Cross-device: one of biggest marketer's headaches. How to approach it?

Proprietary + ConfidentialProprietary + Confidential
Proprietary + Confidential
Cross-device - one of biggest marketer's
headaches. How to approach it?
Mariusz Gasiewski,
Prague, 3.11.2016

Source: Lorem ipsum dolor sit amet, consectetur adipiscing elit. Duis non erat sem

Last click, cookie-based measurement
Contact
with ad
Conversion
path
Conversion

How many connected devices do people use in Czech
Republic?
Source: The Connected Consumer Survey 2016, CZ

How many connected devices do people use in Czech
Republic? 25-34

Percentage of people who use a smartphone: Czech Republic

Percentage of people who access the internet at least
as often via smartphone as computer: Czech Republic

Value of mobile? – Car insurance
Use of smartphone to purchase Use of smartphone to research
Czech
Republic
3% 47%
Source : Mobile in the Path to Purchase survey 2016

Value of mobile? – Car insurance
Use of smartphone to purchase Use of smartphone to research
Czech
Republic
3% 47%
Germany 5% 57%
UK 8% 42%
Source : Mobile in the Path to Purchase survey 2016

Poor mobile experience
Unchanged Switch devices Stop viewing
The experience would be improved on a
bigger screen
26% 16%
It is not displaying well on the device I’m
using
58%18%
I have troubles interacting with it on
the device (links, buttons don’t work)
58%
24%
18% 52% 30%
Source: Emarketer 2015

How does it look like?
$
Start on mobile Convert on desktop

Growth of mobile in CZ (Finance category)
Source : Google Internal Data, Finance category

7.5 5.8 55% 47% 54%
5.2 3.9 49% 52% 53%
Journeys that involve smartphones tend to be more complex
Question asked : Q16-18 / 22 / 10 : How did you buy?
Base: All product buyers who did cross-device research / who did mono-device research, n=648 / n=724
Source: Mobile in the Path to Purchase survey 2016
TOUCHPOINTS USED ON
AVERAGE
ONLINE TOUCHPOINTS
USED ON AVERAGE
RESEARCHED
IN AGENCY
PURCHASED
IN AGENCY
RESEARCHED ONLINE BEFORE
PURCHASED OFFLINE
Meta analysis across all 5 products: skin care, clothing & footwear, home furnishing, laptop, car insurance due to sample size. Cross device researchers = buyers who
researched on their smartphone and a desktop device or tablet. Desktop only researchers = buyers who research on a desktop device or tablet but no smartphone.
CROSS-DEVICE
RESEARCHERS
DESKTOPONLY
RESEARCHERS

Cross-Device Attribution
Same-Device Conversions
Cross-Device Conversions
AdW Ad Click ConversionAdW Ad Click AdW Ad Click
Conversion
ConversionAdW Ad Click
AdW Ad Click
Cross-device challenge

USER LOG-IN
(“Deterministic”)
➔ Track users who log-in to a
service on multiple devices
➔ Needs big user bases that
log into their services on
multiple devices
➔ Privacy: HIGH
Different methodologies in the industry

USER LOG-IN
STATISTICAL LINKING
(“Probabilistic”/”Heuristic”)
multiple devices
➔ Privacy: HIGH
➔ How: Links public info
about a person to create
device links; does not
create persistent ID
➔ Privacy: MEDIUM

Przykład

USER LOG-IN
STATISTICAL LINKING
(“Probabilistic”/”Heuristic”)
FINGERPRINTING
multiple devices
➔ Privacy: HIGH
➔ How: Links public info
about a person to create
device links; does not
create persistent ID
➔ Privacy: MEDIUM
➔ How: Uses identifiers that a
user cannot control or
reset - e.g., fonts, screen
resolutions - to create a
persistent, unique ID for
that device
➔ Privacy: FAIL

So what are you solving for?
User Log-In
Statistical Linking
(“Probabilistic”)
Fingerprinting
Quality Reach

Data in AdWords interface

Google cross-device data
1. Customer clicks
on mobile ad but
does not convert
2. Customer visits
site directly on
another device to
purchase
3. Conversion now shown in cross
device conversions columns*

For the portion of users that aren’t signed in, we use a
sophisticated algorithm to extrapolate to all conversions
95% Everyone estimates
but we do it the best
and with the most
consumer privacy

Surface data only when 95% confident
MEDIA
& WEB
ECONOMICS
& POLITICS
SIMILAR METHODOLOGIES
MEDICAL
& PHARMA
We will only show statistically significant data,
meaning that we are at least 95% confident
(confidence interval) that the error is less than
10% (margin of error).
CONSERVATIVE ESTIMATES

How to use cross-device data?
“ -- “ – means “There is not enough data”
General
North Carolina

How does this extrapolation work?
Let’s illustrate with an example:
Marketer X
runs a
campaign on
AdWords
Campaign reached
30 customers

How does this extrapolation work?
Let’s illustrate with an example:
Marketer X
runs a
campaign on
AdWords
Campaign reached
30 customers 10 of these customers are found in our
cross-device graph, and so we know with
perfect accuracy their total conversions
across desktop, mWeb, apps
20 of these customers are not in our
graph, and so we can only estimate their
“true” activity across multiple devices

Measure cross-device impact of Display Ads between web
and app
User clicks
on Retailer’s
desktop ad
Later orders
flowers on his
tablet
Web to In-app In-App to Web
Buys three pairs of
jeans on Retailer’s
iPhone app
User clicks
on Mother’s Day
flowers ad inside
gaming app
3
1 item

Not just app advertisers; significant web | app lifts
observed among traditional advertisers
48% 33%8%
9% 19%26%
Entertainment Retail Gaming
Telco Fashion Classifieds

“We knew that people start on mobile and then convert
on desktop.[..] “Due to this we had a problem where we
underbid on mobile; we were losing a lot of potential
valuable mobile clicks this way.”
Zalando SEM Manager, Steven Tellers
Zalando case study

Zalando case study

Desktop
conversions
Mobile
conversions
Higher activity on
mobile (higher
Mobile bids)
Desktop
conversions
Mobile
conversions
Difference
Real Mobile analysis

“Our mobile ads drove at least 30% more
conversions than single-device last-click
told us.
Julia Stern
VP, Performance Marketing, Zalando
”
Stawki
mobilne
+30% +78%
Udział w
wyświetleniach
9

Source: Think with Google 2016
“In many cases mobile search is at the start and middle of the consumer journey for
Made.com, and the final stage has been desktop,”[..] “By understanding more about
the conversion contribution of mobile devices, our collaborative approach with
Made.com and Google has allowed us adjust budgets accordingly and scale spend in
line with the growing importance of the device.”
[...]The shift to multi-device research and shopping has been an increasing trend.
AdWords cross device reporting has given us data about which product categories
and users are experiencing this the most. It’s allowed us to engage with customers at
key parts of their shopping process, not just at the very end of their journey.”
Tom Kay, Senior Online Acquisition Manager, Made.com

Source: ThinkwithGoogle 2016
“One of the biggest surprises for us was
that the percentage of cross-device
users was much more significant than
we expected. (...) Since Christmas,
mobile traffic to our site has overtaken
desktop for the first time, so seeing the
real value of mobile has been eye-
opening..”
Tom Kay, Senior Online Acquisition Manager, Made.com
+21%
overall
conversions
+204%
YoY mobile
conversions
21% increase in overall conversions

What are the most common device
paths in your account?
Device Paths
What is the ratio between assisting
Conversions and Last-Click
Conversions per device at campaign,
adgroup or keyword-level?
Assisting Devices
Which % of Total Conversion saw a
Cross-Device Activity (based on click or
impressions)?
Devices
8.44%
% of Conversions with Cross-Device Activity
Three new reports available in AdWords

How to use information for
bidding?

1. Manual bidding
Example:
Mobile Bid Modifier = ( 1.09 / 1.21 ) -1 = -10%
Est. value per
mobile click
MOBILE BID MODIFIERS
) 1
(
= Mobile Bid Adjustment
Est. value per
desktop/tablet
click
Device
Value of
direct
conversions
Value of cross
device
conversions
Total
value
Clicks
Value per
click
Mobile 6,900 4,000 10,900 10,000 1.09
Desktop /
Tablet
10,000 2,100 12,100 10,000 1.21

2. Cross-device in autobidding

Cross-Device Attribution
Most Cust. Journeys have multiple Touchpoints

LINEAR MODEL
Rule-based Models have been around for a while

DATA-DRIVEN MODEL
No more Assumptions with a Data-Driven Model

It calculates the Contribution of ach Ad Click
X
CVR : 10%
Impact on Conversion Rate: +150%
We compare paths with/without a specific
interaction to assess its contribution
CVR : 25%

800 Conversions & 20k Clicks
The Data-Driven Model is still in Beta

Attribution Model Mobile Mobile Desktop
Last-Click Model DEFAULT TODAY 0 (Ignored) 0 (Ignored) 1 Conversion
Data-Driven Attribution 0.3 Conversion 0.1 Conversion 0.6 Conversion
AdW Attribution Models work across Devices

Tools > Attribution > Attribution Modeling
Data-Driven
Beta
Check out your own Attribution Reports

“ [...] Targeted CPA and Data-
driven Attribution have given us
lower CPAs, and allowed us to
compete and thrive in a
competitive and volatile space. ”
Neil Jones, Digital Acquisitions Manager,
Purplebricks
70%
Increase in Mobile
CR in Generics
28%
Decrease
in Generic CPA
Source: ThinkwithGoogle 2016
Improved Performance with DDA + Smartbidding

AdWords API
Conversion data under the new DDA
model can be exported via the
AdWords API and used in 3rd party
tools (please discuss with your tool
provider)
Using DDA data with external systems

Tips for maximizing your
Cross-Device Conversions

Use Cross Account Conversion Tracking

Set appropriate conversion window

The same conversion tracking for desktop and mobile

<script type=”text/javascript”>
/* <![CDATA[ */
var google_conversion_id = 1234567890;
var google_conversion_language = “en”;
var google_conversion_format = “2”;
var google_conversion_color = “ffffff”;
var google_ conversion_label = “xxxxxxxxxxxxxxxx_XX”;

AdW Ad Clicks Direct visit
Conditional firing:
AW pixel does not fire
Condition: traffic
source = “organic
search”
NO Cross-Device
Conversion
Standard firing: AW
Conversion
Tracking pixel fires
Cross-Device
Conversion
Website Visits +
ConversionSource:
direct
The implications of conditional firing

Do not use conditional firing

AdWords SDK for conversion tracking to track movements
between platforms.

What else?

Nothing new…

I know it…

It is not about
lack of knowledge,

It is not about
lack of knowledge,
It is about
lack of action

Tomorrow
In the next
week
In the next
month
Review your cross-
device data from
AdWords
Adjust learnings
from them to your
strategy
Test, analyze,
optimize

Questions?

Cross-device: one of biggest marketer's headaches. How to approach it?

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