The attribution modeling within your Adwords Interface has now been given a makeover to include Cross Device Activity to give marketers more insight into the relationship between mobile, tablet and desktop conversions.
With this new feature we have have three sub categories of reporting to work with.
Devices > this shows where the initial clicks comes from but also where it ends up converting. Do you have users mobile browsing but ending up buying on a desktop? Or desktop users stuck for time and converting on the go via mobile?
Assisting Devices > We know that most users interact with ads more than once to convert and this section gives not only the last click conversions but also the number of clicks from other devices which were clicked along the way.
Device Paths > Much like the conversions path on analytics this is a visual representation of the journey a user goes on to convert. An ideal way of spotting user trends.
Currently we have limited data on Cross Device Activity so far (well it is brand spanking new!) but marketers will soon have the data to spot wastage and potential opportunities. One thing which we will quickly learn with this new feature is whether Google’s move to being mobile focused is justified or not.
With bid adjustments for tablet and desktop coming our way later this year this is a welcome addition when it comes down to refining exposure to relevant devices.