As you know attribution report defines the route, the customer chooses to complete a conversion. If a customer looks into a product in the website using a PC and converts using a mobile is called to be cross-device conversion. Google has rolled in cross-device activity for attribution reports; this will help marketers to fetch data from the path users choose to interact to their Ads via multiple devices.
By the start of May, all the Google Ads attribution reports will include cross-device activity and cross-device conversions.
Cross-Device Activity in Google Ads Attribution Reports
Earlier the devices, Assisting devices and device path attribution reports included cross-device activity. Many users made feedbacks that the cross-device activity for these resulted in inconsistent conversion counts, leaving users confused with the different aspects on conversion data.
This Cross-device activity is used to discourse an issue with varying conversion counts across various reports, which will be available to all reports from the first of May, 2019. But remember reports before that will not include cross-device activity data.
“If your active date range extends before and after May 1, 2019, your conversion metrics will be based on two different calculations — one calculation for the days prior to May 1, 2019, and another calculation for subsequent days beginning with May 1, 2019.” – Google Ads
Metrics updates to include Cross-device activity to Google Ads Attribution report
For Reports on Top Conversions and Conversions
- Conversion Total (summary)
- Conversion value (summary)
- Conversion subtotal per conversion action (table)
For Reports on Assisted Conversions
- Last Click conversions (summary)
- Last click conversion value (summary)
- Click-Assisted conversions (summary)
- Click-Assisted conversion values (summary)
- Click-Assisted Last click ratio (summary)
- Last Click Conversions ( and value) subtotal per dimension (table)
- Click-Assisted Conversions ( and value) subtotal per dimension (table)
For Reports on Devices – Cross-device Activity
This report will reflect cross-device activity after May 1, 2019. No changes have been made now.
For Assisting Devices – Cross-device Activity
This report also will reflect cross-device activity from May 1, 2019. There are no changes made.
For device Paths – Cross-device Activity
This report reflects cross-device activity before and after May 1, 2019. No changes were made.
For Top paths
Top path is the most common path used by the customers to make a conversion. This includes the data based on Ads that were shown at the click and at the time of conversion.
- Conversions (summary)
- Conversion value (summary)
- Conversions subtotals per path / dimension
- Conversion value subtotals per path / dimension.
For Time Lag – Path
Time lag (from the first click): The total amount of time taken by the user from the time of click to conversion.
Time lag (from the last click): The total amount of time from when the “last click” happened, until conversion.
- Conversions (summary)
- Conversions subtotals for time bucket and sub tab (from the first impression, first click and last click)
- Conversions value subtotals for time bucket and sub tab (from the first impression, first click and last click)
For Path Length
Path length (impressions): The total number of search ad impressions that paved the way to a conversion. These could be also clicked or not clicked.
Path length (clicks): The total number of search ad clicks, including the “last click,” that led to a conversion.
- Ad Clicks per Conversion (summary)
- Conversions (summary)
- Conversion Value (summary)
- Conversions subtotals for path length bucket and sub tab (clicks before conversion and impressions before conversion)
- Conversions value subtotals for time bucket and sub tab (from the first impression, first click and last click)
For First Click Analysis
First click Analysis is the best way to identify the best keywords that drives the users to click on to the Ads. The very first impression that makes a customer click on to your ad.
- Conversions (summary)
- Conversion Value (summary)
- Conversions subtotals for every dimension
- Conversion value subtotals per dimension
For Last Click Analysis
The click that happens just before the conversion is called the last click analysis.
For instance: take a dress as an example. You first see it on YouTube then on Instagram and finally you find it on Facebook as well, you click on to the Facebook ad and lead to a conversion. The data being collected is known to be the Last Click Analysis.
- Conversions (summary)
- Conversion Value (summary)
- Conversions subtotal for every dimension
- Conversion value subtotals per dimension
For Attribution Modeling
- Conversions subtotal per dimension/attribution model
- Cost/conversion subtotals per dimension/attribution model
Therefore from May 1st, the conversion metrics in the attribution report in Google Ads include Cross-Device activity.
Reference
- https://support.google.com/google-ads/answer/9287859?authuser=0
- https://support.google.com/google-ads/answer/9283146
- https://www.searchenginejournal.com/google-ads-brings-cross-device-activity-data-to-all-attribution-reports/300927/
- https://support.google.com/google-ads/answer/9283146
- https://ppc.land/google-adds-cross-device-activity-to-all-attribution-reports-in-google-ads/
- https://support.google.com/google-ads/answer/1722023?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en
