Ally's client wants to know which of their campaigns had the greatest cross-device uplift. How can she apply a calculation to the data in her report that will provide her client with this information?

A formula column allows Ally to create custom calculations based on existing metrics, which is essential for determining cross-device uplift. She can define a formula that compares conversions or other metrics across different device types to quantify the uplift. Segmenting by device would show data for each device but wouldn't automatically calculate uplift. Adding the "Actions cross-env" column provides data on cross-environment actions, but it doesn't directly calculate the uplift percentage or difference that Ally's client is looking for. The Call metrics report is specific to call data and would not be relevant for analyzing general cross-device uplift across campaigns.