Android provides AdWords and Google Analytics with cross-device data, which is critical to advertisers who have lots of cross-device touchpoints before converti

Android provides AdWords and Google Analytics with cross-device data, which is critical to advertisers who have lots of cross-device touchpoints before converting. Cookies break across devices, so having a device identifier and knowing pretty definitively who is logged-in lets them tie it back to the individual. This is the difference between mobile/tablet performance looking unprofitable vs. profitable because the conversions are attributed to them.