new screens, new measurements

Google Confidential and ProprietaryGoogle Confidential and Proprietary

New Screens, New Measurements

Conversion Tracking for a Multi-Screen World

Thomas BeringNov 3, 2015

8:00amI want-to-know

finding better answers150 times a day

12:00pmI want-to-find

8:00pmI want-to-watch

5:00pmI want-to-buy

Proprietary + Confidential

Mobile doesn’t convert, it doesn't really drive value for us!

“ ”Random CMO, Head of Online, Ecommerce

Director, Head of Digital, Head of SEM..

Mobile?

Yeah, we tried it. Doesn’t convert.

Seriously, mobile drives no value for us. Conversion Rates are terrible, especially compared to desktop!

“

”

Mostcompanies are not set up to identify, deliver on and measure moments of intent

IDENTIFY

DELIVER

MEASURE


Desktop

Mobile

Traffic

Desktop

Tablet

Mobile

Conversion rates

Tablet

Why this matters - what we’re seeing


Performance used to be easy

Consumers have just one device and only interact with your website on that device

When they decide to make a purchase, they do it on that

same device

$

Visits Conversions

Performance trends are reflected in Conversion Rates

Conversion Rate (CvR)

Conversions / Visits=


Multi-device => complications

Consumers now have many devices and can interact with

your site(s) on all of them

When they decide to make a purchase, they can now do so

on any of their devices

$

Visits Conversions

Performance trends are no longer reflected in Conversion Rates, which is an in-device

metric

Conversion Rate (CvR)

Conversions / Visits=X


Conversions in 1 device

Sessions across ALL devices

Introducing: the Multi-device conversion rate

Consumers have many devices and can interact with

your site(s) on all devices before purchasing

When they decide to make a purchase, they do so on just

one device

$

Sessions Conversions Multi-Device CvR=

Performance and consumer trends are reflected in Multi-

Device CvR


11

Multi-Device CvR Desktop Tablet Mobile All Devices

Last year 0.40% 0.05% 0.10% 0.55%

Current year 0.30% 0.08% 0.20% 0.58%

Change (ppts) -0.10% 0.03% 0.10% 0.03%

Focus

In-device CvR Desktop Tablet Mobile

Last year 0.90% 0.41% 0.30%

Current year 1.10% 0.40% 0.37%

Change (ppts) 0.20% -0.01% 0.07%


How many connected devices do people use?

Avg 3.2

Source: Consumer Barometer, Google. Numbers for Norway.


Cross-Device Conversions in AdWords

Cross-Device Conversions

gives you real and critical

insight into the value being

driven by your ads across

users’ devices.

“Our Mobile Display campaign generated 40 same device

conversions but also drove 80 conversions that occurred on

other devices”


We anonymously observe conversions from users across all Google properties


For the portion of users that aren’t signed in, we use a sophisticated algorithm to extrapolate to all conversions

95%Everyone estimates but we do it the best and with the mostconsumer privacy


Viewing campaign & ad group data within the AdWords interface

Est. Cross-Device Conversions column must be added manuallyEst. Total Conversions column appears automatically if you are already using Conversion Tracking

EST. CROSS-DEVICE CONVERSIONS = FULL VALUE OF MOBILE

MOBILE-TO-DESKTOP

MOBILE-TO-TABLET

MOBILE-TO-MOBILE

EST. TOTAL CONVERSIONS = FULL VALUE OF ADWORDS

ONLINE SALES

APP INSTALLS

PHONECALLS

CROSSDEVICE

Display Network Only

Segment by device to see how ad clicks on one device result in conversions on other devices (where no ad clicks occur)

Remarketing

(WHEN SEGMENTED FOR MOBILE)


retail

travel

+13%

+16%

vertical display search

+8%

+16%

Cross-device Conversion Benchmarks


Customer success with Cross-Device Measurement

Mobile display drives 23% more cross-device

conversions than via same-device. Taking into account

these cross-device conversions, their CPA is actually

19% lower than same-device reporting indicated.

Mobile search on unbranded terms, typically their worst

converting traffic, actually drives 60% more conversions

across device than they previously knew.


AD

AD

SITE

APP

SITE

SITE

APP

User 1

_utma=111

&cid=111

User 2

_ utma=222

&cid=222

User 3

_ utma=333

&cid=333

Before User ID in Google Analytics

AD


AD

AD

AD

SIT

E

APP

SITE

SITE

APP

User

&uid=111

After User ID in Google Analytics


UA User-ID

La Redoute

N°1 in Home & Fashion e-commerce in France

Unique Visitors per month7,3M

846M€ Turnover in 2013

online share in total turnover>85%

1


1 device

3 devices

TR*/User:

+53%

TR*/User:

+23%

* : Transaction rate is significantly higher for unique visitors identified on more than 1 device. Designing a fluid experience across visits and devices is one of La Redoute key priorities, as these visitors are more likely to be involved in more complex shopping journeys.

2 devices

Cross-device users are more likely to convert...


… and when they do, they buy more.

1 device 2 devices 3 devices

Avg. Basket:

+15%

Avg. Basket:

+12%


User journey :

Mobile strongly influences the upstream part of the buying journey.

Order confirmationBasketProduct pagesCategory pagesLanding pages Order follow-up→ → → →→

Stands out? Mobile(+4pts vs. avg)

Desktop(+7pts vs. avg)

Desktop(+10pts vs. avg)


Re-attributing conversions across devices leads to a +6-10% re-evaluation of mobile contribution.

Conversion value100% attributed

to last device used

Conversion value100% attributed

to 1st device used

Conversion valuelinearly distributedto all devices used

100 conversions

100 conversions

100 conversions

110 106

106 112

98 97

may mean or

1 [email protected] - as commented in the original case study: how would you explain the additional conversions in the linear and 1st device model here? Where do they come from? (last device: 300, 1st device: 314, linear: 315)Jos Meijerhof,


What all this means

Multiscreen Pitfalls

Mobile First = Wrong

Responsive Design = Wrong

|

foot traffic

from 2010 – 2013

55%

2Xvalue of each store

visit from 2010 – 2013

Source: Shoppertrak 2014 & Mastercard SpendPulse 2010 and 2013.


AwarenessLikes/+1sReachetc

• Conversion rate• CTR• etc

• Profits


Best practises

1. Review your current online metrics with a cross device perspective

2. Review your current KPIs to ensure you’re measuring the right thing

3. Review your current agreement with your agency and align

new screens, new measurements

Marketing