How do you analyze and optimize for cross-device conversions?

Analyzing and optimizing for cross-device conversions is crucial because modern users often interact with ads on one device (e.g., mobile) and then convert on another (e.g., desktop or tablet). To maximize conversions and understand the full customer journey, you need to account for how users move between devices.

Here's how I approach analyzing and optimizing for cross-device conversions:

📊 1. Track Cross-Device Conversions
First, I ensure that the appropriate tracking is set up to capture cross-device behavior. Both Google Ads and Bing Ads offer tools to track these kinds of conversions. Here's how I do it:

Implement Cross-Device Tracking:
Google Ads: I enable Google's cross-device conversion tracking, which helps track when a user clicks on an ad on one device but completes the conversion on another. This is tied to Google's tracking technology, which uses unique identifiers across devices.

Bing Ads: Similarly, I use UET (Universal Event Tracking) to monitor user activity across multiple devices. It tracks when users first interact with the ad on one device and later convert on a different one.

🔄 2. Use Attribution Models
To understand cross-device behavior fully, I use different attribution models that help measure how users interact with ads across devices:

Data-Driven Attribution (DDA):
Both Google Ads and Bing Ads offer Data-Driven Attribution, which uses machine learning to determine the actual contribution of each touchpoint in the user journey (across devices). This model assigns credit to different devices based on how they contributed to conversions, rather than giving all the credit to the last-click device.

Time Decay Attribution:
For users who frequently interact across devices over time, I may use Time Decay Attribution, which gives more credit to touchpoints closer to conversion (regardless of device). This helps when users engage multiple times across devices before converting.

Cross-Device Conversion Reports:
Google Ads provides a cross-device conversion report, which shows the number of conversions that were influenced by multiple devices. I monitor this report to see where cross-device activity occurs and adjust my bidding and targeting accordingly.

💡 3. Optimize Landing Pages for Cross-Device Interactions
I optimize my landing pages to cater to both mobile and desktop users, ensuring a seamless experience across all devices. Key strategies include:

Responsive Design: I ensure that landing pages are responsive, providing a good user experience whether the user is on a mobile phone, tablet, or desktop.

Simplified Forms: On mobile, I reduce form fields and streamline the process to make it as easy as possible for users to complete conversions on smaller screens.

Consistent Branding and Messaging: I make sure that the messaging and visual elements are consistent across devices so users can easily recognize the brand or campaign when they switch devices.

🧠 4. Review Cross-Device Conversion Data
I regularly analyze cross-device conversion reports to gain insights into user behavior. Specifically, I look for:

Device Switching Behavior: I track which devices are most often used in the conversion path. For example, I may notice that users frequently click on mobile ads but complete purchases on desktop or tablet. This helps me understand where to allocate more budget for each device.

Conversion Path Length: I examine how long it takes for users to convert after the initial interaction on a different device. For instance, users might research on mobile during the day and convert on desktop in the evening. By understanding this, I can adjust ad scheduling and bid modifiers accordingly.

🔄 5. Adjust Bidding and Budget Allocation for Cross-Device Users
Based on cross-device conversion data, I adjust my bidding strategy to better capture users as they switch devices:

Increase Mobile Bids: If I notice that a significant portion of conversions starts on mobile but finishes on desktop, I may increase mobile bids to capture initial interest, while still focusing on desktop or tablet bids for final conversions.

Targeting and Bidding Based on Devices: I can set up device-specific bid adjustments to optimize for conversion paths that involve multiple devices. For example, I might increase desktop bids in the evenings or on weekends if I know that conversions are more likely to happen on desktop at those times.

Bid Adjustments for Cross-Device Users: I can also adjust bids based on cross-device behavior. If users tend to convert more after switching from mobile to desktop, I might increase bids for mobile traffic to drive more initial engagement, knowing that the final conversion will likely happen on desktop.

📈 6. Use Remarketing and Retargeting for Cross-Device Users
Cross-device behavior provides a great opportunity for remarketing:

Device-Specific Remarketing Ads: If users visit your website or app on one device but don't convert, I use device-targeted remarketing to re-engage them with ads on the device they are more likely to convert on. For instance, if a user visits the site on mobile but doesn't complete a purchase, I might target them with desktop-focused ads to encourage the final conversion.

Cross-Device Remarketing Lists: I create remarketing lists based on cross-device behaviors, targeting users who interacted with my ads on mobile but converted later on a desktop. This way, I can refine my strategy to follow up with those users at the right time, on the right device.

📉 7. Optimize Ad Scheduling for Cross-Device Conversions
Dayparting and Device: I adjust ad schedules to account for when users tend to switch between devices. For instance, I may boost mobile bids in the morning and then desktop bids in the evening to capture users who start their journey on mobile and finish on desktop.

Cross-Device Attribution and Timing: Using attribution models like Time Decay, I focus my budget on the early touchpoints that happen on mobile but are critical to driving conversions on desktop later.

🧩 8. Measure the Full Customer Journey
I analyze the full customer journey from first touch to conversion by using tools like Google Analytics or Bing Ads Universal Event Tracking. These tools help me understand how users move between devices and how long it takes them to convert, allowing me to fine-tune my ad strategy.

Assisted Conversions: I look at assisted conversions, which show how previous interactions (on mobile or desktop) contributed to the final conversion. This is crucial for understanding the role of each device in the purchase funnel.

🌟 Final Thought
To effectively optimize for cross-device conversions, it's essential to integrate cross-device tracking, leverage attribution models, and continuously analyze user behavior across devices. By understanding how users interact with your ads and make purchases across multiple devices, you can adjust your bidding strategies, remarketing efforts, and ad scheduling to maximize conversions.