Google announced they are integrating cross-device data with automated bidding and including that data in the Conversions column.
Google said this will give a better picture, on the keyword level, how those are leading to conversions.
Google said:
Starting today, cross-device conversions will begin rolling out at the keyword-level and can be included in the main Conversions column that already includes website sales, phone calls and app downloads. By showing all conversions in one place, advertisers can get deeper insight into all the ways customers are engaging with their business. It’s also easier than ever to take action on these insights: with all of your conversions in the same column, you can quickly enable automated bidding to optimize for the conversions that matter.
To activate cross-device conversions in automated bidding, complete two easy steps in your AdWords account under Tools>Conversions:
(1) Under Settings, make sure the Conversion bid metric is set to “Conversions” instead of “Converted clicks.” As a reminder, cross-device conversions and other controls are not offered for “Converted clicks”.
(2) Click “Include advanced conversions” and check the box to include cross-device and other advanced conversions in your “Conversions” reporting column and automated bidding.
Forum discussion at Google+.
