Consumers are on a lot of different devices these days. As a matter of fact, when people shop, they’ll often start on one device and then make their purchase on another device. To help keep track of this, Google announced cross-device attribution over three years ago.
Now the advertising giant is introducing three new reports to help you track cross-device shopping in a much better way.
With the Device Paths report, you can see the purchase path that people took to buy your product, when they used at least two devices to do so. This helps you see the end to end process they took to purchase.
In the Devices report, get a glimpse of how often buyers are using cross-device shopping behaviors. If you understand the common patterns, you can make adjustments to your AdWords campaigns that will help drive more effective conversions.
Lastly, the Assisting Devices report lets you drill down even further to what devices are helping your conversions on other devices, and how often. This benefit seems pretty obvious to me. If you can see that a majority of your conversions are starting out on mobile, then it makes sense to shift some of your desktop ad dollars to the mobile side, doesn’t it?
Here’s a glimpse of the dashboard you’ll see for these reports:
To take advantage of cross-device reporting, you’ll need to make sure you’ve chosen something other than a last-click attribution model in your AdWords account. If you’re unfamiliar with this, check out the best practices attribution guide to find out more. If you need more in-depth help with AdWords, be sure to find a good online marketing company like Kenly Marketing, to help you out.