Google accounts across multiple devices (mobile, tablet, desktop, etc.) Google can record the user journey to a point of conversion from clicks from each different device and then use this data to provide an ‘estimated total number of cross-device conversions’.
This information appears as an additional column within the advertisers Adwords account alongside wider data on ‘Estimated total conversions’.
From the data that is then gained, it should then be feasible to utilise this information to develop more precise bid adjustments for your mobile activity in particular, but also in terms of time, hour and day part and indeed location based targeting.
Importantly clients can now see pretty clearly the hard numbers for potential sales, revenue and ROI for getting their mobile strategy right!
INITIAL RESULTS of the enhanced campaign roll out
Google believes that with the data they’ve gathered already regarding cross-device conversions shows that there are marked improvements in conversion levels across the majority of verticals
The future of cross-device tracking
Admittedly it’s ‘early doors’ with regards to how close to accurate these initial numbers are going to be, as these are only estimates and subject to some distorted by ‘incognito’/non-Google account users for example.
What it will do is give advertisers far more insight into the role of various devices in the conversion cycle and better data to optimize to for accounts. The outcome will undoubtedly be an increase in mobile device targeting, as advertisers are able to attribute better and understand Mobile’s involvement in the overall key business performance metrics.
Although the statistics presented are estimates of roughly 10% of the audience, which by search standards are low level, this still represents a strong level of comparison against some of the offline media channels such as GRP and BARB.
It’s a definite step forward in the battle for attribution and with increased adoption of additional features that bridge the gap between online and store e.g. Google Wallet and Google offer extensions, it may yet be seen as a significant step forward in providing the insight that Marketers crave!
At Croud, we are definitely looking forward to seeing how this pans out at an individual client level, as one thing is for certain – the importance of mobile will continue to grow at astonishing rates!
Want to increase conversions through PPC campaigns? Contact the team at Croud Australia today.