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As consumers go about their lives they are connected through their mobile and pc devices constantly shifting between devices making a single consumer’s path to conversion hard to track.

In 2014 Google introduced cross-device reporting in AdWords and now they are sharing benchmarks to help count additional conversions that would otherwise not be attributed in traditional single-device tracking.

Cross-device conversions are estimates based on aggregated, anonymized data from a sample set of users that have previously signed-in to Google services. This data is then extrapolated to represent the broader population and only reported if it reaches a strict, highly conservative confidence level.

Google’s Cross-Device Conversion Tracking Best Practices

Best Practices Checklist
To help marketers optimize across multiple devices in AdWords, we’ve created a new Best Practices Checklist.

This checklist will show you how to:

  • Capture all possible conversions through smarter conversion tracking and better site experiences
  • Report on all cross-device conversions for a deep understanding of your performance
  • Set bids and messaging that align with users and their place in the conversion journey

To get started with cross-device measurement, just setup conversion tracking, and conversions will appear in the Estimated Total Conversions column when enough data has been collected. We hope these insights help you measure the moments that matter.

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Source: Inside AdWords: New benchmarks and key tools to help marketers measure cross-device conversions