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Everything That You Want to Know About Cross-Device

Apple devices representing Cross-Device Measurement?

What is Cross-device?

Cross-device is referred to as a way in which users engage with a given funnel through different types of devices at different times all through the journey. Personal computers, tablets, TV sets, Smart TVs, and OTT are some of the cross-device applications.

Cross-device measurement refers primarily to the process that is supported by more sophisticated attribution technology of following this fragmented user journey across the devices that basically unite different types of touchpoints under Unique User Identification.

What is Cross-Device Measurement?

Cross-device measurement is a process that is supported by a much more sophisticated attribution technology of following the user journey across various devices and uniting the various touchpoints under unique user identification.

There was a time when cross-device attribution was next to impossible because each of the device’s web-based touchpoints had different web cookies and no matching identifier. Web cookies have a shorter lifespan and there are growing restrictions on their use as well.  Hence the attribution providers tried other things like standardization of the web browsers to Javascript, usages of Unique customer User IDs, and the emergence of mobile device IDs, etc.

There is yet another powerful way to bridge the cross-device gap and that is via smart banners or the banners right at the top of the mobile web screen which can help visitors to browse with the help of an app.

What is the Significance of Cross-Device Measurement?

Cross-device measurement can solve several problems like the following.

Measure the True LTV and ROAS

Cross devices can measure each of the marketing channels. It can holistically analyze across websites, mobile channels, televisions, etc., and will show gaps or increases in these metrics that help people make smarter decisions.

Prevent Duplication and Audience Overlaps

There are instances when siloed advertisement may lead to brand damage, budget waste, overexposure, and to poor engagement. With the cross-device measurement, the audience can be separated when it is known which users are making use of the multiple devices across devices view.

More Credit for the Work Can be Taken

In a lack of a holistic cross-device view of the user journey, media and ad sources can be misattributed or they cannot be attributed at all, for all those conversions which were driven on one device but happen on another. Getting more credit for work is possible when hard work is done on a task and non-organic installs can be distinguished. This is one of the best cross-device applications.

Generating Consistent Messaging Possible

Cross-device pictures of the user journey can be put to use for creating a messaging flow that is relevant contextually right from beginning to finish. This way, conversions can be increased.


There are multiple cross-device applications that people are not aware of. With cross-devices users can be driven to the high converting apps. It also makes strategic touchpoints accessible to the marketers for driving users to the high converting apps intentionally. This is true, especially for certain verticals like mobile-first companies and banks.

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