Google is helping marketers to get a complete overview of the value of their mobile ads by combining cross-device conversions automatically. The search engine giant claims that advertisers given early access to tracking have already recorded a significant uptick in conversions.

According to an official Google Inside AdWords blog post, almost two-thirds of all Internet users and more than 80 per cent of online millennials now complete the buying cycle across various devices. This means that they might start browsing for a particular product on a smartphone before checking out and purchasing it later on a tablet or desktop PC.

Google first introduced cross-device conversions in 2013 as a means to providing a better measure of the customer journey across channels and devices. It also allowed for their manual inclusion in the Conversions column and integrated them into both attribution models and automated bidding last year.

Complete view of performance

Google is now going one step further by rolling out cross-device conversions automatically in the Conversions column in AdWords. While offering a more relevant and complete view of ad campaigns, Google says that the rollout will also be key to measuring the influence of mobile ads. Selected advertisers who have used the new tracking, including clothing and accessories retailer U.S. Polo Assn. and Ringling Bros. and Barnum & Bailey Circus, have generated 16 per cent more conversions on average.

The new default cross-device conversion policy will be available for new AdWords accounts from 16 August 2016, with a wider rollout for all advertisers starting just under a month later on 6 September. The feature will benefit both users and Google, as it may encourage more advertisers to increase their mobile ad spend.

Google listed several case studies showcasing the improved performance for the new conversions. Lightning New York's Director of Search Marketing, Aaron Covaleski, said: “Cross-device conversions allows us to fully value mobile traffic and deliver a more aggressive marketing strategy. Armed with this data, we drove 50% year over year growth during our busiest Black Friday and Cyber Monday periods last year. We also strengthened awareness for our brand, and this was reflected in branded searches doubling across mobile and desktop.”