{"id":11463,"date":"2019-03-19T12:28:02","date_gmt":"2019-03-19T06:58:02","guid":{"rendered":"https:\/\/www.www.adpushup.com\/blog\/?p=11463"},"modified":"2022-11-17T12:01:38","modified_gmt":"2022-11-17T06:31:38","slug":"cross-device-tracking","status":"publish","type":"post","link":"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/","title":{"rendered":"Cross-Device Tracking: Why the Industry Needs It | Benefits + Challenges","gt_translate_keys":[{"key":"rendered","format":"text"}]},"content":{"rendered":"\n<p class=\"has-background\" style=\"background-color:#d0edff\"><em>Users are shifting from desktop to smartphones. This creates a need for cross-device tracking. But is it even possible? And how can publishers do it?<\/em><\/p>\n\n\n\n<p><\/p>\n\n\n\n<p>On <g class=\"gr_ gr_4 gr-alert gr_gramm gr_inline_cards gr_disable_anim_appear Grammar only-del replaceWithoutSep\" id=\"4\" data-gr-id=\"4\">average<\/g>, users switch devices <a href=\"https:\/\/www.campaignlive.co.uk\/article\/people-swap-devices-21-times-hour-says-omd\/1225960?src_site=brandrepublic\">21 times in an hour<\/a>. In such a case, cookies limit publishers in tracking the user behaviors, as cookies are only able to do the tracking while users are on web browsers, not applications.<\/p>\n\n\n\n<p>Then how can we track users across multiple devices? The answer is cross-device tracking.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_79_2 counter-flat ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents:<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#What_is_Cross-Device_Tracking\" >What is Cross-Device Tracking?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Is_Cross-Device_Tracking_Possible\" >Is Cross-Device Tracking Possible?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Deterministic_Cross-Device_Tracking\" >Deterministic Cross-Device Tracking<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Probabilistic_Cross-Device_Tracking\" >Probabilistic Cross-Device Tracking<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Why_is_Cross-Device_Tracking_Important\" >Why is Cross-Device Tracking Important?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Whats_in_it_for_publishers\" >What\u2019s in it for publishers?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Googles_Move_to_Track_Users_Across_Devices\" >Google\u2019s Move to Track Users Across Devices<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#Whats_Next\" >What\u2019s Next?<\/a><\/li><li class='ez-toc-page-1'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/#FAQs\" >FAQs<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"h-what-is-cross-device-tracking\"><span class=\"ez-toc-section\" id=\"What_is_Cross-Device_Tracking\"><\/span>What is Cross-Device Tracking?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>It helps &nbsp;publishers track the behavior of a single user on different devices such as desktop, smartphone, tablet, and other smart devices.<\/p>\n\n\n\n<p>The idea is to create a detailed profile of each user by tracking his\/her interactions even if they are using multiple devices.dnd then storing\/using that data whenever required. For instance, in the ad tech industry, such data can be used to run ad campaigns targeted across devices.<\/p>\n\n\n\n<h2 id=\"h-is-cross-device-tracking-possible\"><span class=\"ez-toc-section\" id=\"Is_Cross-Device_Tracking_Possible\"><\/span>Is Cross-Device Tracking Possible?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Yes, of course. It is doable, but one should not expect 100% accuracy.<\/p>\n\n\n\n<p>When it comes to browser-based user tracking, nothing works better than cookies. However, users have now shifted to mobile devices and mostly use applications (mobile apps). This is where cookies become redundant. Hence, to utilize cross-device tracking, these two methods can be used:<\/p>\n\n\n\n<h3 id=\"h-deterministic-cross-device-tracking\"><span class=\"ez-toc-section\" id=\"Deterministic_Cross-Device_Tracking\"><\/span>Deterministic Cross-Device Tracking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>This is a popular technique used by companies like Facebook and Twitter. In order to use Facebook\u2019s and Twitter\u2019s services, users are required to sign up with them. Signing in creates a unique account of each individual giving company (Facebook and Twitter) the chance to track users across devices.<\/p>\n\n\n\n<p>The data collected by deterministic tracking is mostly accurate and can be used to run a precise campaign targeting individual users. However, the data collected by company only signifies the user\u2019s behavior with the company\u2019s platform, not the holistic view of a user\u2019s online behavior.<\/p>\n\n\n\n<h3 id=\"h-probabilistic-cross-device-tracking\"><span class=\"ez-toc-section\" id=\"Probabilistic_Cross-Device_Tracking\"><\/span>Probabilistic Cross-Device Tracking<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>As the name suggests, probabilistic targeting depends on the probability that A is probably the user with desktop (X device) and smartphone (Y device) As per probabilistic tracking strategy, algorithms are designed which take a huge amount of data and then segment users based on similar behavior across-devices, geographical locations, IP address, and any other similar context.<\/p>\n\n\n\n<p>This method generally provides 60%-90% accurate results. Currently, most <a href=\"https:\/\/www.adpushup.com\/blog\/types-of-ad-targeting\/\">ad targeting<\/a> campaigns use this method to target users across devices. <\/p>\n\n\n\n<h2 id=\"h-why-is-cross-device-tracking-important\"><span class=\"ez-toc-section\" id=\"Why_is_Cross-Device_Tracking_Important\"><\/span>Why is Cross-Device Tracking Important?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>As discussed, people switch devices more frequently than you can imagine. Furthermore, they use each device differently.<\/p>\n\n\n\n<p>For instance, a user looks up movie tickets on a web browser on desktop. But when it comes to booking the tickets, he\/she downloads an application to do the booking and make the payment. <\/p>\n\n\n\n<p>In such cases, the app publisher might think, a user came directly to the application and made the purchase (conversion). While in reality, it was a desktop user who came and checked out the service but did not convert. This kind of confusion usually messes with campaign planning and <a href=\"https:\/\/www.adpushup.com\/blog\/\">attribution modeling<\/a>.<\/p>\n\n\n\n<h3 id=\"h-what-s-in-it-for-publishers\"><span class=\"ez-toc-section\" id=\"Whats_in_it_for_publishers\"><\/span>What\u2019s in it for publishers?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Advertisers\/Marketers pay a good amount to publishers offering a detailed profiles of users. This saves them from running separate campaigns for desktop and mobile users. Hence, cross-device tracking provides a golden opportunity to publishers to <a href=\"https:\/\/www.adpushup.com\/blog\/what-demand-partners-want-from-publishers-ad-inventory\/\">increase the market value<\/a> of their inventory.<\/p>\n\n\n\n<p>Apart from ad targeting, cross-device tracking also helps publishers understand their users\u2019 journey. At the end, thishelps publishers improve their own product and service as per users\u2019 behavior.<\/p>\n\n\n\n<h2 id=\"h-google-s-move-to-track-users-across-devices\"><span class=\"ez-toc-section\" id=\"Googles_Move_to_Track_Users_Across_Devices\"><\/span>Google\u2019s Move to Track Users Across Devices<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Get started with cross-device tracking using Google Analytics. For that, you need to simply agree to use the <a href=\"https:\/\/support.google.com\/analytics\/answer\/3123666?hl=en\">User-ID policy<\/a> of Google and carry out the necessary settings. You will notice, this feature requires users to log in to the publisher\u2019s platform. Meaning, it\u2019s similar to deterministic cross-device tracking.<\/p>\n\n\n\n<p><strong>Note:<\/strong> User-ID is different from Client-ID, the former identifies a user across-devices, whereas the latter identifies a unique browser\/device.<\/p>\n\n\n\n<p>Furthermore, DoubleClick also <a href=\"https:\/\/support.google.com\/dcm\/answer\/6163585?hl=en\">provides<\/a> the cross-device tracking feature available for advertisers and marketers. It&#8217;s a bit trickier than using Google Analytics. This is because, it provides various segments (based on conversion, leads, click through rate and more) while tracking users across devices.<\/p>\n\n\n\n<p>While Google\u2019s initiation to provide cross-device tracking sounds fun, but these models have their limitations too. Both Doubleclick and Analytics data are not completely accurate. And when it comes to in-app browsing, tracking becomes complex resulting in varying compatibility and reporting.<\/p>\n\n\n\n<h2 id=\"h-what-s-next\"><span class=\"ez-toc-section\" id=\"Whats_Next\"><\/span>What\u2019s Next?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>When the ad tech industry is looking for means to make user tracking and targeting better. At the same time, <a href=\"https:\/\/www.adpushup.com\/blog\/gdpr-explainer-an-essential-guide-to-the-new-european-data-protection-laws\/\">GDPR policies<\/a> and <a href=\"https:\/\/www.adpushup.com\/blog\/intelligent-tracking-prevention-apple-itp-2-1\/\">Safari ITP<\/a> are making user tracking difficult for everyone. GDPR is determinate to make <g class=\"gr_ gr_4 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-ins replaceWithoutSep\" id=\"4\" data-gr-id=\"4\">user<\/g> experience more protected by removing any means that harm <g class=\"gr_ gr_5 gr-alert gr_gramm gr_inline_cards gr_run_anim Grammar only-del replaceWithoutSep\" id=\"5\" data-gr-id=\"5\">the privacy<\/g> or security (basically providing a set of rules for user tracking).<\/p>\n\n\n\n<p>But Safari intelligent tracking prevention is too harsh. It simply blocks web cookies, disallowing any means for user tracking. Publishers who can convince or have convinced their users to sign in with them can take benefit from deterministic cross-device tracking.<\/p>\n\n\n\n<p>However, the publishers who are still looking for a solution can try probabilistic cross-device tracking by creating their own algorithms to track users across devices. Finally, the best solution for publishers would be to comply with an ad tech company to come up with better cross-device tracking data for marketers and advertisers.<\/p>\n\n\n\n<h2 id=\"h-faqs\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>FAQs<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<div class=\"schema-faq wp-block-yoast-faq-block\"><div class=\"schema-faq-section\" id=\"faq-question-1668666385852\"><strong class=\"schema-faq-question\">1.How does Google cross-device tracking work?<\/strong> <p class=\"schema-faq-answer\">A cross-device tracking system uses shared identifiers, such as sign-in information, on each device to match activity across devices to the same user.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668666434089\"><strong class=\"schema-faq-question\">2. How do you track a cross device?<\/strong> <p class=\"schema-faq-answer\">In order to track a user&#8217;s movement across multiple devices, two techniques can be employed: A\/B testing and using models to determine a connection between different data points.<\/p> <\/div> <div class=\"schema-faq-section\" id=\"faq-question-1668666549537\"><strong class=\"schema-faq-question\">3. What is cross-device targeting?<\/strong> <p class=\"schema-faq-answer\">Mobile advertising with cross-platform targeting allows brands to target potential customers on desktops and mobile devices simultaneously.<br\/>You will be able to spend your budget more freely, and your ads will appear in front of your customers whether they are online or on the go.<\/p> <\/div> <\/div>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"excerpt":{"rendered":"<p>Users are shifting from desktop to smartphones. This creates a need for cross-device tracking. But is it even possible? And how can publishers do it? On average, users switch devices 21 times in an hour. In such a case, cookies limit publishers in tracking the user behaviors, as cookies are only able to do the<\/p>\n","protected":false,"gt_translate_keys":[{"key":"rendered","format":"html"}]},"author":18,"featured_media":11464,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"apple_news_api_created_at":"2019-03-19T06:59:06Z","apple_news_api_id":"94f6b83f-2b2a-4420-866e-7a61e029dc9a","apple_news_api_modified_at":"2019-03-19T10:38:38Z","apple_news_api_revision":"AAAAAAAAAAAAAAAAAAAAAA==","apple_news_api_share_url":"https:\/\/apple.news\/AlPa4PysqRCCGbnph4Cncmg","apple_news_coverimage":0,"apple_news_coverimage_caption":"","apple_news_is_hidden":false,"apple_news_is_paid":false,"apple_news_is_preview":false,"apple_news_is_sponsored":false,"apple_news_maturity_rating":"","apple_news_metadata":"\"\"","apple_news_pullquote":"","apple_news_pullquote_position":"middle","apple_news_slug":"","apple_news_sections":"[\"https:\\\/\\\/news-api.apple.com\\\/sections\\\/2384f969-0b7d-3e23-907b-d8b4b94ce6f8\"]"},"categories":[6440],"tags":[],"apple_news_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v18.5 (Yoast SEO v18.9) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Cross-Device Tracking: Why the Industry Needs It? Benefits + Challenges<\/title>\n<meta name=\"description\" content=\"Users are shifting from desktop to smartphones. This creates a need for cross-device tracking. But is it even possible? And how can publishers do it?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.adpushup.com\/blog\/cross-device-tracking\/\" \/>\n<meta name=\"twitter:card\" content=\"summary\" \/>\n<meta name=\"twitter:title\" content=\"Cross-Device Tracking: Why the Industry Needs It? Benefits + Challenges\" \/>\n<meta name=\"twitter:description\" content=\"Users are shifting from desktop to smartphones. This creates a need for cross-device tracking. But is it even possible? 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