This report lets you track conversions for customers who visited your site from several different devices (for example, if someone visited on a laptop first, then returned later on their laptop, and placed an order on their phone). The data in the report can help pinpoint what your conversion rate is in relation to device type so that you can distribute your budget more effectively across every marketing channel.
If a user views your site from a mobile device and then places their order from a laptop, other Metrica reports will attribute these conversions to the laptop. In the “Cross device” report, however, this conversion will be recorded in the user's session group for both device types.
Crypta technology allows us to factor a user's entire history of sessions and actions on different devices into the report.
Users and their activity level
In the report, users are divided into types:
- Desktop users: users who viewed your site from a personal computer or laptop
- Mobile users: users who viewed your site from a smartphone or tablet
- Desktop and mobile users: users who initially viewed your site on a mobile device and then on a desktop (or vice versa)
Data in the graph is divided into groups based on number of sessions. This way you can see device-type data for every user that had a given number of sessions.
You can use additional settings to filter the sessions to include in the report:
- Activity window
The number of days since the user's first session during the indicated report period. You can change the quantity that's entered by default. The activity window may be longer or shorter than the date range that the report is generated for.
You should set the activity window to the amount of time it normally takes customers to complete a conversion. For instance, let's say it takes most buyers five days from their first or recurrent site session to reach conversion (or to decide not to make a purchase). If the report is generated for May 1-30 and the activity window is five days, for a user who started the conversion cycle May 10, the report will contain their sessions and conversions for May 10-15.
The longer the activity window, the higher the probability that the report will show data for users who have already started their second conversion cycle. For example, if you set it to ten days instead of five, the report will also include information about customers who have already completed one order and have started making the next one. This means that the users in the report aren't on equal terms for you to analyze them.
- Inactivity window
The number of days prior to the report's start date when the user did not visit the site. If you set the number of days, you can filter out only the users who visited your site during the activity window you entered.
For instance, let's say it takes most buyers five days from their first or recurrent site session to reach conversion (or to decide not to make a purchase). You should set the inactivity window to be approximately 50% longer (for example, seven days). This means that the report will not include information about those users who visited the site shortly before the start date of the report and who usually take longer to convert.
For instance, the report is generated for May 1-30, and the activity window is five days. A user visited the site on April 25 – six days before the report start date – and completed the conversion on May 1.
If you don't make the inactivity window longer, the report will contain skewed data, as if there was only one session on May 1, with an immediate conversion.
If you make the inactivity window too large (not seven, but 20 days), the report will show information about users who return to the site less often than on average.
Conversion rate and revenue indicators
Conversions in this report refers to the percentage of site users who completed a goal during the specified activity window.
If your site uses Ecommerce, data in the report is calculated for the purchase action. You can select this action as a goal by turning on the Goal setting. You can also select any of the goals you created earlier (including the offline conversion goal, target call, or a step in a multi-step goal).
In addition to conversion rate, the following metrics are available for the goal you selected:
- Number of users
- Number of conversions
- Overall revenue
- Revenue per user
- Average bill
The revenue metrics show non-zero values for goals that are transmitted with Ecommerce data and goals where a value is transmitted.
Example of segmentation
Let's say that a user sees your ad on their smartphone and taps on it to get to your site, but they don't complete the target action. Then the user returns to your site at a later time from their laptop and places an order. You need to know what source the conversion occurred on.
You can use the standard Sources, summary report and select the Last significant source attribute model. Yandex.Metrica will search for the ad source across the entire session history (by using browser cookies to determine the user), but only direct traffic to your site will be identified as a source. So you won't know what impact mobile ads had.
To determine what conversions resulted from mobile ads, you just have to highlight that segment in the “Cross device” report. You must enter a traffic source as a condition (for example, ).