Our digital world is characterised more than ever by switching between different devices - often within a matter of minutes. But how do companies manage to link user contacts across desktop, smartphone, tablet and even connected devices in a meaningful way? This question is increasingly being discussed in the context of cross-device tracking, as it is no longer enough to look at isolated touchpoints. If you really want to understand your target group, you need to uncover and consistently record all touchpoints of the customer journey.
Understanding and using cross-device tracking
People are constantly changing devices and many do this as a matter of course without even thinking about it. A typical user journey often begins on a smartphone, continues on a laptop and perhaps ends in the smart home with a purchase decision[2]. Without well thought-out cross-device tracking, a large part of this customer journey remains invisible[2]. This distorts the analysis because individual channels are incorrectly evaluated and marketing measures cannot be optimally coordinated.
Many companies report that they are urgently looking for impulses for the integration of such concepts. They are often concerned with questions such as: "How do we efficiently analyse our advertising budgets?" or "Which channels are really relevant to sales?" Cross-device tracking provides new answers here, as it enables users to be identified across different devices and their behaviour to be analysed holistically[1][3].
Various technologies are available to achieve this. For example, the deterministic method actively links unique identifiers - such as log-ins or user IDs[3]. Probabilistic models that work on the basis of behavioural patterns and AI are also gaining in importance because they can also reliably assign anonymous users[2][9]. Those who specifically rely on cross-device tracking benefit from more precise attribution models and avoid isolated solutions.
Practical examples: How companies benefit in concrete terms
Imagine you want to buy a new camera. In the morning you search for models on your smartphone, in the afternoon you compare prices on your tablet and finally you buy on your desktop in the evening. Without cross-device tracking, you would appear as three different users, even though you are only one[7]. Only targeted tracking provides the complete picture and helps to target advertising budgets.
Another example: You advertise a fitness studio and your banner ad reaches users on their smartphone. However, they only click on their laptop after watching an advert on TV. Without analysing across devices, it remains completely unclear which touchpoint really influenced the decision. Cross-device tracking creates transparency and shows where your measures are having an effect[1].
In practical terms, this means that companies that design their sales channels, customer portals or learning platforms to be user-centred achieve measurably better results with cross-device tracking. They recognise the most important conversion points, optimise their communication and can tailor retargeting[6]. Numerous companies that use iROI coaching for these issues report noticeable improvements in digital marketing.
BEST PRACTICE with one customer (name hidden due to NDA contract) A renowned electronics store chain with over 100 branches relied on cross-device tracking in order to be able to trace user paths from the online shop to in-store collection. The company used a professional consent management system to fulfil data protection requirements and integrated various analysis tools. This enabled the store chain to track not only browsing behaviour, but also order processes, returns and click & collect across multiple devices. The findings from the analysis led to more targeted online and offline campaigns and a significant increase in the conversion rate. Inefficient channels were also identified more quickly and the marketing budget was adjusted accordingly.
Cross-device tracking also shows its strengths in the area of e-learning and continuing education. Learners use smartphones, tablets and laptops in equal measure to access course materials. Companies that consistently map this learning path can analyse learning progress, identify usage barriers and improve the user experience in a targeted manner.
Successfully implementing cross-device tracking - tips from the field
Many companies want a practical introduction to cross-device tracking, but are unsure how best to proceed. They often lack a clear data strategy or are unsure about data protection. This is where structured approaches and the involvement of experienced coaches, such as those offered by iROI Coaching, can help.
The first step is to analyse existing tools and processes. Do you already use web analytics software such as Google Analytics 4, which supports cross-device tracking? Do you use a Customer Data Platform (CDP) to combine data from different sources? The combination of first-party data, cross-device identifiers and consent management solutions forms the basis for a sustainable tracking strategy[9].
Make sure you actively involve your target group. You will only achieve a high level of acceptance if users understand what data is collected and what added value they derive from it. Transparency creates trust - and that increases the willingness to provide data.
Experiment with different attribution models and adjust them regularly. What works today may be different tomorrow because user behaviour is constantly changing. Companies that continuously learn and adapt their measurement models remain flexible.
Cross-device tracking only makes sense if you actively utilise the findings in your day-to-day marketing activities. Share the data obtained with your teams, train your employees and rely on data-driven decisions. This allows you to plan targeted cross-media campaigns and address your target groups precisely.
Cross-device tracking as a driver for your digital strategy
The importance of cross-device tracking will continue to increase as more and more devices are used in everyday life and customer expectations rise. Companies that invest now will secure a clear competitive advantage. They gain insights into the real customer journey, optimise their channels and thus increase the success of their marketing measures[5].
Those who use cross-device tracking effectively can not only improve retargeting, but also the entire customer experience. Put simply: if you know your users, you can accompany them better - regardless of which device they are currently travelling on. Let experts such as iROI Coaching support you in the realisation of relevant projects.
My analysis
Cross-device tracking is no longer a niche topic, but a key success factor for companies that want to survive in a digitalised world. It makes it possible to understand user contacts across all channels and devices, track the customer journey and utilise the marketing budget efficiently. The right technology, a clear data strategy and the involvement of the target group are crucial to fully utilise the potential. Practical examples show that companies that rely on cross-device tracking at an early stage can significantly increase their competitiveness. It is important to utilise flexible models and regularly adapt to changing conditions. Support from experienced coaches such as iROI Coaching helps to take the right steps and ensure sustainable success.
Further links from the text above:
Cross-device tracking: Why the industry needs it - AdPushup
Cross-device tracking: How to analyse cross-channel user behaviour - OnlineMarketingberatung
Cross Device Tracking: Definition & Advantages - morefire
Cross-device tracking - solution approaches and metrics for tracking - 100PartnerProgramme
Top 3 Benefits of Cross-Device Tracking in 2025 - Amplitude
User ID - Cross-device tracking - Internetwarriors
Cross-device tracking explained simply - Ryte Wiki
Cross-device tracking: challenges and solutions - attriXus
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