Microsoft Advertising will soon roll out a new Cross-Device attribution model. The news about the conversion attribution update was announced in Microsoft’s June roundup of product updates:“The new Cross-Device attribution model allows us to better track and connect your customers’ conversion journeys across different devices and sessions. Microsoft said you may see a small increase in conversions in your performance reports. If you see an increase in conversions, this may be the reason why. No new features or settings are coming as part of this cross-device attribution update.