In a world filled with what feels like more types of channels, platforms, and devices for mobile user acquisition, engagement, and retention than ever before, the average user or web visitor will interact with your content across many channels and platforms, and multiple devices. This can be extremely difficult to track if a user does not sign into your website, service, or app from both devices. This leads to inaccurate tracking and potentially-disastrous misattribution, since a user could have interacted with content on their laptop, but converted to purchase on their mobile phone or iPad (or vice versa).
Branch has multiple methods for being able to tracking users across channels, platforms, and devices, using our People-based Attribution Engine and our text me the app product.
Being able to track cross-device users will provide enormous additional amounts of insight to user behavior that would otherwise be segmented into different users. Introducing cross-device attribution will give you a better idea of what your true customer journey looks like—and in 2018, in the world I described above, that’s critical.
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