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Google adds cross-device activity to all attribution reports in Google Ads

Luis Rijo

• 1 min read

Google last Friday announced that is adding cross-device activity to all attribution reports in Google Ads. Previously, only the Devices, Assisting Devices, and Device Paths attribution reports included cross-device activity.

Mauricio Barrera, Product Manager, Google Ads, wrote that starting on "May 1st, all attribution reports will include cross-device activity and conversions, giving advertisers valuable insight into how people interact with your ads on multiple devices, and consistency across reports."

Cross-device conversions account for the moments when a customer interacted with an ad on one device and then completed a conversion on another device.

Here the cross-device activity available on the reports, starting on May 1st:

Top Conversions

  • Conversions total (summary)
  • Conversion Value (summary)
  • Conversion subtotals per conversion action (table)

Assisted 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

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

Assisting Devices

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

Device Paths

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

Top Paths

  • Conversions (summary)
  • Conversion value (summary)
  • Conversions subtotals per path / dimension
  • Conversion value subtotals per path / dimension

Time Lag

  • 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

  • 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

  • Conversions (summary)
  • Conversion Value (summary)
  • Conversions subtotals for every dimension
  • Conversion value subtotals per dimension

Last-click Analysis

  • Conversions (summary)
  • Conversion Value (summary)
  • Conversions subtotals per dimension
  • Conversion value subtotals per dimension

Attribution Modeling

  • Conversions subtotals per dimension / attribution  model
  • Cost/conv subtotals per dimension / attribution model