• Marketing Land
  • Sections
    • CMO
    • Social
    • SEM
    • SEO
    • Analytics
    • Display
    • Retail
    • MarTech
    • Resources
    • More
    • Home
  • Follow Us
    • Follow
  • Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
    • Follow
  • SUBSCRIBE

Marketing Land

Marketing Land
  • CMO
  • Social
  • SEM
  • SEO
  • Analytics
  • Display
  • Retail
  • MarTech
  • Resources
  • More
  • Home
  • Newsletters
  • Home
Display Advertising

AdWords Estimated Total Conversions Now Counts Activity Across Apps And Web

Advertisers will be able to measure conversions from display ads when users navigate between apps and the web.

Ginny Marvin on July 14, 2015 at 2:33 pm
  • More
google cross device conversions

As apps consume more of our time on mobile devices, Google announced it is plugging what had been a growing gap for many advertisers in its Estimated Cross-Device reporting capabilities for display ads. Tuesday, the company announced advertisers will be able to get estimated conversion activity on display ads when users navigate between apps and the web or between more than one app.

Until now, cross-device conversion activity from display ads only included website visits. Advertisers will now be able to measure conversions that start with a display ad click from the web or an in-app ad, and vice versa, even if the conversion starts on one device and finishes on another.

Here are two scenarios from Google showing how the new app to web conversion estimates can work:

For example, let’s say you’re a clothing retailer. Shoppers might click your Display ad for blue jeans on their smartphones while reading the news in a browser, then buy those jeans later in your app on the same device. You’ll now be able to measure these conversions that occur between web and apps as part of Estimated Total Conversions.

Similarly, let’s say you’re the marketing manager for a hotel whose ad for a summer getaway runs in a weather app. Potential customers may click on your ad while checking the weather on their smartphones in the morning and then book rooms later in the day on your website from their computers, or with your app on their tablets. You’ll now be able to measure these conversions that start on one device and finish on another, whether between web and app or between apps.

Google uses aggregated and anonymized data sampled from users who previously signed-in to Google accounts to report Estimated Cross-Device conversions. Call conversions and in-store visits estimates are also available in AdWords.

Advertisers with apps will need to set up AdWords conversion tracking for in-app activities to get cross-device conversion data. Note that cross-device conversions that involve apps are not available in EU countries due to privacy restrictions. They are also not compatible with app install ads.


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Ginny Marvin
Ginny Marvin is Third Door Media’s Editor-in-Chief, running the day to day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin writes about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Related Topics

Channel: Display AdvertisingDisplay AdvertisingGoogleGoogle AdsGoogle: Display Advertising

We're listening.

Have something to say about this article? Share it with us on Facebook, Twitter or our LinkedIn Group.

Get the daily newsletter digital marketers rely on.
See terms.

ATTEND OUR EVENTS

MarTech 2021: March 16-17

MarTech 2021: Sept. 14-15

MarTech 2020: Watch On-Demand

×

Attend MarTech - Click Here


Learn More About Our MarTech Events

February 23, 2021: SMX Report

April 13, 2021: SMX Create

May 18-19, 2021: SMX London

June 8-9, 2021: SMX Paris

June 15-16, 2021: SMX Advanced

August 17, 2021: SMX Convert

November 9-10, 2021: SMX Next

October 2021: SMX Advanced Europe

December17, 2021: SMX Code

Available On-Demand: SMX

×


Learn More About Our SMX Events

White Papers

  • Digital Marketing Report Q4 2020: Benchmarks and Insights for 2021
  • Data SEO – The Next Big Adventure
  • Getting Started with Email Marketing Automation
  • The State of Local Marketing Report 2020-2021
  • Quality CRM Data: The Key to Delivering Great Customer Experiences
See More Whitepapers

Webinars

  • How to Avoid the Digital Transformation Trap
  • How to Build a Marketing System of Record
  • Meet BIMI: The brand-boosting email security marketers must have for 2021
See More Webinars

Research Reports

  • Local Marketing Solutions for Multi-Location Businesses
  • Enterprise Digital Asset Management Platforms
  • Identity Resolution Platforms
  • Customer Data Platforms
  • B2B Marketing Automation Platforms
  • Call Analytics Platforms
See More Research

h
Receive daily marketing news & analysis.
Marketing Land
Download the Marketing Land app on iTunes Download the Marketing Land App on Google Play

Channels

  • MarTech
  • CMO
  • Social
  • SEM
  • SEO
  • Mobile
  • Analytics
  • Retail
  • Display

Our Events

  • MarTech
  • SMX

Resources

  • White Papers
  • Research
  • Webinars
  • MarTech Conference
  • Search Marketing Expo

About

  • About Us
  • Contact
  • Privacy
  • Marketing Opportunities
  • Staff
  • Connect With Us

Follow Us

  • Facebook
  • Twitter
  • LinkedIn
  • Newsletters
  • Instagram
  • RSS
  • Youtube
  • iOS App
  • Google Play

© 2021 Third Door Media, Inc. All rights reserved.

Your privacy means the world to us. We share your personal information only when you give us explicit permission to do so, and confirm we have your permission each time. Learn more by viewing our privacy policy.Ok