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 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, I'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 fax number list 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 performance. Here's what that calculation looks like: Bid 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 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.) Something else worth mentioning