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Calculating Estimated Cross-Device Conversions


Calculating Estimated Cross-Device Conversions

The modern consumer’s journey takes many twists and turns. It spans multiple devices, channels and media

types. In fact, 90% of people start an activity on one device and finish it on another. So, to help marketers fully

measure the impact of their ads on the customer journey and to drive more conversions, Google launched cross-
device conversion tracking in AdWords for search and display advertising. Using it means that no

matter how many twists and turns that consumers take, you’ll know why and how.


Cross-device conversions start as a click on an ad from one device and end as a conversion on another device (or in a different web browser on the same device). In order to measure cross-device conversion statistics, we use aggregated and anonymous data from users who’ve previously signed in to Google services. This allows us to provide marketers with highly accurate and granular reporting on cross-device behavior without compromising user privacy.


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