Include cross-device conversions in your "Conversions" column

This article applies to the previous AdWords experience. Check which AdWords experience you’re using.

As an advertiser, you want to track all the conversions that your Google Ads 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 that 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".


  1. Sign in to your Google Ads 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.
    • Tick the box if you want to include cross-device conversions in your 'Conversions' column.
    • Deselect the box if you don't want to include these conversions in your "Conversions" column.
  5. Click Save.

How it works

Google Ads 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 optimise for these conversions if you're using an automated bid strategy that optimises 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 unticked, you can still see Display cross-device conversions in your "All conversions" and "Cross-device conversions" columns.

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