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#SMX #23C @JeremyHullNo, seriously, it’s really easy. You should do it. Today.
Measuring cross-device
activity is easier than you
think.
#SMX #23C @JeremyHull
#SMX #23C @JeremyHull
57% 21% How People Use Their Devices, Think with Google;
https://www.thinkwithgoogle.com/articles/device-use-marketer-tips.html
#SMX #23C @JeremyHull
90% The New Multi-Screen World Study, Think Insights, Google;
http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html
#SMX #23C @JeremyHull
“The future is
here – it’s just not evenly distributed.
WILLIAM GIBSON
““
#SMX #23C @JeremyHull
2013
#SMX #23C @JeremyHull
#SMX #23C @JeremyHull
#SMX #23C @JeremyHull
#SMX #23C @JeremyHull
The Keys to Cross-Device Success
Step 1: Use Google Cross-Device Conversions to define importance.
#SMX #23C @JeremyHull
Major Retailer
Base Conversions: 5,396,732
Plus Cross-Device: 5,803,420
7.5% more
#SMX #23C @JeremyHull
Major Retailer
1/3 of orders that start on mobile end on desktop
#SMX #23C @JeremyHull
Major Retailer
Result: Increased mobile spend on specific campaigns that drive cross-device conversions
#SMX #23C @JeremyHull
The Keys to Cross-Device Success
Step 1: Use Google Cross-Device Conversions to define importance
Step 2: Prioritize more advanced data sources to look deeper & cross-channel
#SMX #23C @JeremyHull
Major Fashion Retailer
Cross-device, cross-channel
50% of cross-device conversion start on mobile(email, paid search, natural search)
77% of cross-device conversions end on desktop(paid search, affiliate, email)
#SMX #23C @JeremyHull
Major Fashion Retailer
Keyword: “Sunglasses”
Last click ROI: Cross-Device ROI:
#SMX #23C @JeremyHull
How to Set Up Cross-Device Conversions in AdWords1. Add the same AdWords Pixel to your
desktop and mobile sites2. Ensure it is NOT set to fire
conditionally3. Drive sufficient volume for Google to
estimate
50 conversions | one tag | two weeks
#SMX #23C @JeremyHull
1. Cross-device conversions are happening
2. You can measure them for free using Google Total Conversions
3. There is no step three. The data is already in your account. Seriously, why aren’t you using it?
“A revolution doesn’t happen when society adopts new tools, it
happens when society adopts new behaviors.
CLAY SHIRKY, US NOW
“
#SMX #23C @JeremyHullLEARN MORE: UPCOMING @SMX EVENTS
THANK YOU! SEE YOU AT THE NEXT #SMX
