We explain what this model is and how it can be applied within a marketing campaign.
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Cross-device attribution: what it is and how to apply it in your marketing campaigns
What is cross-device attribution?
The cross-device attribution model , also known as multi-device or cross-device attribution, aims to identify the different channels or devices that users use to interact with the brand and its products and make a purchase . In addition, each of the channels or devices is assigned a value in order to determine its importance within the path to purchase.
Although it may seem like a fairly simple attribution austria phone number resource model at first , it gets complicated when consumers use different channels or devices, even interacting with the brand on one and buying through another. It also gets complicated when several users use the same device, which is often the case when it is a computer.
Why cross-device attribution is important
Knowing which devices users use to interact with the brand and its products, as well as the one used to make the purchase, allows you to measure ROI and ROAS much more accurately and adjust the budget in the campaigns much more .
This is because most users often learn about and interact with the brand for the first time through a mobile ad, but subsequent interactions are via a tablet or computer. It should be noted that a user will rarely make a purchase immediately after a first contact with the brand or its products, as it is more likely that they will then search for information and want to know more.
All of this means that if you manage to launch campaigns that are adapted to the device and, at the same time, to the point within the sales funnel in which the user is located , the probability of achieving conversion will increase. The idea, then, is to achieve a sense of continuity and this can only be achieved by knowing the type of device that consumers use at any given time or for each action.
