Microsoft Advertising will soon roll out a new Cross-Device attribution model.

What Microsoft is saying. The news about the conversion attribution update was announced in Microsoft’s June roundup of product updates:

  • “The new Cross-Device attribution model allows us to better track and connect your customers’ conversion journeys across different devices and sessions. For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click on the laptop.”

Why we care. Microsoft said you may see a small increase in conversions in your performance reports. So watch your reports. If you see an increase in conversions, this may be the reason why.

When. The update will roll out later this month.

No other changes. No new features or settings are coming as part of this cross-device attribution update.

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About the author

Danny Goodwin has been Managing Editor of & Search Marketing Expo – SMX since 2022. He joined in 2022 as Senior Editor. In addition to reporting on the latest search marketing news, he manages’s SME (Subject Matter Expert) program. He also helps program U.S. SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He previously was Executive Editor of Search Engine Journal (from 2017 to 2022), managing editor of Momentology (from 2014-2016) and editor of Search Engine Watch (from 2007 to 2014). He has spoken at many major search conferences and virtual events, and has been sourced for his expertise by a wide range of publications and podcasts.

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