There are numerous ways that customers can engage with brands online. While each consumer interaction drives value for a brand, certain actions are not as measurable as a traditional lead or revenue-generating events. Today consumers are shopping across devices, downloading apps, and searching online before buying in-stores. As consumer behavior continues to change, marketers need to be able to see a more complete and accurate picture of how their programs are driving conversions. Only then will they be able to set appropriate bids and allocate budgets that are in line with the true value of their campaigns. Google’s Estimated Total Conversions tool is a great first step in improving tracking across multiple devices. Advertisers can use Estimated Total Conversions to better measure conversion events driven by cross-device interactions, phone calls, and eventually store visits. In this Google Hangout, practitioners discuss the use of Estimated Total Conversions in better optimizing their programs and gaining customer insights. We also discuss what challenges and opportunities changing consumer behavior poses to advertisers, especially with regard to mobile devices.
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