Cross device conversion count

Cross device conversion counts methodology has been updated over time.

Beginning with May 1, 2019, many conversion metrics in the attribution reports in Google Ads are calculated differently. (See “What Changed”, below.) The calculation change was not applied retroactively, so affected metrics use one calculation for days prior to May 1, 2019, and another calculation for days beginning with May 1, 2019. If your active date range extends before and after May 1, 2019, your conversion metrics will be based on two different calculations -- one calculation for the days prior to May 1, 2019, and another calculation for subsequent days beginning with May 1, 2019.

What changed

Beginning with May 1, 2019, all conversion metrics (e.g. Conversions total, Conversions Value, Last Click Conversions, etc) in attribution reports include cross-device activity. However, for days prior to May 1, 2019, only the conversion metrics in the following reports include cross device conversions: Devices, Assisting Devices, and Device Paths.

Why this change was made

Prior to May 1, 2019, the Devices, Assisting Devices, and Device Paths reports included cross device activity in their calculations, while the other reports did not. As a result, the conversion counts were inconsistent across different reports. To address this inconsistency, all conversion metrics now include cross device activity, beginning on May 1, 2019. However, for days prior to May 1, 2019, this inconsistency still exists.

Reports

Report Metrics that were updated to include cross device activity (for data beginning on  May 1, 2019)

Top Conversions

CONVERSIONS

  • Conversions total (summary)

  • Conversion Value (summary)

  • Conversion subtotals per conversion action (table)

Assisted Conversions

 

CONVERSIONS

  • Last Click conversions (summary)

  • Last Click conversion Value (summary)

  • Click-Assisted conversions (summary)

  • Click-Assisted conversion Value (summary)

  • Click-Assisted / Last Click ratio (summary)

  • Last Click conversions (and value) subtotals per dimension (table)

  • Click-assisted conversions (and value) subtotals per dimension (table)

Devices

 

CROSS-DEVICE ACTIVITY

This report reflects cross device activity before and after May 1, 2019. No changes were made.

Assisting Devices

 

CROSS-DEVICE ACTIVITY

This report reflects cross device activity before and after May 1, 2019. No changes were made.

Device Paths

 

CROSS-DEVICE ACTIVITY


 
This report reflects cross device activity before and after May 1, 2019. No changes were made.

Top Paths

 

PATHS

  • Conversions (summary)

  • Conversion value (summary)

  • Conversions subtotals per path / dimension

  • Conversion value subtotals per path / dimension

Time Lag

 

PATHS

  • Conversions (summary)

  • Conversions subtotals for time bucket and subtab (from first impression, first click and last click)

  • Conversions value subtotals for time bucket and subtab (from first impression, first click and last click)

Path Length

 

PATHS

  • Ad Clicks per Conversion (summary)

  • Conversions (summary)

  • Conversion Value (summary)

  • Conversions subtotals for path length bucket and subtab (clicks before conversion and impressions before conversion)

  • Conversions value subtotals for time bucket and subtab (from first impression, first click and last click)

First-click Analysis

 

CLICK ANALYSIS

  • Conversions (summary)

  • Conversion Value (summary)

  • Conversions subtotals for every dimension

  • Conversion value subtotals per dimension

Last-click Analysis

 

CLICK ANALYSIS

  • Conversions (summary)

  • Conversion Value (summary)

  • Conversions subtotals per dimension

  • Conversion value subtotals per dimension

Attribution Modeling

 

ATTRIBUTION MODELING

  • Conversions subtotals per dimension / attribution  model

  • Cost/conv subtotals per dimension / attribution model

 

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