[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsmx-london-attribution-cross-device":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":28,"head_links":417,"breadcrumbs":418,"reading_minutes":147,"category":425,"head":427},"2017-05-23T14:51:03",{"rendered":6},"\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Frebekahtweet\">Rebekah Schelfhout\u003C\u002Fa> of \u003Ca rel=\"noreferrer noopener\" href=\"http:\u002F\u002Fwww.periscopix.co.uk\u002F\">Merkle | Periscopix\u003C\u002Fa> opened by asking us to give our mobile phones to the person next to us. Nomophobia: the fear of being away from our mobile phones.\u003C\u002Fp>\n\u003Cp>It’s the state of the UK today that we don’t want to be away from our phones. One screen usage has declined to just 13%, with more people showing a preference for multiple devices in their lives.\u003C\u002Fp>\n\u003Cp>On average, each one of us interacts with our phones 2,617 a day. It’s connected to us 24\u002F7 these days.\u003C\u002Fp>\n\u003Cp>So, there are a few issues with cross device attribution:\u003C\u002Fp>\n\u003Col>\n\u003Cli>The consumer journey is complex. People can search anytime, anywhere, on any device\u003C\u002Fli>\n\u003Cli>75% of journeys start on one device and finish on another\u003C\u002Fli>\n\u003Cli>Last click attribution modelling; when we use this, we are part of the problem\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>The issues we need to tackle are:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Cross device\u003C\u002Fli>\n\u003Cli>Intra channel\u003C\u002Fli>\n\u003Cli>Multi channel\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>Each of these is managed individually, but there’s no one place to see everything.\u003C\u002Fp>\n\u003Cp>The great thing is that almost all of the Google stack is using data driven attribution now.\u003C\u002Fp>\n\u003Cp>The absolute winner for attribution is Attribution 360, but Google will be announcing Google Attribution, its own tool, later today.\u003C\u002Fp>\n\u003Ch2 id=\"what-is-counted-as-cross-device-conversion\">What is counted as cross device conversion?\u003C\u002Fh2>\n\u003Cp>If someone goes onto mobile and then direct on desktop, it’s a cross device conversion.\u003C\u002Fp>\n\u003Cp>If they come through a desktop, then tablet, then phone, it’s just a conversion.\u003C\u002Fp>\n\u003Ch2 id=\"track-everything\">Track everything!\u003C\u002Fh2>\n\u003Cp>Looking at macro conversions and well as micro conversions is an essential part of traffic. Even though micro conversions aren’t seen as revenue driving, they’re still, important parts of the user journey.\u003C\u002Fp>\n\u003Cp>In addition to this, you should be using query strings to be able to track everything and be able to segment it later.\u003C\u002Fp>\n\u003Cp>If you’re using AdWords, they pretty much have it nailed; to be able to see your attribution model and bid directly from it is awesome. They also recently announced that estimated conversions will play a bigger part in bid adjustments soon.\u003C\u002Fp>\n\u003Ch2 id=\"which-model\">Which model?\u003C\u002Fh2>\n\u003Cp>Rebekah used the analogy of a night out. She had a pint of beer, a glass of wine and a shot of tequila. Her hangover the next day can’t be blamed on any one drink, but all.\u003C\u002Fp>\n\u003Cp>So which model should we be using, if not first or last click?\u003C\u002Fp>\n\u003Cp>Rebekah believes we should be using Google’s data driven attribution. Google’s machine learning tool goes in and attributes to every step of the journey to say how much each step has contributed.\u003C\u002Fp>\n\u003Cp>Rebekah likes the dynamic algorithm, that keeps the model fluid and updates based on performance. The benefits of using this on AdWords is that it takes multi-devices into account, which isn’t the case across other models.\u003C\u002Fp>\n\u003Cp>If you don’t qualify to use this model, try time decay, linear or position based.\u003C\u002Fp>\n\u003Cp>Be sure to compare models in Analytics to see how the different models might change your decisions.\u003C\u002Fp>\n\u003Ch2 id=\"assisting-devices\">Assisting devices\u003C\u002Fh2>\n\u003Cp>The cross device assisting device report gives insight into how different devices contributed to conversions.\u003C\u002Fp>\n\u003Cp>The device paths report in AdWords shows you the move from device to device in the path to conversion.\u003C\u002Fp>\n\u003Ch2 id=\"adjust-your-model-in-the-conversions-tab\">Adjust your model in the conversions tab\u003C\u002Fh2>\n\u003Cp>The great thing about AdWords is that you can actually change your attribution within the conversions tab, and set it up for each conversion type too, depending on use and business goal.\u003C\u002Fp>\n\u003Cp>It’s really important to note that this is one of the only places we can change attribution models at the source and bid accordingly.\u003C\u002Fp>\n\u003Ch2 id=\"using-data-stitching-for-a-single-customer-journey\">Using data stitching for a single customer journey\u003C\u002Fh2>\n\u003Cp>If you don’t have a tool which covers cross device tracking, you can use data stitching.\u003C\u002Fp>\n\u003Cp>We need to move away from clicky based tracking to more user based tracking. That’s because with clicky tracking, we’d end up seeing three different clicks as three users.\u003C\u002Fp>\n\u003Cp>But we can make them one.\u003C\u002Fp>\n\u003Cp>If a use clicks on your website, they get a client ID. They then fill in a form and get a user ID.\u003C\u002Fp>\n\u003Cp>When they login on a different device, they get a different client ID, but again, gather their information and tie that back into your CRM and the user ID.\u003C\u002Fp>\n\u003Cp>We need to be really investing in cross device tracking, so we can make better informed decisions. Pick a model, stick to it and act on it, says Rebekah, so we can compare apples with apples.\u003C\u002Fp>\n",false,"standard",[10],40,[12],{"id":13,"name":14,"path":15},63,"SMX","\u002Fblog\u002Fcollection\u002Fsmx\u002F",[17],135,[19,20,21,22,23,24,25,26,27],"post-3114","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ppc","collections-smx",{"page_content_modules":29,"hero":143},[30,96],{"acf_fc_layout":31,"reduced":32,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":32,"title":33,"content":6,"authors":34},"blog_post_content",true,"SMX London: Attribution Success in a Cross Device World",[35],{"id":36,"path":37,"display_name":38,"job_title":39,"description":40,"avatar_url":41,"acf":42},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":39,"full_bio":39,"specialist_service_links":7,"photo":43},{"ID":44,"id":44,"title":45,"filename":46,"filesize":47,"url":48,"link":49,"alt":39,"author":50,"description":39,"caption":39,"name":51,"status":52,"uploaded_to":47,"date":53,"modified":53,"menu_order":47,"mime_type":54,"type":55,"subtype":56,"icon":57,"width":58,"height":58,"sizes":59},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":60,"thumbnail-width":61,"thumbnail-height":61,"medium":62,"medium-width":63,"medium-height":63,"medium_large":64,"medium_large-width":65,"medium_large-height":65,"large":66,"large-width":67,"large-height":68,"1536x1536":69,"1536x1536-width":70,"1536x1536-height":70,"2048x2048":71,"2048x2048-width":72,"2048x2048-height":72,"post-thumbnail":73,"post-thumbnail-width":74,"post-thumbnail-height":75,"12_col":76,"12_col-width":77,"12_col-height":78,"default_landscape":79,"default_landscape-width":80,"default_landscape-height":81,"default_portrait":82,"default_portrait-width":81,"default_portrait-height":80,"6_col_and_margin_short":83,"6_col_and_margin_short-width":74,"6_col_and_margin_short-height":78,"11_col_and_margin":84,"11_col_and_margin-width":85,"11_col_and_margin-height":78,"9_col_rectangle":86,"9_col_rectangle-width":87,"9_col_rectangle-height":88,"11_col":89,"11_col-width":90,"11_col-height":78,"staff_image_696_600":91,"staff_image_696_600-width":92,"staff_image_696_600-height":81,"rectangular_thumbnail":93,"rectangular_thumbnail-width":94,"rectangular_thumbnail-height":95},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":97,"reduced":32,"top_overlap":98,"bottom_underlap":98,"disable_observer":-1,"heading":99,"cta_text":100,"cta_link":101,"items":102},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[103,119,131],{"type_key":20,"title":104,"excerpt":105,"to":106,"postedAt":107,"readingTime":108,"image":109,"authors":110,"category":116},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[111,113],{"name":112,"image":41},"Joe Turnbull",{"name":114,"image":115},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":117,"name":118},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":120,"excerpt":121,"to":122,"postedAt":123,"readingTime":124,"image":125,"authors":126,"category":130},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. 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Keep reading to discover: Google Delays the move from Dynamic Search Ads to AI Max Google surprised advertisers in June by delaying the automatic migration of Dynamic Search […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-june-2026-industry-updates\u002F","2026-06-24T11:26:41",7,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fandrey-grinkevich-0x6RTts1jRU-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[139,140],{"name":128,"image":41},{"name":141,"image":41},"Jennifer Shin",{"to":117,"name":118},{"type":144,"style":145,"heading":33,"date":4,"updatedAt":146,"reading_minutes":147,"image":148,"imageAlt":33,"categories":149,"collections":335},"blog-post","light","2022-02-07T16:48:38",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FINl4MZV9-050720211625524396_rebekah-smx-london-attribution-scaled.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[150],{"id":10,"count":151,"description":152,"link":117,"name":118,"slug":153,"taxonomy":154,"parent":47,"meta":155,"acf":156,"head_links":157,"resource_count":158,"yoast_title":159,"yoast_meta":160,"yoast_json_ld":204,"_links":303,"path":117},271,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our digital experts regularly blog about the PPC news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC services\u003C\u002Fa>, or browse our latest tips, advice and opinions below.\u003C\u002Fp>","ppc","category",[],[],[],16,"PPC Blog | PPC Tips, Advice & Guides | Impression",[161,163,166,169,172,175,178,180,182,184,187,190,193,196,198,201],{"property":162,"content":159},"title",{"property":164,"content":165},"description","Keeping up to date with the latest PPC trends, strategies, and announcements can be difficult. 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