Google announced on Tuesday that cross-device conversions will begin rolling out at the keyword level and can be included in the main Conversions column in AdWords starting today. The column already includes website sales, phone calls, and app downloads.

The thinking is that advertisers will be able to better take action on insights when all conversions are shown in one place. They can use the information as they enable automated bidding to optimize.

“People turn to multiple devices throughout the day to shop, communicate and stay entertained,” says AdWords Bidding senior product manager Wilfred Yeung. “From a laptop at work to a tablet in the living room, we move sequentially and seamlessly between many device types to get stuff done. In fact, nearly 40% of online shoppers start their research on a smartphone and make their final purchase on a computer or tablet. That’s why for several years, we’ve invested in cross-device conversions across Search, Display and Shopping. Advertisers around the world are now capturing the full value of their AdWords campaigns by using cross-device insights to measure up to 16% more conversions.”

“We are committed to helping you gain insight into the new conversion types that are part of a constantly connected, multi-screen world so that you can make the best advertising decisions possible,” says Yeung.

Advertisers can activate cross-device conversions in automated bidding by going to settings under Tools>Conversions and ensuring that the Conversion bid metric is set to “Conversions” as opposed to “Converted Clicks.” Then click “include advanced conversions” and the check box to include cross-device and other advanced conversions.

Google has more information about how to factor cross-device conversions into automated bidding here.

Image via Google