How To Use The New AdWords Estimated Cross-Device Conversions

A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device performance.

column-set-600x497I called it the “next frontier for online marketers” in a previous post, and we are now officially getting there!

In AdWords, a new column called “Est. total conv.” (aka Estimated Total Conversions) was made available for some beta accounts recently. 

How should marketers be looking at this newly-available data? Find out what I think in my latest Marketing Land column.