This article is about Universal Analytics properties, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties). If you haven't already, start using a Google Analytics 4 property.

Cross-device conversion export to Google Ads

About cross-device conversions

Cross-device conversions occur when a user clicks an ad on one device and then completes a conversion (ecommerce transaction, goal completion) on another device, for example, when a user clicks a Google Ads ad on a mobile web browser during the morning commute, and then purchases that item from a desktop browser at home in the evening.

Analytics creates separate custom models for ecommerce transactions and goal completions on your site based on the cross-device conversion data from users who have signed in to their Google accounts and who have turned on Ads Personalization. The models extrapolate from the signed-in data the cross-device conversion metrics for all of your site users. Analytics then exports the modeled cross-device conversions along with the same-device conversions to Google Ads where you can use it for bidding.

The more you understand about cross-device-conversion behavior, the more valuable that data becomes as the basis for ad placements and bids. For example, if the Cross Device > Device Paths report illustrates that the Mobile > Desktop path has the highest conversion rate, then you can place more upper-funnel ads on mobile and place higher bids for those ads.

Learn more about ecommerce transactions and goals


  • Insight into cross-device behavior
  • Automatic export of cross-device conversion data to linked Google Ads accounts
  • Inclusion of cross-device conversion data in your Google Ads bidding


Automatic conversion exports

To automatically export cross-device conversions to Google Ads:

  1. Activate Google Signals.
  2. Import Analytics ecommerce transactions and/or goal completions in Google Ads.

When you export cross-device conversions to Google Ads, you can include them in bidding. Learn more

Exclude cross-device conversions from export

If you want to exclude cross-device conversions from export, you have two options:

  • In Google Ads, change your imported conversion action from "primary" to "secondary." Learn more
  • Deactivate Google signals. Keep in mind, if you deactivate Google signals, then you lose all of the associated feature enhancements.

Where the data appears in Google Ads

Analytics cross-device conversions appear in the following columns in Google Ads reports:


Cross-device conversion export supports mobile-web and desktop-web conversions. In-app conversions are not supported at this time.

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