Cross-device tracking

What is cross-device tracking?

Cross-device tracking refers to tracking an individual's activity across multiple devices, such as their smartphone, tablet, and computer. This is achieved by using various methods, such as device fingerprinting, browser cookies, and cross-device identification methods.

Why is cross-device tracking important?

Cross-device tracking has become an essential tool for marketers in today's digital landscape. With the increasing use of multiple devices, it's more important than ever for marketers to have a complete understanding of consumer behavior across different devices. Here are a few reasons why cross-device tracking is important for marketers:

1. Better targeting: Cross-device tracking allows marketers to gain a complete understanding of consumers' behavior and preferences across different devices. This information can be used to create more targeted and personalized advertising campaigns, which can increase the chances of success.
2. Increased conversion rates: By tracking consumer behavior across different devices, marketers can see where consumers are in the buying process and tailor their messaging accordingly. For example, if a consumer has been browsing products on their smartphone but hasn't made a purchase, a retargeting campaign on their tablet or personal computer may be more effective.
3. Fraud detection: Cross-device tracking can also help detect and prevent fraud in mobile advertising. For example, by tracking devices that are associated with fraudulent activity, marketers can block those devices from receiving ads or take other actions to prevent fraud.
4. Improved attribution: Cross-device tracking can help marketers understand the full customer journey, including which devices and channels are most effective at driving conversions. This can help marketers optimize their campaigns and allocate resources more effectively.
5. Cross-device user identification: Cross-device tracking can help identify users across different devices and, thus, allows for more personalized and relevant experiences.

How does cross-device tracking work?

Cross-device tracking works by using various methods to link an individual's activities across multiple devices. Here are a few common methods used for cross-device tracking:

1. Device Fingerprinting: This method involves collecting information about a device's characteristics, such as its browser type, screen resolution, and installed fonts, to create a unique "fingerprint" of the device. Fingerprints can then be used to identify the device across different websites and apps.
2. Browser Cookies: This method involves using cookies, small text files stored on a device's browser, to track an individual's activity across different devices. A cookie is placed on the device when the user visits a website. When the user visits the same website on a different device, the website can retrieve the cookie and link the activity across devices.
3. Cross-Device Identification Methods: These methods use various techniques to identify users across different devices. For example, mobile apps can use the unique ID of the device to identify it across different apps and websites. Other techniques include using email addresses or phone numbers as unique identifiers.
4. Social Media Sign-ins: Many websites and apps allow users to sign in with their social media accounts. This way, the website or the app can match the users across different devices.
5. IP Tracking: Websites and apps can track the IP address of a device, which can be used to link activity across different devices.

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