Becky Lawson

Measuring the Multi Device Journey

Shopping is not always simple. Just as we browse from store to store on the high street, online, we not only hop from retailer to retailer, but at times we move from one device to another. So, the journey from initial interest to actual purchase can be direct or multilayered. It depends upon the consumer and sometimes the purchase. Cross device conversions were introduced by Google to measure multi device journeys and capture the converted sale. So, if we start in one place but finish somewhere altogether different, the sale can be tracked effectively.

When they were launched three years ago, AdWords account users could choose to add cross device conversions to the conversions column as part of their analytics. Now, as 61 per cent of Internet users and over 80 per cent of millennials switch devices mid purchase, Google has taken the step to automatically add cross device conversions to the conversions column. Why? Well it believes you’ll benefit from the most complete and accurate view of your performance while measuring the full value of mobile. So, as of today – September 6 – all cross device conversions will be included in the overall tracking total.

It’s clear that Google sets store by the old adage of ‘it’s not always the destination but how you get there that matters’. And rightly so. If the statistics are to be believed, then globally, advertisers have recorded up to a 16 per cent increase in conversions and have a clearer insight into the consumer journey. The ability to account for all conversions is an important link in the value chain and represents vital data collection for Adwords users. While many retailers will witness an increase in orders – some of the accounts we manage have noted a 12 per cent increase – some late adopters will not experience as great a difference. That said, any means by which analysis of the purchase conversion can be more effectively measured is obviously good news for the industry.

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