Google hosted its Marketing Live Keynote on Tuesday and, amongst the key announcements, cross-device reporting is coming to Google Analytics.

Advertisers will now be able to seamlessly attribute consumer spending and activity across mobile and desktop devices, allowing them to understand consumer behaviour and consumer value as they engage with the brand on multiple devices and platforms.

Other key announcements include Responsive Search Ads, powered by machine learning to deliver the most relevant and contextual ads, the re-branding of Adwords and the introduction of a new and integrated Google Marketing Platform.