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This thing was constructed on October 7, 2013, and it was categorized as Adwords.
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How To Use The New AdWords Estimated Cross-Device Conversions
Search Engine Land
A couple of months after the paid search world had to transition to AdWords Enhanced Campaigns in the name of simplified and more relevant cross-device ad management, we are finally getting some initial food for thought with regard to cross-device 
Google AdWords Launches New Insights Tools Targeting ConversionsMad Mobile News

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