Google made recent changes for tracking conversions across multiple devices, such as desktops and mobile devices. Adam and Chad wanted to discuss these changes with you, share insights on the study that Google conducted about consumers’ making purchasing decisions, and they revisited the topic of estimated total conversions in Google AdWords, which occurred last year. In this Daily Brown Bag, you’ll learn about the recent changes that Google made for tracking conversions across mobile and desktops, how these Google changes will help marketers track consumer behavior and purchasing decisions, and stats on mobile ad spend that you’ll want to know.

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Hello and welcome to The Daily Brown Bag. Today we're going to be talking about Google and their recent changes for tracking conversions across mobile devices and desktops. I'm Chad Hill and I'm joined by Adam Stetzer.

Good afternoon. Welcome to the Brown Bag. Chad, that's quite a mouthful. So we're tracking these Google changes as fast as we can. We recently talked about Atlas, which was Facebook's new approach at their people-based marketing. And of course that was supposed to allow marketers to measure across devices and browsers, and really respect the way that people are using the web these days, and maximize their advertising, as well as connect with offline behavior and offline purchasing behavior. But I guess Google will not be outdone here and is competing hard with Facebook. So Google had an announcement of their own. Chad, break this Google change down for us. What is Google really doing here?

Well, according to the study that Google did with iPods, basically they estimated that 90% of consumers use multiple devices, when they're making purchase decisions. As we talked about yesterday with Atlas, that's really important to be able to link your marketing spend to actual conversions and when they're happening across devices, the old way of doing it with a cookie starts to break down. So you need these user profiles.

And we talked yesterday about the fact that Facebook has this great user profile that it follows people from computer to computer and to mobile device, and of course, Google does as well, because a lot of people are logged in using Google. So basically the big trend as you said, is that it's required. The spend online is massive and especially in the mobile world, there is $17.6 billion in mobile ad spending worldwide. So Google wants to make sure that they have the platform for this.

This has increased 105% and it's estimated to increase another 75% this year to $31.45 billion. So that's about a quarter of all global digital ad spend. So Google rolled out the estimated total conversions in Google AdWords last year which allowed people to basically track their conversions across device or search ads and then also have the ability to start doing that with display ads. So again, I think what Google is doing here is that they're following the trend, which is why they rolled out new ad tools. They know where the money's being spent. Google knows that they don't want to be left behind in the desktop world and they have a big presence in mobile, with all the mobile app usage that they use. So Google is here, just like Facebook is and we'll see them continue to grow.

Yeah, I'm sure that story will continue to evolve and those mobile ad dollars and the ad spend just keeps going up and up and up. Well, that's our conversation today for the Brown Bag about Google rolling out new ad tools for a multiscreen world. We appreciate you being here. We hope you'll share this video and better yet, subscribe, so we'll see you back here tomorrow.