Cross-device attribution tracking is the future of marketing. Because most consumers have multiple devices that they access a day, marketers need to understand their journey. Cross-device tracking involves following the consumer’s touch points and buyer journey across their multiple devices to properly target them.
Different Types of Cross-Device Attribution?
There are two forms of attribution tracking that are regularly performed by marketers. These forms are: deterministic and probabilistic matching. They track the buyer’s journey across device platforms, however they use different methods.
Deterministic matching is the most effective method of attribution tracking (80 to 90% effective). The way this method works is that each user is connected by a unique identifier. The primary example is an email address. Whenever a consumer uses an email address to login in on multiple devices, the provider is able to track the journey. For example, if you view an ad with your Google account on your smartphone, then complete a purchase on your laptop, the company is able to connect the laptop purchase to the mobile ad.
This method is difficult for small businesses to accomplish. Typically, it is performed by larger companies such as Google, Microsoft, Apple and Facebook. This is because they have an extremely large user base to track and run a diagnosis on.
Probabilistic matching uses many different data points and algorithms to make connections. Some of these different data points include: Device IDs, IP addresses, interests, browser type, web history, and location. Using all these different tracking methods allows for businesses to create an algorithm to generate data analysis of probabilities of a connection. Furthermore, the algorithm for probabilistic matching can use deterministic matching to help train the algorithm.