Nearly everybody I know will use multiple devices throughout the day for a whole range of different reasons, whether they are buying Christmas presents online or just to entertain themselves. Nearly 40% of online shoppers start their research on a smartphone, which results in a purchase on a computer or tablet.
Well, you can now view cross-device conversions at the keyword level which can also be included in the conversion column. This will help advertisers get a more detailed insight into how customers are engaging with their businesses. This will also help advertisers, which choose to use automated bidding.
This is just another way that Google help us gauge our customer interaction and take advantage of it. This information is definitely going to benefit advertisers and the more information you can gather to make informed advertising decisions the better.
You can learn how to factor in cross-device conversions here.