App engagement, calls, and cross-device activity can all be tracked in adwords. So use those numbers along with what you know about your internal stats. This number that accounts for offline activity is what I call "Total value C Level Executive List conversions". It will change how your performance looks and how you should set your goals based on your own familiarity with your customers. In this example, IC Level Executive List 'm confident that mobile is driving more valuable activity than I can measure directly in adwords. I'll set "Total value conversions" to account for my mobile performance, then recalculate my cpa, both for mobile and overall. (if you decide to go with
Automatic bidding, this is where you'll set the correct device performance targets.) cost conv. Reported conv. Full value full value cpa mobile $60 5 8 $7.50 desk $90 ten ten $9.00 tablet $50 3 3 $16.67 total $200 18 21 $9.52 when adjusting my bids, I want to equalize my device performance against my total overall C Level Executive List performance. Here's what that calculation looks like: bid C Level Executive List adjustment ratio for device = (cpa of total total value / cpa of total device value) then to get that number to a percentage: device bid adjustment change = (device bid adjustment ratio - 1) * 100 cost conv. Reported conv. Full value full value cpa bid
Adj. Change mobile $60 5 8 $7.50 + 27% desk $90 ten ten $9.00 + 6% tablet $50 3 3 $16.67 -43% total $200 18 21 $9.52 - the takeaway here is that C Level Executive List in many cases, each of your three device bid adjustments isn't zero. (the exception would be if you have a device that works much the same as your aggregate.) C Level Executive List something else worth mentioning I think. If this campaign had default bid adjustments of 0% for all three devices, you would apply +27%, +6%, and -43% to mobile, desktop, and tablet bid adjustments,