User behavior on the Internet is becoming more complex every day.
Among these, the wave of multi-device adoption is penetrating into our lives at an accelerating pace, and at the same time, advertising managers are being required to closely monitor and analyze the increasingly diverse behavior of users and apply this information to their daily work.
This time, I would like to review cross-device conversions, which are one of the indicators.
So, first of all, what kind of cases netherlands phone number material qualify as cross-device conversions? Let's clarify the specific definition.
When a user clicks on an ad using a small device such as a smartphone or tablet, visits a website, and then visits the same website via organic search from a PC at home or in the office, resulting in a conversion.
In addition, if a user clicks on an ad on a PC, visits a website, and then visits the same website via organic search on a smartphone or tablet, a conversion occurs.
If a user clicks on an ad on an office PC and visits a website, then that user visits the website from their office PC via organic search on their home PC, resulting in a conversion.
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Conversions like this that occur across multiple devices are called cross-device conversions.
Furthermore, if a conversion occurs not only across devices but also across different browsers, it is considered a cross-device (browser) conversion .
Ultimately, any conversions obtained through advertising will be counted as general conversions and will be measured based on the device at the time of conversion.
Cross-device conversions and general conversions will not be counted together.
A review of advertising channels that can measure cross-device conversions
Next, let's take a look at the advertising channels that can measure and confirm cross-device conversions.
*The advertising channels introduced here as capable of measuring and checking cross-device conversions are only those where cross-device conversions can be checked using the management screen or reports of the advertising channel in question.
This article does not cover measurements using third-party tools, etc.
First, Google AdWords.
The fact that Google AdWords, which continues to make its presence felt in the field of programmatic advertising, is capable of measuring cross-device conversions is proof that advertising managers need to understand this.
And Facebook ads .
This measurement is also possible through Yahoo! Display Ad Network (YDN) and Criteo .
It is possible to measure cross-device conversions using various advertising channels, but I would like to summarize the four advertising channels mentioned above.
