Report on cross-environment conversions

Measure conversions from users that span cross-device and cross-environment

People own multiple devices that can access the Internet, and will often view your ads in one environment and then convert on another. Cross-environment conversion reporting shows the effectiveness of your advertising campaign across all environments (tablet, mobile, and desktop; app and web), regardless of the device or environment a user converts on. 

Cross-environment reporting links together cookies (for web), resettable device IDs (for mobile apps), and anonymized Google sign-ins, to identify a user across different environments.  This allows Google to determine the path taken by the user, from first seeing an ad to conversion. No data about the specific user is retained and all reporting is anonymized.

Cross-environment conversion reporting can be complex due to the nature of attribution and conversion tracking in apps. Cross-environment conversions that occur on devices or browsers other than the original ad can be attributed differently, or not measured at all, compared to traditional cookie-based conversion measurement. But overall, including cross-environment metrics will offer a more complete conversion picture in your reporting.

What can I measure?

Using the Cross-Device Conversions report in Display & Video 360, you can measure the following metrics for line items, insertion orders, and advertisers:

  • Total Conversions + Cross-Environment: The sum of all Post-View Conversions + Cross-Environment and Post-Click Conversions + Cross-Environment.

  • Post-View Conversions + Cross-Environment: The number of times a user has converted after viewing an ad on any of their devices.

  • Post-Click Conversions + Cross-Environment: The number of times a user has converted after clicking on an ad on any of their devices.

  • DCM Post-View Revenue + Cross-Environment: The cost amount passed by a Floodlight sales tag after a cross-device post-view conversion.

  • DCM Post-Click Revenue + Cross-Environment: The cost amount passed by a Floodlight sales tag after a cross-device post-click conversion.

The above metrics are called "cross-environment" rather than "cross-device" because they measure conversions from users across different environments, such as an app and a browser, or two different browsers, even if the different environments were all on the same device.

Limitations

  • Mobile device IDs must be passed back for cross-environment reporting to work. (Google Ad Manager publishers do this automatically.)
  • Floodlight tags and activities must be implemented correctly for cross-environment reporting to work.
  • Custom Floodlight variables are incompatible with cross-environment reporting.
  • There is very little cross-device data in China.
  • In-app browsers are complex, and have varying compatibility with cross-device reporting.
  • Cross-device reporting is not supported at an event level in Data Transfer.
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