Cross Device Tracking

Definition:
Cross-device tracking is the ability to follow and attribute user behavior across multiple devices, such as phones, tablets, and desktop computers.

Why it matters:
Without cross-device tracking, conversions may appear fragmented, underreporting performance or misattributing results.

How it works:

• Deterministic tracking: based on logins/user IDs

• Probabilistic tracking: based on IPs, behavior patterns, or device IDs

Best practices:

• Use platforms that support unified user IDs

• Ensure consistent tagging across platforms and devices

• Compare cross-device conversion paths for campaign optimization