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 has changed

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


  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 Display 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

AdWords 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. For Search and Shopping campaigns, cross-device conversions are automatically counted in the "Conversions" column.

The "Include Display cross-device conversions" setting lets you include conversions from Display campaigns 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 Display cross-device conversions in your "All conversions" and "Cross-device conversions" columns.

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