Google Debuts AdWords Cross-Device Conversion Estimates, Phone and In-Store Conversions Coming

google-adwords-square-logoIn its first step in capturing the complete conversion impact of AdWords campaigns, Google launched a new conversion type today called estimated cross-device conversion.

Cross-device conversion estimates are calculated by using Google account holders who are logged in to multiple devices as a proxy for the greater population. The company says phone calls and in-store activity will soon be included in the new Estimated Total Conversions column that is rolling out to AdWords accounts over the next few weeks.

Because the proxy activities relies on logged-in users, estimated cross-device conversions account only for those ad clicks on Google’s Sridhar Ramaswamy, SVP, ads and commerce says they are still working on how to track the greater impact of display ads.

Ramaswamy says the new measurement features are a “natural progression given that users are searching everywhere.”

In-store visits will be triggered by advertiser location extensions when a user is signed into Google and opted-in to sharing location history. Google takes the anonymized aggregated data of those who clicked on search ads and went to a store.

In discussing the coming phone and in-store conversion estimates, Ramaswamy says, “there is important linkage between online and offline spend, but there is more work to be done with tracking offline activity for scale.” The company says in-store conversion estimates will be coming in a matter of months.

To read more about estimated cross-device conversions, see our more complete coverage on Search Engine Land: Google Launches ‘Estimated Cross-Device Conversions’ In AdWords, First Stage Of New ‘Estimated Total Conversions’.

Related Topics: Channel: Search Marketing | Google: AdWords | Search Marketing | Top News


About The Author: writes about paid online marketing topics including paid search, paid social, display and retargeting. Beyond Search Engine Land, Ginny provides search marketing and demand generation advice for ecommerce companies. She can be found on Twitter as @ginnymarvin.

Connect with the author via: Email | Twitter

Marketing Day:

Get the top marketing stories daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Marketing Land on Twitter @marketingland Like Marketing Land on Facebook Follow Marketing Land on Google+ Subscribe to Our Feed! Join our LinkedIn Group Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Marketing News!

Marketing Day is a once-per-day newsletter update - sign up below and get the news delivered to you!