Advertisers will soon be able to dig into more relevant data about their campaigns on the Google Ads online advertising platform as cross-device activity and conversions are set to be added in a new update.
Google is aware that more advertisers are managing multifarious ad campaigns covering a range of channels and is now planning to update the “cross device conversion count”. The new changes, which go live on 1 May this year, will ensure that new data is more consistent and relevant for users.
Currently, cross-device activity data is restricted to attribution reports for Devices, Assisting Devices and Device Path, which can create information blind spots for advertisers. Google said that the new update will also address an issue where the counts may appear to be different on some reports.
The update is set to arrive in a month’s time, so any reports created during the next four weeks will not include the relevant cross-device data. Google also said that existing data will not be altered or updated when the new calculation methods arrive in early May.
“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,” Google noted. A few of the metrics that will be updated for the new cross-device reports include “top conversions”, “assisted conversions”, “time lag”, “path length”, “first-click analysis” and “attribution modeling”.