You're working with a clothing distributor who's launching a new line of scarves. They're running ads across mobile web and in-app inventory.If they want to see purchases across both platforms, which report should you run?

Analysis of Correct Answer(s)

• The Instant Report is the most direct way to get a quick summary of campaign performance. To see the total number of purchases, you should use the total conversions metric. Campaign Manager 360's Floodlight tracking is designed to measure conversions across different environments, including mobile web and in-app, using identifiers like cookies and mobile device IDs. This combination directly answers the advertiser's need to see a consolidated count of purchases from their campaign.

Analysis of Incorrect Options

• Reach Report with impression reach metric: This report measures unique users who were exposed to an ad. It is used to analyze frequency and reach, not to count conversion actions like purchases.

• Multi-device Report with cross screen conversion metric: This is a specialized report that isolates conversions where the user's path involved more than one device (e.g., clicked on mobile, purchased on desktop). While useful, it doesn't show all purchases, including those that happened on a single device (e.g., clicked in-app and purchased in-app). The advertiser wants to see all purchases across both platforms, not just the cross-device ones.

• Path to Conversion Report with total revenue metric: This report provides a detailed analysis of the sequence of ad interactions that led to a conversion. It is more complex than what is needed for a simple summary of total purchases. The advertiser's primary question is about the number of purchases, not the specific path users took.