Published July 2015
We introduced cross-device measurement across all of our DoubleClick advertiser products at the DoubleClick Leadership Summit in June. For DoubleClick Search, this launch allows advertisers to more accurately measure the performance of their paid search campaigns across multiple devices.
When using a traditional conversion reporting system, there’s no way to know if a user who clicks a search ad on one device goes on to complete a purchase on another device, known as a cross-device conversion. This could mean that you’re underreporting the number of conversions driven by your search ads.
For example, AdWords advertisers have measured up to 16% more conversions from search ads when they include cross-device data.
Using Floodlight estimated conversions in DoubleClick Search
- Reporting columns: We added six new default cross-device columns covering actions and sales (revenue and transactions) that you can quickly and easily add to your reports in DoubleClick Search and view alongside your single-device conversions. To see conversion estimates that include cross-device activity, you can add estimate columns to an Engine accounts, Campaigns, or Ad groups reporting table, and create formula columns that contain estimated conversions. Advertisers can also create cross-device custom floodlight activities columns based on combinations or subsets of floodlight activities, attribution models, and conversion metrics.
- Attribution models: Advertisers can create custom floodlight activity columns based on attribution models imported from DoubleClick Campaign Manager (DCM) such as linear, time decay and position based (in addition to the default last-click attribution model).
- Bid optimization: Later this year, you’ll be able to use these Floodlight estimated conversions to more accurately set both your bids and mobile bid modifiers in DoubleClick Search to better capture the true value of your ads and help you achieve your goals.
How it works
Cross-device and cross-browser conversions are estimated using a sophisticated algorithm that analyzes a number of signals to calculate cross-device conversions for all traffic.
Both AdWords and Floodlight estimates include lift from cross-device conversions only for campaigns and ad groups when there is a sufficient sample size and a strict 95% confidence interval is reached.
We’re investing in these capabilities while prioritizing user privacy. We measure mobile behavior using industry-standard device identifiers that users can see, reset and configure to opt out from interest-based advertising. Additionally, advertisers can only access anonymous and aggregated performance reporting on their campaigns.
How is this different from AdWords Estimated Cross-Device Conversions?
AdWords conversion tracking can also estimate conversions. AdWords Estimated Total Conversions and Estimated Cross-Device Conversions are limited to AdWords campaigns that use AdWords conversion tracking.
Floodlight estimated conversions in DoubleClick Search use Floodlight tags that are built to work across any type of buy (programmatic or reservations), screen, channel (search and display), format, and engine, consistent with DoubleClick’s core value of giving advertisers a unified view of their audience.
For example, if a user clicks a search ad on mobile, then clicks a display ad on mobile, then completes a purchase on desktop, we’ll assign credit to the display ad when using default last-click attribution, or across search and display when using attribution models such as linear, time decay and position based.
Ready to get started?
For more information on how you can use cross-device conversion metrics to more accurately measure the performance of your paid search campaigns, visit our Help Center or contact your DoubleClick Search representative.
Posted by Dan Paik and Nick Macrae, DoubleClick Search