#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