Multi computing device network based conversion determination based on computer network traffic
Multi-computing device network based cross-device conversion determination is described. A content selection computer server can identify cross-device conversions. A first computing device accesses third-party content via a first computer network connection. A second computing device accesses a webpage of the third-party content provider via a second computer network connection. The first and devices can be logged into a same online account. The content selection computer server can obtain, via a content tag that includes a script that executes on a webpage that includes the third-party content, data indicating that the first computing device accessed the third-party content. The selection computer server determines the conversion from the content tag and the second computing device having accessed the webpage. Based on a percentage of first and second sets of computing devices that have logged into common respective online accounts, the content selection computer server extrapolates an estimated number of cross-device conversions.
1. A system for multi-computing device network based conversion determination based on computer network traffic, comprising:
a content selection service having one or more processors coupled to memory, the content selection service configured to:
obtain, via a content tag including a script executing on a webpage that includes a content item, an indicator identifying that a first client device of a first set of client devices accessed the content item of the webpage via a first connection, the webpage previously accessed by a second client device of a second set of client devices via a second connection, the first client device and the second client device both logged into an online account;
determine, based on the indicator obtained via the content tag, a cross-device conversion between the first client device and the second client device; and
determine an estimated number of cross-device conversions across the first set of client devices and the second set of client devices based on the cross-device conversion determined between the first client device and the second client device and a number of the first set of client devices and the second set of client devices logged into common online accounts.
2. The system of claim 1 , wherein the content selection service is further configured to obtain, via the content tag, the indicator including at least one of a cookie or a device identifier corresponding to the first client device.
3. The system of claim 1 , wherein the content selection service is further configured to determine the cross-device conversion based on the indicator corresponding to an interaction event matching a predefined interaction event.
4. The system of claim 1 , wherein the content selection service is further configured to associate the first client device with the second client device based on the indicator obtained via the content tag.
5. The system of claim 1 , wherein the content selection service is further configured to:
determine a percentage of the first set of client devices and the second set of client devices logged into the common online accounts;
determine the estimated number of cross-device conversions based on the percentage of the first set of client devices and the second set of client devices logged into the common online accounts.
6. The system of claim 1 , wherein the content selection service is further configured to determine the estimated number of cross-device conversions by extrapolating from the cross-device conversion determined between the first client device and the second client device and the number of the first set of client devices and the second set of client devices logged into the common online accounts.
7. The system of claim 1 , wherein the content selection service is further configured to:
determine a measured number of cross-device conversions across the first set of client devices and the second set of client devices based on a plurality of indicators received obtained via content tags; and
determine the estimated number of cross-device conversions based on the measured number of cross-device conversions across the first set of client devices and the second set of client devices.
8. The system of claim 1 , wherein the content selection service is further configured to provide an indication of the estimated number of cross-device conversions to a content provider associated with the content item included on the webpage.
9. The system of claim 1 , wherein a first device type of the first set of client devices differs from a second device type of the second set of client devices.
10. The system of claim 1 , wherein the same online account includes at least one of an account for a social networking service, an account for an email service, an account for a file sharing service, and an account for a search service.
11. A method for multi-computing device network based conversion determination based on computer network traffic, comprising:
obtaining, by a content selection service having one or more processors, via a content tag including a script executing on a webpage that includes a content item, an indicator identifying that a first client device of a first set of client devices accessed the content item of the webpage via a first connection, the webpage previously accessed by a second client device of a second set of client devices via a second connection, the first client device and the second client device both logged into an online account;
determine, by the content selection service, based on the indicator obtained via the content tag, a cross-device conversion between the first client device and the second client device; and
determining, by the content selection service, an estimated number of cross-device conversions across the first set of client devices and the second set of client devices based on the cross-device conversion determined between the first client device and the second client device and a number of the first set of client devices and the second set of client devices logged into common online accounts.
12. The method of claim 11 , wherein obtaining the indicator further comprises obtaining, via the content tag, the indicator including at least one of a cookie or a device identifier corresponding to the first client device.
13. The method of claim 11 , wherein determining the cross-device conversion further comprises determining the cross-device conversion based on the indicator corresponding to an interaction event matching a predefined interaction event.
14. The method of claim 11 , further comprising associating, by the content selection service, the first client device with the second client device based on the indicator obtained via the content tag.
15. The method of claim 11 , further comprising:
determining, by the content selection service, a percentage of the first set of client devices and the second set of client devices logged into the common online accounts;
determining, by the content selection service, the estimated number of cross-device conversions based on the percentage of the first set of client devices and the second set of client devices logged into the common online accounts.
16. The method of claim 11 , further comprising determining, by the content selection service, the estimated number of cross-device conversions by extrapolating from the cross-device conversion determined between the first client device and the second client device and the number of the first set of client devices and the second set of client devices logged into the common online accounts.
17. The method of claim 11 , further comprising:
determining, by the content selection service, a measured number of cross-device conversions across the first set of client devices and the second set of client devices based on a plurality of indicators received obtained via content tags; and
determining, by the content selection service, the estimated number of cross-device conversions based on the measured number of cross-device conversions across the first set of client devices and the second set of client devices.
18. The method of claim 11 , further comprising providing, by the content selection service, an indication of the estimated number of cross-device conversions to a content provider associated with the content item included on the webpage.
19. The method of claim 11 , wherein a first device type of the first set of client devices differs from a second device type of the second set of client devices.
20. The method of claim 11 , wherein the same online account includes at least one of an account for a social networking service, an account for an email service, an account for a file sharing service, and an account for a search service.