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Google AdWords, the online advertising service that allows marketers to purchase advertising across multiple platforms and formats (i.e. images, video), has a neat new addition which recognizes that more people are connecting to the Internet from more devices.

Estimated Total Conversions, a larger tool which tracks ad clicks that lead to a conversion (i.e. a sale), can now track the number of display advertisement clicks that occur in a browser and end as a sale in an app, or vice versa. This also works cross-device when the converting customer has at any point logged into their Google account from both devices. expand full story