Using Google AdWords to Track Conversions Across Devices


Since the onset of enhanced campaigns, Google has offered its advertisers many interesting tracking features for offline conversions such as purchases made in store, and visits to stores, and so on. These are poised to be a part of Estimated Total Conversions by Google AdWords. Here is how to use Google AdWords management to track conversion across various devices.

Tracking Across Multiple Browsers & Devices

People are using many devices to stay connected throughout the day and the need of the hour is for advertisers to be able to track users across each device so as to allocate their resources accordingly. That may not be possible just as yet, but with Google’s estimated cross-device conversions, AdWords management advertisers can get insights into whether their mobile efforts are getting under their users’ skin more than what is visible on the surface.

Through this system, user across multiple browsers can also be tracked. This means that a user who has clicked a search ad in one browser, but converts using another, the value of that original click can also be estimated. In addition to this, advertisers who have at least 50 conversions in their account every day, have a much better chance of receiving this kind of information. This seems to tie into needing sufficient data with which to provide estimates that are significant statistically.

The Role that Google+ Plays

How Google estimates all these conversions has left many people interested in AdWords management wondering. The answer can be found just in one convenient location, and that s Google+. By making a significant change to their privacy policy a while ago, Google created a single policy for all of their services, and have also gone the extra mile to integrate all of their services together under one umbrella. The amount of data Google receives is growing, with the number of users adopting these services increasing. The more data that Google receives, the more the chances of them seeing trends that are reliable and credible in nature.

How Google Uses Big Data

Many AdWords management advertisers are pretty accustomed to using the term ‘big data’ by now. To give you an idea as to how user might be behaving, Google has been applying trends across all advertisers. It is also interesting to notice that different industries have certain unique behavioural patterns which they are bound to integrate into their estimations.

While there has been a bit of negative press about this on certain blogs and on Twitter stating that this is just a way to increase their perceived value to advertisers and boost their own profits, but the truth is, that if this is their particular goal, then it doesn’t make them any different from the rest of us. It doesn’t matter if you are an advertiser trying to sell your product online or an agency trying to obtain new clients, the best way to boost your conversions is to increase the value that you offer to your customer.

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