All Google Ads attribution reports will soon include cross-device

To bring consistency to reporting, Ads will begin including cross-device conversion data in all attribution starting May 1. This includes metrics such as Conversions total, Conversions Value and Last Click Conversions.

Why you should care. Currently, cross-device conversion activity is only included in the Devices, Assisting Devices and Device Paths attribution reports. That means conversion metric calculations are inconsistent when looking at different reports. The change will mean cross-device metrics are included and treated the same across all attribution reports.

Not retroactive. Keep in mind that the cross-device conversion data will only go back as far as May 1, 2019. Any attribution reporting that spans the period before and after will reflect both conversion metric calculations.

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