Worldwide, mobile phone penetration is at 48.9%. In the US alone, market for mobile e-commerce is already pegged at $83 billion. And by 2017, it is projected that 90% will most likely access online content on their phones, thus the importance of having a mobile friendly website. Given the changing attitudes and technologies, it is a challenge for businesses to track down who their market is. For this particular scenario, conversion is most likely the most concrete data that you could rely on. Here, you’ll be able to determine who your market really is. However, this is something easier said than done. Given the way that we use the World Wide Web today, it was difficult for marketing specialists to track down cross platform conversions.
For instance, cross device activity is common among World Wide Web users. For instance, they’d look at your display ad on their mobile phone, while they’ll finally make the purchase using their computer. Recently, to address the situation, Google announced a revamped metrics that will measure the estimated cross-device conversions for display ads.
What exactly does it do?
Here, advertisers will have the ability to get an estimate of the conversion activity that took place in between apps and web for their digital marketing efforts. Until today, the only thing that measures the conversion is web traffic. But let’s admit that traffic can be deceiving since one user could be relying on multiple devices. Using this new feature, Google will be able to track down an activity regardless if it is coming from the web or app and finishes from wherever.
How does it work?
If you have a clothing store and the shoppers saw your ad via their smartphone, tablet or any mobile device for that matter, it may be possible that they’ll be reading news in a browser, and purchase your product on same device using your app. With Google’s revamped conversion tracking system, it allows advertisers to measure these conversions that took place between web and app.
As for the second scenario, let’s say that you have an ad that has been viewed using an app. The potential customers may check the ad on their smartphone, but finish the purchase on their tablet, or PC. Despite finishing on another device, users will be able to track down purchases regardless where it started and where it ended.
Google developed the technology in order to cater to the changing needs of marketers worldwide. Aggregated and anonymized data sampled from the signed in Google accounts were used by Google in order to report the Estimated Cross-Device Conversions. But of course, these are still just estimates.
Aside from the Estimated Cross-Device Conversions, Google also announced the availability of both in-store visit estimates and call conversions.
How do you start getting this data?
Advertisers that have apps will need to set up AdWords conversion tracking for in-app activities to get the necessary data that will particularly address cross device conversion and activity. There are limitations though for this particular Google feature. This particular feature will not be available in EU due to privacy restrictions.