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In October, we announced Estimated Total Conversions as a first step to providing you with a more holistic view of the conversions driven by AdWords. It is available to all advertisers who use AdWords conversion tracking. Estimated Total Conversions includes conversions you see today, such as online sales, as well as new conversion types like cross-device conversions and calls.Google Explains How To Measure More Conversions With Estimated Total Conversions [adwords.blogspot.com]
These insights are particularly important to understand because consumers are now constantly connected, using multiple devices throughout the day. In the next few weeks, this will be even more pronounced as people shop for holiday gifts.
We’re making it easier for advertisers to understand these consumer behaviors with new insights that are part of Estimated Total Conversions, a new column in AdWords.