How to use Cross Device Channels Report in Google Analytics

Cross device channels are those marketing channels that your website visitors were exposed to as they interacted with your website across devices.

Use the ‘Cross Device Channels’ report only when you have concluded from your data analysis that people who use multiple devices during their purchase journey tend to convert better than those who don’t use multiple devices. And cross device tracking and cross device attribution is important for your business.

From the ‘Cross Device Channels’ report you can identify the websites/platforms for your advertising. 

Advertising on these websites/platforms can improve revenue per visitor as people who use multiple devices tend to convert better. 

Step-1: Navigate to the ‘Channels’ report (under ‘Cross Device’):

Navigate to the ‘Channels’ report

Step-2: Make sure the date range of the report is set to the last 30 days.

Step-3: Scroll down to the data table and then click on the down arrow button in the first column:

Scroll down to the data table

Step-4: From the drop-down menu, click on the option ‘Source/Medium’:

Click on the option ‘Source/Medium

Step-5: Now look at the ‘Revenue’ column of the data table:

Now look at the ‘Revenue’ column

In terms of sales, Google organic search is the top cross device channel followed by Google Adwords (google / cpc), Facebook ads (facebook / paid social), YouTube and Email (getresponse / email)

Example Insight – Since people who use multiple devices during their purchase journey tend to convert better than those who don’t use multiple devices, consider advertising more on Google Ads, Facebook, YouTube and Email to target cross-device traffic. Advertising on these platforms could improve revenue per visitor.

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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