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Cross Device Tracking – Accurate tracking in a multi-device world

cross device multi device image

Consumer shopping habits make it hard to track sales. There’s no avoiding the fact that the consumer purchase journey involves multiple devices. Almost half (47%) of UK consumers’ online purchases involve multiple devices. 27% of European consumers have made a purchase on their mobile while in a store, and although 69% of consumers prefer to buy on a desktop/laptop, they use multiple devices to research, before finally making their purchase.

Cross-device behaviour impacts the whole marketing industry. CMOs and their performance marketing teams don’t understand how their customers interact with their brand across multiple devices, and a significant amount of sales are being assigned to the wrong channels and publishers. This makes it impossible to optimise marketing budgets.