90% of users switch between devices. Cross-device conversions happen when a user clicks on one device but finished a transaction on another. People are switching between screens to complete tasks every day. It is very important to track this kind of conversions to better understand purchase process. For example, a user clicks on your ad on her mobile device, but completes a conversion on desktop, then we get 1 cross device conversion, whereas is a user clicks on ad on his smartphone, and completes purchase on the same device, then we get 1 conversion. Typically, it takes 30 days with cross – device conversions to take place.
If we have not enables cross-conversion tracking, then this conversion would be assigned to an organic or direct channel, which would be wrong. However, now we can get a much better insight and channel contribution toward a conversion. In order to see cross – device conversions, we need to set up the User ID and create a User ID view, whereas in AdWords when all conversions are in place, we will be able to see them straight away.