Google has launched a calculator which will let advertisers figure out if mobile spots are worth the money with a video, entitled ‘The Full Value of Mobile’.
The calculator takes results from Google’s Click Type Report which can be generated from the AdWords control panel, allowing advertisers to calculate how much the ads were worth in mobile sales.
AdAge explains that the suite of tools assesses mobile search ad effectiveness in terms of overall value, and cost per acquisition across five consumer action categories: purchases made via calls, apps, mobile websites or in-store shopping, and how cross-device tracking leads to those conversions.
However, the figures are not exact, predominantly due to the requirement of users to provide and enter the data that themselves, but Google states it is working on improving it.
Speaking to AdAge, Google's head of mobile strategy Jason Spero said it’s a first step in helping advertisers work out what works on mobile and would be refined as more mobile ad data is revealed.
Google has tested early versions of the attribution models with Adidas and Radioshack stores and released case studies.