Understanding Cross-Device Attribution And Adjusting Campaigns Accordingly

By Mona Elesseily


Today, desktop computers drive the most clicks on search ads and conversion events on websites. But tablets and mobile phones aren’t chopped liver, either.

These devices “assist” sales and can be very important depending on the time of day and/or where your customer is in the overall buy cycle. They are important to consider in the overall shopping journey/experience.

How can marketing managers or agencies get more credible information on what’s contributing to purchases when consumers are regularly splitting their activity between two or three devices?

I myself use a phone, a tablet, and a computer for personal use, and I use all of them at different times of the day. On top of that are intra-family (multiple phone, multiple computer) purchase considerations, not to mention work vs. home vs. school.

Attribution won’t be something we can “nail” anytime you’re dealing with a high ticket or high consideration purchase. All we can do is improve. There’s also no attribution for customers obtained through word of mouth.

Attribution modeling is still in its infancy, and the industry isn’t that far along yet. This leaves it up to us (the agency or the individual company) to figure things out.

To understand this, we need to latch onto any reasonable scenarios, studies or data we might have, including new estimates that Google or others might provide.

This situation reminds me of when I started in online marketing. We looked for studies conducted by others and sought to understand what others were doing to inform our online strategy. We understood that nothing was carved in stone and things would change based on new information, new developments, and additional insight we got from our own company data and testing.

Understanding User Behavior On Different Devices

Notably, attribution breaks when people change devices. So, are there methods to help us demonstrate the phenomenon of …read more

Source:: SearchEngineLand


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