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Starting today, you can use Estimated Total Conversions to measure conversions that started on the web and finished in an app,1 or vice versa ó for Display campaigns. It works whether the click and conversion occur on the same device or across two different ones. Google AdWords Estimated Total Conversions Now Measured Across Web and App [adwords.blogspot.com]
For example, letís say youíre a clothing retailer. Shoppers might click your Display ad for blue jeans on their smartphones while reading the news in a browser, then buy those jeans later in your app on the same device. Youíll now be able to measure these conversions that occur between web and apps as part of Estimated Total Conversions.