Conversions tracking for a multi-screen world. Foredrag av Thomas Bering fra Google, på vårt seminar Digital Performance 3. november 2015

1. Google Confidential and ProprietaryGoogle Confidential and Proprietary
New Screens, New Measurements
Conversion Tracking for a Multi-Screen World
Thomas Bering
Nov 3, 2015

3. 8:00am
I want-to-know
finding better answers
150 times a day
12:00pm
I want-to-find
8:00pm
I want-to-watch
5:00pm
I want-to-buy

4. Proprietary + Confidential
Mobile doesn’t convert, it doesn't
really drive value for us!
“ ”Random CMO, Head of
Online, Ecommerce
Director, Head of Digital,
Head of SEM..
Mobile?
Yeah, we tried it. Doesn’t
convert.
Seriously, mobile drives no
value for us. Conversion
Rates are terrible, especially
compared to desktop!
“
”

5. Proprietary + Confidential

6. Most
companies are
not set up to
identify,
deliver on and
measure
moments of
intent
IDENTIFY
DELIVER
MEASURE

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Desktop
Mobile
Traffic
Desktop
Tablet
Mobile
Conversion rates
Tablet
Why this matters - what we’re seeing

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Performance used to be easy
Consumers have just one
device and only interact with
your website on that device
When they decide to make a
purchase, they do it on that
same device
$
Visits Conversions
Performance trends are
reflected in Conversion Rates
Conversion Rate (CvR)
Conversions / Visits
=

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Multi-device => complications
Consumers now have many
devices and can interact with
your site(s) on all of them
When they decide to make a
purchase, they can now do so
on any of their devices
$
Visits Conversions
Performance trends are no
longer reflected in Conversion
Rates, which is an in-device
metric
Conversion Rate (CvR)
Conversions / Visits
=
X

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Conversions in 1 device
Sessions across ALL devices
Introducing: the Multi-device conversion rate
Consumers have many
devices and can interact with
your site(s) on all devices
before purchasing
When they decide to make a
purchase, they do so on just
one device
$
Sessions Conversions Multi-Device CvR
=
Performance and consumer
trends are reflected in Multi-
Device CvR

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11
Multi-Device CvR Desktop Tablet Mobile All Devices
Last year 0.40% 0.05% 0.10% 0.55%
Current year 0.30% 0.08% 0.20% 0.58%
Change (ppts) -0.10% 0.03% 0.10% 0.03%
Focus
In-device CvR Desktop Tablet Mobile
Last year 0.90% 0.41% 0.30%
Current year 1.10% 0.40% 0.37%
Change (ppts) 0.20% -0.01% 0.07%

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How many connected devices do people use?
Avg 3.2
Source: Consumer Barometer, Google. Numbers for Norway.

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Cross-Device Conversions in AdWords
Cross-Device Conversions
gives you real and critical
insight into the value being
driven by your ads across
users’ devices.
“Our Mobile Display campaign generated 40 same device
conversions but also drove 80 conversions that occurred on
other devices”

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We anonymously observe conversions from users
across all Google properties

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For the portion of users that aren’t signed in, we use a
sophisticated algorithm to extrapolate to all conversions
95%
Everyone estimates but
we do it the best and
with the most
consumer privacy

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Viewing campaign & ad group data within the
AdWords interface Est. Cross-Device Conversions column must be added manually
Est. Total Conversions column appears automatically if you are already using Conversion Tracking
EST. CROSS-DEVICE CONVERSIONS = FULL VALUE OF MOBILE
MOBILE-TO-
DESKTOP
MOBILE-TO-
TABLET
MOBILE-TO-
MOBILE
EST. TOTAL CONVERSIONS = FULL VALUE OF ADWORDS
ONLINE
SALES
APP
INSTALLS
PHONE
CALLS
CROSS
DEVICE
Display Network
Only
Segment by device to see how ad clicks on one device result in conversions on other devices (where no ad clicks occur)
Remarketing
(WHEN SEGMENTED FOR MOBILE)

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retail
travel
+13%
+16%
vertical display search
+8%
+16%
Cross-device Conversion Benchmarks

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Customer success with Cross-Device Measurement
Mobile display drives 23% more cross-device
conversions than via same-device. Taking into account
these cross-device conversions, their CPA is actually
19% lower than same-device reporting indicated.
Mobile search on unbranded terms, typically their worst
converting traffic, actually drives 60% more conversions
across device than they previously knew.

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AD
AD
SITE
APP
SITE
SITE
APP
User 1
_utma=111
&cid=111
User 2
_ utma=222
&cid=222
User 3
_ utma=333
&cid=333
Before User ID in Google Analytics
AD

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AD
AD
AD
SIT
E
APP
SITE
SITE
APP
User
&uid=111
After User ID in Google Analytics

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UA User-ID
La Redoute
N°1 in Home & Fashion e-commerce in France
Unique Visitors per month
7,3M
846M€ Turnover in 2013
online share in total turnover
>85%
1

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1 device
3 devices
TR*/User:
+53%
TR*/User:
+23%
* : Transaction rate is significantly higher for unique visitors identified on more than 1 device. Designing a fluid experience across visits and devices is one
of La Redoute key priorities, as these visitors are more likely to be involved in more complex shopping journeys.
2 devices
Cross-device users are more likely to convert...

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… and when they do, they buy more.
1 device 2 devices 3 devices
Avg. Basket:
+15%
Avg. Basket:
+12%

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User journey :
Mobile strongly influences the upstream part of
the buying journey.
Order confirmationBasketProduct pagesCategory pagesLanding pages Order follow-up→ → → →→
Stands out? Mobile
(+4pts vs. avg)
Desktop
(+7pts vs. avg)
Desktop
(+10pts vs. avg)

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Re-attributing conversions across devices leads to
a +6-10% re-evaluation of mobile contribution.
Conversion value
100% attributed
to last device used
Conversion value
100% attributed
to 1st device used
Conversion value
linearly distributed
to all devices used
100 conversions
100 conversions
100 conversions
110 106
106 112
98 97
may mean or

26. Slide 25
1 +smerckx@google.com - as commented in the original case study: how would you explain the additional conversions in the linear and
1st device model here? Where do they come from? (last device: 300, 1st device: 314, linear: 315)
Jos Meijerhof,

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What all this means

28. Multiscreen Pitfalls
Mobile First = Wrong
Responsive Design = Wrong

29. |
foot traffic
from 2010 – 2013
55%
2Xvalue of each store
visit from 2010 – 2013
Source: Shoppertrak 2014 & Mastercard SpendPulse 2010 and 2013.

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Awareness
Likes/+1s
Reach
etc
• Conversion rate
• CTR
• etc
• Profits

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Best practises
1. Review your current online metrics with a cross
device perspective
2. Review your current KPIs to ensure you’re
measuring the right thing
3. Review your current agreement with your agency
and align