Revolutionizing Marketing Insights: Why Cross Device Attribution Is Important and Should You Use It?

 

Recently marketing has evolved from a simple run-of-the-mill ad campaign strategy to a more complex and dedicated tactic to obtain maximum leverage against competitors. Modern marketers do not simply market a product or service, they analyze the results of the data provided to them and work towards a better future. Online marketing is not a profession anymore, it is an art. Marketers are getting more creative in knowing, how to capture a user’s attention as the day goes by. It is key to understand the different channels that bring traffic to the website or the app to track a user’s online journey through different or multiple devices. Yet as an advertiser, isn’t it difficult to accurately attribute which channel brings you the maximum revenue? Apptrove MMP solves this complexity by empowering your cross device marketing strategies with a touch of precision and added insight. With cross device attribution, you can learn about a user’s online behavior across different devices while simultaneously chartering a new path for them as per their expressed interests. Let’s read this blog to learn more!

Meaning of Cross Device Attribution

It was not long ago when marketing was much simpler and depended on creating a bond with the customer through offline media channels and ‘word-of-mouth.’ With the evolution of technology, every potential customer has at least one device on them. This also poses a challenge for marketers to track how many unique visitors a site garners in a single day. 

Cross device attribution studies and collects a user’s information like behavior, location, age, nationality, and more to track a conversion path from the first touchpoint to the last touchpoint of a purchasing journey. Therefore, enabling a marketer to create targeted marketing campaigns that shorten the conversion journey as much as possible, if not ensure an easy passage for new leads. 

Importance of Cross Device Attribution

The 21st-century marketers have 100+ tools available at their disposal to help them analyze the data of millions of users per day.  Access may have advantages, but it has its disadvantages too. With the option to choose from so many different software, it becomes difficult to accurately point out the marketing channels bringing genuine value to the business. 

In the age of indecisiveness, customers may likely use multiple devices to make a purchase. With cross device attribution, you can analyze these conversion paths, and the client's behavior and help optimize your brand’s marketing efforts. 

Cross device ad targeting also helps to improve customer acquisition strategy by keeping an eye out for the most impactful ad campaigns and guiding a potential customer to purchase by creating a personalized path through multiple devices. 

You may ask what devices are included in the cross device process? The answer is simple. Everything i.e. desktop computers, smartphones, smart TVs, tablets, e-readers, and even wearable technology. 

Advantages of Cross Device Attribution

An advertiser’s true value is assessed by his/her capability to analyze an ad campaign’s performance and effectively manage the budget allotted. Businesses run on money. It is famously said - to make money, you must spend money. Every business needs a fair share of investment to attract an online presence and deeper visibility for their products. The basics of digital marketing are employed by running a variety of paid ads on platforms like, Facebook, Instagram, X (Twitter), and Google ads. You can choose the minimum and maximum spending according to your specified budget to run a campaign of your liking. As an advertiser, you can select the target audience by analyzing cross device conversions which help to boost the expense/profit ratio report simplifying the overbearing task of budgeting. 

Cross device marketing helps integrate different pathways of a customer’s online shopping experience while visiting a site or placing an order. 

Cross Device Attribution: How Does It Work?

1. Deterministic Matching

Major tech platforms like X (Twitter) and Facebook use this approach. Its foundation lies in the comparison of different pre-defined variables like IP address, phone ID, email address, and other data. 

We use emails like Hotmail, Gmail, Outlook, etc. daily. Did you know email is a perfect example of deterministic matching? Think of it like this, we don’t just use Gmail for sending and receiving mails! The web is saturated with numerous free software and resources for a reason: registration. You might know people who exclusively use Facebook or Google accounts to make a new account on a website, this enables easy tracking no matter what device they use. 

2. Probabilistic Matching

Websites with probabilistic matching contain a piece of code (commonly JavaScript) that collects info from your electronic device. This information is then analysed with an existing database of profiles and compared with different algorithms creating a digital fingerprint for a device. 

A typical digital fingerprint consists of these parameters, language setting, Operating System, device ID, IP address, browser settings, location, and web history.

Summing It Up

Today, brands are dealing with two major cohorts of consumers, one glued online and others off the grid. The marketing industry is likely to grow more complex as technology develops. But thanks to cross device targeting, marketers can now organize and delve into new information from different channels and devices.