What is meant byross-device Attribution?
This process can be understood as the measurement and reporting of conversions in the real time.
They compute the date as they take place after multiple engagements across different set of devices
by a single user. Take for an example, a user clicks on an advertisement at one device but might
finish the action on the other device. It might be that the user is trying to get an impression of the ad
on one device before actually going for it on the other device. The average consumer often use 3
different devices before completing a conversion and may switch between screens 27 times per
hour. Hence, in this context, a site not using the cross-device attribution might not get the accurate
As per a survey by AdWords, more than 90% of consumers go on a first device to click on an ad but
finish it on another device. Hence, the cross-device analytics and attribution will help the marketers
to link the user’s behavior across devices in order to monitor and optimize the user journey prior to
This type of conversion happens when a user uses multiple devices and platform after having
multiple interactions across devices and sessions. But how can one ascertain the user journey
throughout sessions and devices? It is here that the importance of cross device attribution can be
recognized. It is a process by which different channels are analyzed and given credit for a conversion
that has taken place over the time. This is opposed to the standard last-touch attribution which is
used as default in Google Analytics.
Other Common Types of Attribution
Some other type of attributions which are considered as follows:
First Touch Attribution
This can be understood as the channel which will drive the first engagement with a company site.
The company will receive 100% credit for the conversion while also excluding all other channels or
point of engagements.
Last Touch Attribution
This is the default attribution technique used in the Google Analytics where the channel that will
drive the last engagement with a company site will receive 100% credit for the conversion while also
excluding all other channels or point of engagements.
Position Bases Attributions
This is a comprehensive kind of attribution where the channel that will drive the first and the last
engagement with a company site will each receive 40% credit for a conversion, while 20% of the
credit will be received by all other points of engagement via other channels.
This process applies where the channel which provides an engagement will receive equal credit that
is four engagements would yield 25% for each channel.
Time Decay Attribution
The channels that provide engagements closest to the conversion receive more credit that is in a
four-engagement conversion, the fourth channel of engagement would receive more credit than the
third channel of engagement, which would receive more credit than the second channel of
engagement, and more credit than channel of the first engagement.
How does Cross-device Attribution Work?
There are altogether three types of ways in which the user journey can tracked and mapped –
1. Deterministic Matching
2. Probabilistic Matching and
3. A hybrid Approach of Deterministic and Probabilistic Matchings
The deterministic kind of matching which involve closely following a user with a unique identifier.
Here the most common of the identifier can be the email address used by the user at different
websites and apps to log in. Google always estimates using this form of cross-device attribution. A
user who is always signed up to their Google accounts on their laptop, tablets and phone is always
On the other hand, the Probabilistic Matching uses anonymous signals to try and identify the user.
These signals also include –
- Location (IP addresses)
- Conversion Type
- Device IDs
- Landing Page
- Interests and web history
What are the Advantages of Cross-device Attribution?
Many of the other device attribution might not have the perfect information as this platform can
provide its users at all times. The cross-device attribution can measure exactly what was clicked on
as well as when it was clicked on and or on what device. This will enable the marketers to have a
complete view of the consumer interaction with their site.
This is highly optimizable in the present day mobile friendly world which works on first hand
impression and delivery.
How Cross-device Attribution Can Improve Return on Investment
A marketer would never know if a user clicked on their mobile ad before completing the purchase on
their desktop without the presence of cross-device attribution. This information is vital for
advertisers and companies so that they know where to invest more of their advertising. This type of
attribution helps companies to find where their advertising efforts should be focused for maximum
What is Cross-Device Tracking?
Cross-device tracking describes how advertisers, publishers and others analyze a user’s journey
across their multiple devices. The goal is to know that a person using their smartphone is the same
person that switches to a laptop and/or tablet without sharing personally-identifiable information