This month the Google Adwords team announced a new “Estimated Total Conversions” metric to help marketers gain more insight into the performance of Adwords campaigns. One of the more exciting parts of this new feature is the ability to estimate cross-device conversions that result from paid search activity.

Tracking user behavior across devices has been one of the most elusive and unattainable pieces of online user behavior. This has become an increasingly prevalent problem as mobile usage skyrockets amongst users worldwide. According to Business Insider over 26% of all search traffic came from mobile devices in Q2 of 2013.*

Google estimates cross device conversions by taking a sampling of users who are signed-in to their Google accounts on multiple devices. They claim that on average, marketers can expect to see an increase in paid search conversions of about 8%. Not only does this help to give better vision into paid search campaign performance, but it helps to give greater insight into consumer behavior.

For us at Boldium, Google’s new “Estimated Total Conversions” metric will not only help dictate strategy across digital marketing channels, but will impact product development cycles. As we continue to understand how users interact with our products and how we acquire users, our cross-device development strategies adjust accordingly. We know that different clients with different products require varying levels of support across device types. Historically we have built a device mix for a product by measuring market opportunity and device specific user engagement. But as we are able to gain more insight into not just which devices our users are using our products on, but which devices impact user acquisition, we can begin use real user conversion data to better advise our clients.

Want to learn more about our approach to cross-device marketing and development. Drop us a note at [email protected]

*http://www.businessinsider.com/mobile-sends-a-quarter-of-search-traffic-2013-7