Google recently released the first cross device conversion tracking benefit from Enhanced Campaigns called Estimated Total Conversions.
The objective is to provide advertisers with a more comprehensive understanding of the path to purchase and the value of touch points across the Google network. It will estimate the total impact of an advertiser’s campaign by measuring the performance of users that are logged in to Google.com across devices and layering an estimation algorithm to project the total impact of each device for all Google searches. The key enhancement is the data enables cross-device attribution.
This new enhancement affects all advertisers who have Google conversion tracking enabled, and will be rolled out over the month of October.
Why is this change happening? How does it work?
Read our Havas Media Group focus to understand more.