What is cross-device tracking?
Cross-device tracking is the process of identifying and following users as they switch between devices, such as smartphones, tablets, desktops, and even connected TVs. It connects the dots in a fragmented digital landscape, enabling a unified view of the customer journey across multiple screens and touchpoints.
This technology is crucial in understanding consumer behavior in today’s multi-device world. Many measuring platforms also include cross-device tracking to enrich their reports, such as GA4, Meta, TikTok, etc.
How does cross-device tracking work?
Most platforms are reporting devices through two primary methods:
- Deterministic tracking: Relies on unique identifiers, such as email address and phone number to connect user activity across devices. For example, when a user logs into the same account on their phone and laptop, their actions can be linked with high accuracy.
- Probabilistic tracking: Uses algorithms and data points like IP addresses, device types, and browsing patterns to make educated guesses about which devices belong to the same user. While less precise, it helps fill in the gaps when deterministic tracking isn’t possible.
- Hybrid approach: Combines deterministic and probabilistic matching to leverage the strengths of both methods.
Benefits of tracking devices in eCommerce
Cross-device tracking provides marketers with actionable insights to refine strategies and improve user experiences. Here’s why it matters:
- Holistic customer insights: By linking interactions across devices, you get a comprehensive understanding of your customer’s journeys. This helps you deliver a seamless and personalized experience.
- Improved ad targeting: Track and target users accurately, ensuring your messaging aligns across devices and platforms without duplication or wasted ad spend.
- Accurate attribution: Attribute conversions to the right channels and devices by understanding how each interaction contributes to the customer journey.
- Enhanced ROI: Optimize campaigns and budgets by focusing on strategies that work across devices, reducing inefficiencies and improving results.
