In today’s interconnected world, e-commerce brands are increasingly seeking to establish a stronger offline presence through traditional advertising channels. This shift towards omnichannel marketing has brought cross-device tracking to the forefront of marketing strategies.

As e-commerce brands look to complement their digital strategies with TV, radio, and out-of-home (OOH) advertising, understanding the complexities of cross-device tracking becomes crucial. Keep reading to explore how this technology can help create a seamless customer experience and drive better results across all channels.

How Cross-Device Tracking Works

Cross-device tracking is how marketers identify and follow a user’s journey across multiple devices and platforms. This approach provides a comprehensive view of how customers interact with a brand across various touchpoints, both online and offline. According to a recent study, brands using cross-device tracking see an average increase of 16% in conversion rates across their omnichannel campaigns.

In today’s digital landscape, customers interact with brands through a multitude of devices and channels. A single customer might browse products on their smartphone, compare prices on a tablet, and make a purchase on a desktop computer. 

This fragmentation extends to offline interactions as well, with customers exposed to TV commercials, radio ads, and billboards. Cross-device tracking plays a crucial role in addressing these challenges by connecting the dots between various touchpoints, enabling marketers to create a seamless omnichannel experience for their customers.

Technologies and Strategies for Cross-Device Tracking

Cross-device tracking employs various approaches, each with its own strengths and limitations. Understanding these technologies is crucial for e-commerce brands looking to implement effective omnichannel strategies.

Device Graphs

Device graphs are a fundamental component of cross-device tracking technology. They are essentially databases that map the relationships between different devices and users. These graphs use various data points, such as IP addresses, login information, and behavioral patterns, to create connections.

For example, a device graph might identify that a smartphone, laptop, and smart TV all belong to the same household based on their shared IP address and similar usage patterns. This information can then be used to deliver consistent messaging across all devices.

Probabilistic Matching

Probabilistic matching is an approach to cross-device tracking that uses statistical algorithms to infer relationships between devices and users. This method analyzes various data points, such as IP addresses, location data, and browsing patterns, to create likely connections between devices.

One of probabilistic matching’s main advantages is its scalability. Since it doesn’t rely on logged-in user data, it can potentially track a larger number of devices and users. This makes it particularly useful for reaching new or unknown audiences.

Deterministic Matching

Deterministic matching is a more precise approach to cross-device tracking that relies on known, authenticated relationships between devices and users. This method typically uses first-party data, such as login information or email addresses, to create definitive links between devices.

The primary advantage of deterministic matching is its high level of accuracy. When a user logs into their account on multiple devices, the connection between those devices is certain. This allows for highly targeted and personalized marketing efforts across devices.

Implementing Cross-Device Tracking for E-commerce Brands

Implementing cross-device tracking requires a well-planned strategy that considers various factors, from technology selection to data integration and privacy concerns.

Choosing the Right Technology

When selecting cross-device tracking technologies, e-commerce brands should consider several factors. First, they need to evaluate their existing technology stack and how new solutions will integrate with their current systems. This includes considering compatibility with their customer data platform (CDP), analytics tools, and advertising platforms.

The brand’s target audience and marketing goals should also influence the choice of technology. For instance, if the primary focus is on retargeting existing customers, a solution with strong deterministic matching capabilities might be more suitable.

Data Collection and Integration

Effective data collection and integration are fundamental to successful cross-device tracking. E-commerce brands need to develop strategies for collecting data from various touchpoints, including both online and offline channels.

For online channels, this might involve implementing tracking pixels on websites and apps, using cookies (where permitted), and leveraging first-party data from user accounts. For offline channels like TV and radio advertising, brands can use techniques such as vanity URLs, QR codes, or unique promo codes to track engagement.

Privacy and Compliance Considerations

As cross-device tracking involves collecting and processing personal data, privacy, and compliance should be top priorities for e-commerce brands. Adhering to regulations such as GDPR in Europe and CCPA in California, which set strict rules for data collection, processing, and user consent, is critical.

Brands should implement transparent data practices, clearly communicating to users what data is being collected and how it will be used. This includes providing easy-to-understand privacy policies and obtaining explicit consent for data collection and cross-device tracking where required.

Challenges and Limitations

While cross-device tracking offers significant benefits, it also comes with challenges. One major obstacle is the increasing use of privacy-enhancing technologies and regulations that limit data collection. Brands must stay up-to-date with evolving privacy laws and adapt their strategies accordingly.

Another challenge is the complexity of integrating data from multiple sources and ensuring its accuracy. Brands often struggle with data silos and inconsistencies across different platforms. Overcoming these challenges requires a robust data management strategy and potentially investing in advanced data integration tools.

Measuring Success and Optimizing Campaigns

Implementing cross-device tracking is just the first step. To truly leverage its benefits, e-commerce brands need to measure its effectiveness and use the insights gained to optimize their omnichannel campaigns.

Key Metrics for Cross-Device Tracking

When implementing cross-device tracking, e-commerce brands should focus on several key metrics to gauge its effectiveness and impact on their omnichannel campaigns.

Cross-device conversion rate is a crucial metric that measures how often users complete desired actions across multiple devices. This could include starting a purchase on a mobile device and completing it on a desktop.

Customer lifetime value (CLV) is another important metric that can be enhanced through cross-device tracking. By understanding how customers interact with the brand across different touchpoints, marketers can more accurately predict and influence CLV.

Other important metrics include:

• Cross-device attribution: This measures the impact of each touchpoint in the customer journey across different devices.
• Cross-device engagement rate: This tracks how users interact with content across multiple devices.
• Path to purchase: This metric analyzes the sequence of interactions across devices that lead to a conversion.
• Return on ad spend (ROAS) across devices: This measures the effectiveness of advertising efforts across different devices and channels.

Optimizing Omnichannel Campaigns with Cross-Device Insights

The insights gained from cross-device tracking can be leveraged to optimize omnichannel campaigns in several ways. One key strategy is improving targeting and personalization. By understanding how users interact with the brand across devices, marketers can deliver more relevant and timely messages on each platform.

Cross-device data can also inform channel allocation decisions. For instance, if data shows that users who see a TV ad are more likely to convert on mobile devices, the brand might increase its mobile advertising budget during TV campaigns.

Future Trends in Cross-Device Tracking

As technology continues to evolve, so too will cross-device tracking strategies. One emerging trend is the use of artificial intelligence and machine learning to enhance the accuracy of probabilistic matching and predict user behavior across devices.

Another important development is the rise of privacy-preserving technologies. As consumers become more privacy-conscious, brands will need to adopt new methods of cross-device tracking that respect user privacy while still providing valuable insights.

The Internet of Things (IoT) is also set to play a significant role in the future of cross-device tracking. As more devices become connected, from smart home appliances to wearable tech, brands will have new opportunities to track and engage with consumers across an even wider range of touchpoints.

Maximize Your Omnichannel Strategy with Expert Guidance

Implementing cross-device tracking is a powerful way for e-commerce brands to create a unified view of customer journeys across both online and offline touchpoints. By leveraging technologies like device graphs and probabilistic and deterministic matching, brands can gain valuable insights into customer behavior and optimize their omnichannel campaigns for better performance.

As you consider implementing cross-device tracking for your omnichannel strategy, remember that expert guidance can make a significant difference. The Remnant Agency specializes in integrating traditional advertising channels with digital strategies, helping e-commerce brands create cohesive customer experiences across all touchpoints.

With their expertise in TV, radio, and OOH advertising, The Remnant Agency is uniquely positioned to help you leverage cross-device tracking in your omnichannel campaigns. Their deep understanding of both traditional and digital media allows them to create strategies that seamlessly connect offline and online experiences, maximizing the impact of your advertising budget.

Contact The Remnant Agency today to schedule a strategy session with our team. We are ready to discuss your current configurations and challenges and how we can help improve your advertising analytics.