brand glossary: cross-device attribution

Desktop devices still convert at a higher rate than mobile or tablet devices. This is mostly because users start their journey on mobile or tablet, and finish their purchase on desktop. For most brands, it is challenging to provide appropriate credit to the first device used when a consumer starts their journey on one device and ends on another. In cross-device attribution modeling, a mobile or tablet device may “assist” a transaction that was ultimately concluded on a desktop, and can provide valuable insight into the full customer journey. This model will help correlate a consumer’s session and properly attribute the referral source.

Also known as: Cross-Device Conversions, Cross-Device Tracking