How to Boost ROI with New AdWords Cross-Device Attribution Reports
Over the past decade, the rise of mobile usage has made it extremely difficult to track customers as they switch from one device to another. Even more challenging for today’s digital marketer is analyzing which channels are producing the highest results and how to attribute value to each of the channels a user passed through before converting. New AdWords Cross-Device Attribution Reports
In an effort to help advertisers measure a consumer’s path to conversion, Google recently released new AdWords cross-device attribution reports. On average, consumers own anywhere from two to five devices, including their mobile phone, desktop, and possible tablet or television. A recent study from March 2016, conducted by Google and Ipsos Connect, showed that 60% of consumers start the purchase process on device and complete it on another. The path to conversion is more complex than ever and anything but linear.
In the past, the traditional marketing funnel was simple and clear: awareness, consideration, purchase. However, with the rapid adoption of mobile tablets and devices, it’s becoming increasingly difficult for marketers and advertisers to measure the impact of their online advertising campaigns. It’s not as simple as a user search, user click, and a user conversion on the same device. The AdWords cross-device attribution reports use device conversion data that now shows device influence throughout conversion paths.
The three AdWords cross-device attribution reports that are now available include:
- Devices: showing the cross-device activity happening in your AdWords account
- Assisting Devices: showing what device types assisted conversions on other devices
- Device Paths: showing the top conversion paths for customers using more than one device to convert
Each of these reports can be found in AdWords in the Tools tab under Attribution as shown in the below screenshot:
For savvy advertisers that are obsessive about measurement, these benchmarks come in handy in a few different ways:
Using Different Attribution Models Other Than Last Click
There are 7 main attribution models that you can use for conversion tracking:
- Last Click Attribution Model
- First Click Attribution Model
- Linear Attribution Model
- Time Decay Attribution Model
- Position-Based Attribution Model
- Last Non-Direct Attribution Model
- Custom or Algorithmic Attribution Model
With the new AdWords Devices Report, you’re able to quickly identify how customers use different devices on their conversion path and better serve particular ads to your audience based on the cross-device activity.
If you notice a conversion trend across different devices, you may want to use adjust your attribution model to boost a exposure for an ad that was displayed on a mobile, but converted on a tablet.
When choosing a new attribution model be sure to account for cross-device behavior because, unlike the traditional last click attribution model, credit will be assigned across the conversion path.
Quick Note: AdWords Device Report only includes conversions that had multiple device touch points.
Updating Your Bid Adjustments for Different Devices
The new Assisting Devices report shows the number of last click conversions and click-assisted conversions broken down by each type of device. With the new Assist Ratio metrics, you can see how many conversions were assisted by impressions or clicks on that particular device compared to the number of actual conversions.
Let’s say your Mobile Assist Ratio for a campaign is 2.20, this means for every conversion that is reported from a mobile device, 2.20 conversions on other devices were assisted by mobile impressions or clicks.
This information can help inform your mobile bid adjustment strategy. Going with the same example, if you notice mobile is assisting conversions on other devices by 2.2x, and your tablet assist ratio is only assisting conversions on other devices by 0.25x, you may want to lower your tablet bid adjustments and increase your mobile bid adjustments to maximize value from your mobile ad impressions.
Optimizing Your mobile Strategy
Let’s say you’re analyzing the top conversion path and discover mobile is driving more assists than actual conversions. If that’s the case, you can optimize your mobile campaign strategy to be more educational rather than transactional. Your ad can highlight copy such as ‘Learn More’, as opposed to ‘Buy Now’ or ‘Sign Up Now’. Additionally, the mobile landing page can be optimized to show the most important benefits of your product at the top, rather than the call-to-action of sign up now. For B2B companies, this may occur quite often, as your prospects may hear about your products or services at a conference, conduct a mobile search while they’re on the go, and convert later when they are back in their office on their laptop.
As with any attribution reporting, it’s important to consider how you want to measure conversions and apply credit to each device and ad channel. You can use the Google Analytics Model Comparison Tool to compare the results of up to three different types of attribution models to ensure that the attribution model you’re using reflects your advertising goals and business models.