Over half of consumers use their smartphones to shop for products, but the vast majority still complete their digital purchase on another device. It’s clear that your customers are viewing and engaging with your mobile search ads, but it’s difficult to understand the full impact they have on sales unless you’re able to measure cross-device conversions. View this cheat sheet to learn two ways to optimize mobile and track cross-device transactions. This cheat sheet will cover how to: >Use Google’s Estimated Cross-Device Conversions tool >Find your estimated cross-device conversions percentage >Optimize bids based on your cross-device estimates

1. Today the majority of consumers use multiple devices to shop online. They often start their journey on a
mobile phone and end up completing that purchase on another device. In fact, 90% of consumers say they
use more than one device to complete an action. If you’re not looking at the influence mobile advertising is
having on desktop transactions, you’re probably undervaluing and underinvesting in mobile.
Here are two ways to optimize mobile for cross-device transactions:
1. Use Google’s Estimated Cross-Device
Conversions
In an ideal world, shoppers would login to your
store on every device and you could track cross-
device transactions with ease. Unfortunately, most
shoppers don’t do this, especially if they’ve never
purchased from you before. That’s where Google
comes in. Many shoppers are logged into a Google
property (Google, Gmail, Google Maps, YouTube,
etc.) on all of their devices the majority of the time.
This gives Google the ability to track if the same
user clicked on an ad via a smartphone and then
converted on another device.
Wouldn’t these conversions occur anyway? Or be
double counted?
No, estimated cross-device conversions are
incremental. A common misperception is that
these conversions would be captured by or double
counted with desktop or tablet conversions. That’s
not the case. Like all other Adwords conversions,
cross-device conversions use last paid click
attribution. Therefore, if an ad were clicked on
another device after the mobile click, it would not
be included in these cross-device estimates.
Estimated incremental cross-device conversions
Analyzed across 16 retail partners
2. Optimize Bids and Budgets Based on Your
Cross-Device Estimates
Adlucent recently analyzed cross-device data for
16 retailers and found that on average 30% more
conversions could be attributed to smartphones.
That’s a significant amount. We also noticed that
this data varied by retailer, campaign
segmentation, ad type (text vs. product listing ads)
and time of year. We recommend using this data to
optimize mobile bid modifiers and budgets at the
most granular level possible and make
adjustments frequently. Without taking cross-
device conversions into consideration, you could
be losing new customers, revenue and market
share.
Why are they called “estimated” conversions?
100% of users are not logged into Google
properties at all times, so Google estimates total
cross-device conversions by measuring the effect
on logged in users and scaling that data
appropriately. If there is insufficient data to make a
sound estimate, Adwords displays a dash in the
appropriate column. It is worth noting that it will be
years, if ever, before you will get perfect cross-
device data and this is likely one of the more
accurate estimates you’ll find. Consumer behavior
is complex and your customers are frequently
using multiple devices and multiple channels
before converting. It’s critical to get comfortable
with imperfect data in this new world.
Cheat Sheet:
OPTIMIZE MOBILE FOR CROSS-DEVICE CONVERSIONS
© Adlucent | 2015

2. Directions for Finding Your Estimated Cross-
Device Conversions
1. Make sure you have Google Conversion Tracking
installed.
2. Login to Adwords.
3. Add performance columns “converted clicks”
and “cross device conversions” to your report
view.
4. Choose to segment by device at the top of the
screen. At the bottom of your screen select the “+”
to see performance segmented by smartphones,
tablets, and computers.
5. In the row showing performance for
smartphones within your filtered campaign,
compare est. cross-device conversions and
converted clicks to compute the delta between
orders being completed on the smartphone and
orders where the smartphone plays a role, but the
conversion is completed on another device.
6. We suggest using this number to set bid
modifiers and make investment decisions in
mobile. It’s a more accurate representation of the
value that your mobile advertising is providing.
About Adlucent
Innovative retailers choose Adlucent as their
search and digital advertising partner to deliver
profitable customer acquisition solutions through
a unique data-driven approach.
Through a combination of shopping, product,
customer, and third party data—backed by its Deep
Search™ technology platform and 14+ years of
digital advertising expertise—Adlucent finds the
right buyers for each retailer and delivers a
personalized advertising experience that converts.
Learn more at www.adlucent.com.
© Adlucent | 2015