We’ve been hearing it time and time again since early Spring and I must admit, Google’s done a phenomenal job at promoting this idea of measuring these mini decision-making moments, and for good reason. Take a second to think about your life and how you interact with your devices on a daily basis. Whilst watching TV at night are you simultaneously looking at something up on your phone.
Perhaps, shopping for a fire pit for Fourth of July on IT Numbers your laptop? Do you ever find yourself in a store aisle reading reviews on your iPhone? Well, you’re not alone: 82% of smartphone users turn to their phone to influence a purchase decision while in a store, according to Google. 90% of people move between devices to accomplish a goal. Living in a multi-device world where our phones have essentially become another limb, it’s clear that these “micro-moments” do indeed happen all the time.
What is cross-device measurement? Cross-device measurements gives marketers estimated conversion data to show an advertiser how a conversion occurred over time when someone clicks on an ad on one device, perhaps visits a store or makes a call, but completes a transaction on another device. “ by your Google search advertising that can be used to make important decisions like how much to bid and how to assign budget across your various marketing channels,” Google said when they announcemed the new feature in October of 2013.