Analytics Recipe Cookbook - Summaries

 View Only

Cross-device Tracking and Attribution

  • 1.  Cross-device Tracking and Attribution

    Posted 04-06-2017 08:44 PM

    Introduction:

    Cross-device tracking provides a holistic view of user behavior across platforms.

    Understanding user behavior across platforms is vital in today’s mobile-first and IOT ecosystem.


    Analysis Overview:

    The main goal of cross-device tracking is to understand how users interact with a site or business across multiple devices. By tying together a user journey across devices, one can better understand how common conversion paths are impacted by marketing KPIs. With this information, marketers can better target marketing efforts to increase goal conversions.


    Analysis Benefits:

    1. More accurate view of unique users
      1. De-duplication of users by recognizing users on each device by their user id
    2. More reliable marketing attribution
      1. Understand which devices and which marketing efforts are driving conversions (desktop, mobile, tablet, etc.)
    3. Better understanding of conversion paths
      1. How do users interact with the site across devices before converting

    DAA members, go here to view full recipe.


    ------------------------------
    Jason Studstill
    Analytics Pros (Corporate Account)
    Seattle WA
    ------------------------------
    2020 compensation survey now open