Measure success

Value cross-device conversions

Overview

People move across devices in their path to purchase. Understand and attribute appropriate value to this behaviour to make your business more efficient and more competitive in the Search auction.

Marketers today have to use multiple channels to connect with their customers and achieve their revenue goals, while people are using multiple devices on the path to a conversion. According to Verto data, the average UK consumer consistently uses three devices over the course of a week.1 Measuring each device in isolation often results in mobile being undervalued. When touchpoints are undervalued, then it’s possible that budget allocation and bidding are being managed in a way that causes harm to overall campaign performance, rather than improving it.

Using Google tools can help you better understand consumer behaviour across devices and attribute full value to each touchpoint. By not doing this, you run the risk of not being present at key times in the research process, and subsequently losing sales to competitors.

Google uses anonymised login data from users who are currently signed in (or were previously signed in) to Google properties to build its deterministic device graph. Examples include logged-in web searches, signed-in YouTube sessions and Play Store logins.

This Google device graph is embedded into our advertising and measurement platforms to enable not just powerful cross-device measurement, but also bidding and attribution strategies.

This kind of solution is really valuable to businesses for a number of reasons:

  • It enables you to measure consumer journeys across devices on the path to purchase and then attribute appropriate value to each touchpoint.
  • By taking a more balanced view on investments across devices, you can make sure they appear at the most relevant points of the path to purchase and mirror consumer behaviour.
  • Understanding the changes in consumer behaviour and acting on them can give a commercial advantage to your Search strategy.

Key takeaways

People move across devices in their path to purchase. Understanding and attributing appropriate value to this behaviour can make your business more efficient and more competitive in the Search auction.

Next steps

Resources

Sources

1Who Is the Cross-Device Consumer?", Verto Analytics, 2017