The Estimated Total Conversions feature provides estimates of conversions that take multiple devices to complete and adds this data to the conversion reporting we see today.
Subsequent to the launch of enhanced campaigns this year, the creation of the Estimated Total Conversions feature allows us to finally understand the impact of conversions on the conversions that are generated by a website.
What is a Cross-Device Conversion?
Customers’ easy access to internet connections has allowed them to browse, shop, and relate with businesses from multiple devices.
More than 90 percent of multi-device customers complete purchases after checking an item on a different device than the one they pay for. It was found that a sky-scraping percentage of converters in fact jumped from desktop to desktop too. This is probably due to the fact that people might check an item at work and then purchase it from home.
How Estimated Total Conversions Works
Google calculates cross-device conversions for a specific advertiser based on how their consumers convert when they are logged in. This data is only used in aggregate and not personally identifiable.
Three uses of the Estimated Total Conversions are:
1. Measure the impact of mobile campaigns
A lot of veteran search marketers are by now using this statistics to take business decisions, by opening a test on campaigns that beforehand did not opt in on mobile. In a few weeks of showing ads on mobile devices, these advertisers will find out how mobile devices will be an important factor in generating conversions. This could play a big role in generating a positive ROI.
2. Get one more glance at your desktop/tablet bid
As soon as you observe additional conversions that can be credited to AdWords, your whole ROI from AdWords will alter. Reexamine your desktop/tablet cost-per-acquisition (CPA) based on these cross-device conversions. If your CPA has gotten better by means of this measure, you may want to search for opportunities where you may be able to increase the ad position and quantity of slaes by increasing your bids.
3. Smarter strategic decisions
Estimated Total Conversions provides new insights that may assist you optimize bids and budgets to improve performance. Use the new insights that you gained to make more knowledgeable budget decisions. The entire value of your AdWords efforts may dramatically change once you’re able to fairly allocate more conversions to it. Whether it’s AdWords, other digital channels or offline media, consider venturing your assets into the most money-making channel probable.