Clear search
Close search
Google apps
Main menu

Include cross-device conversions in your "Conversions" column

As an advertiser, you want to track all the conversions your AdWords campaigns drive, including those that begin on one device or browser and end on another. By using the “Include cross-device conversions” setting, you can include these conversions in your “Conversions” column and factor them into any automated bid strategy you’ve set up.

This article goes over how to add cross-device conversions to your “Conversions” column and bidding strategy. For more information on cross-device conversions, see About "All conversions."

This setting is changing

Starting in March, cross-device conversions from Search and Shopping campaigns will be automatically included in the “Conversions” column to give you a more complete view of performance. The "Include cross-device conversions" setting will control Display cross-device conversions. Later this year, cross-device conversions from Display campaigns will also be included by default.

This update will be applied on a rolling basis and you will receive a notification in your account once the change has been applied. You may notice an increase in the number in your “Conversions” column. You’ll still be able to review your cross-device conversions separately in the “Cross-device conversions” column. If you’re using automated bid strategies that optimize for conversions, the inclusion of cross-device conversions will help make your data more complete, and help our system make more informed bidding decisions. You may notice an increase in bids and spend as the system adjusts to an overall increase in conversions.


  1. Sign in to your Adwords account.
  2. Click the Tools tab and select Conversions.
  3. In the menu on the left, click Settings.
  4. Click Include cross-device conversions.
    • Check the box if you want to include cross-device conversions in your "Conversions" column.
    • Uncheck the box if you don't want to include these conversions in your "Conversions" column.
  5. Click Save.

How it works

Usually, your "Conversions" column only includes those conversions that happen on the same device where the ad was clicked. But AdWords also offers cross-device conversions to track conversions that happen when someone clicks an ad and then completes a conversion on another device, browser, or app.

The "Include cross-device conversions" setting lets you include these conversions in your "Conversions" reporting column. This allows you to also optimize for these conversions if you're using an automated bid strategy that optimizes for conversions, like Target cost-per-acquisition (CPA), Target return on ad spend (ROAS), and Enhanced cost-per-click (ECPC).

If you leave this setting unchecked, you can still see cross-device conversions in your "All conversions" and "Cross-device conversions" columns.

Was this article helpful?
How can we improve it?
Sign in to AdWords

Get account-specific help and tips by signing in with your AdWords account email address, or learn how to get started with AdWords.