It’s safe to say that the days of customers solely using their desktops are well and truly over. We now live in a world where mobile phones and tablets are starting to take over, which means that it can be difficult to keep up with how a click on one device or browser, can lead to a conversion on another.

Put simply, you want to measure not only ad clicks and conversions that happen on the same device, but also clicks that lead to conversions in a shop, over the phone, in another browser, or on a different device.

The “All conversions” column on Google Adwords allows you to see all of the conversions your AdWords campaign drives. Whether the conversion takes place on another device or browser, over the phone or in a store, you are able to track it. This gives you valuable insight into how your customers use different devices on their path to conversion.

Why Use It?

It’s all about attribution. As marketers, it’s your job to fully understand what is working within your marketing campaign, and what isn’t. All conversions help you to attribute your conversions – online, in-shop visits or over the phone – to the right campaign or ad group. Ultimately, it allows you to give credit to the relevant campaign, ad group, advert, keyword, device that generated the conversion.

The main benefit of “All Conversions” is that it allows users to see how their AdWords campaign is influencing your conversion rate over a range of devices. This means that you are then in a better position to make informed business decisions when it comes to bidding online and managing your budgets.

“All conversions” includes the data in your “Conversions” column, conversion actions you’ve chosen not to include in your “Conversions” column and cross-device conversions. These additional conversions can give you a more accurate understanding of how users interact with your business, and this helps you better calculate the effectiveness of your advertising.

How It Works

Cross-device conversion statistics are a big part of “All conversions”, and Google use aggregated and anonymised data from users who have signed into Google services. Without making the whole process sound overly complicated, AdWords does this so that it can produce accurate data without compromising the privacy of the user. Cross Device Conversions are only shown when there’s enough data to make an accurate calculation.

In other words, not every advertiser will see cross-device data in their account. In an instant where AdWords cannot confidently make a calculation, no cross-device conversion data will be shown.

How To Use It Effectively

Utilising the cross-device conversion data will inform your bidding, and ultimately save you money and help you to optimize your AdWords campaign. Compare “All conversions” to your “Conversions” column to see how the numbers differ when you include cross-device conversions. If you’ve chosen not to include certain conversion actions in your “Conversions” column, remember that “All conversions” will also include these additional conversions.

So there is where it can get a little tricky and technical. You can use the “Include cross-device conversions” setting within AdWords to get started on tracking the cross-device conversions. This will then add cross-device metrics to your “Conversions” column, as well as to your bidding strategy. Automatic bidding strategies then use the data in this column to focus on conversions. This ultimately means that cross-device conversions are included in your bidding strategy. Please bear in mind that you can always use the data in the “Conversions” column if you want to use manual bidding.


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