Google has launched a new tool that will allow advertisers to track how their ads are performing across a variety of device screens for the same user.
We live in a multi-screen world where we have access to numerous devices such as phones, tablets and computers. We tend to switch between devices depending on the task we want to accomplish as each device provides us with a different experience. This has caused a real issue for marketers who are not able to track the effectiveness of their online campaigns as the same person could see the ad on one device and but then use another device to interact with the brand.
For example: Whilst waiting for the doc, I click on a banner advertising a discount at a local computer shop and later that day I would type the computer shop’s URL into my web browser on my work PC. Historically, there is no effective way for the company to link the two transactions as I used two different devices. One being the mobile and then later the office computer.
Estimated Total Conversions is Google’s new tool which aims to solve this problem.
Despite the not-so-catchy title, this tool aims to offer marketers better insights into the consumer purchasing path by tracking the activity across all devices.
According to the Google post describing this tool:
Estimated Total Conversions will provide you with a holistic view of all of the conversions driven by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels.
For the last few years, many sophisticated advertisers have been using their own analysis to get to these insights. Today, we are beginning to bring this level of insight and measurement to all advertisers.
For more information and how to set this tool up, check out the official page: https://support.google.com/adwords/answer/3419678