Mobile Marketers Need Cross-Device Attribution To Expose True Marketing ROI

Mobile app marketers must track their users’ activity across all devices and platforms in order to measure the true performance of their marketing channels. Without cross-device attribution, companies risk investing (and divesting) in the wrong channels and campaigns.

For evidence, look no further than the example below.

As a mobile app marketer, if you were to measure the performance of your mobile marketing campaigns only against user behavior in-app, Campaign 2 would appear to be driving higher marketing ROI. But in reality, with desktop and mobile web activity taken into account, Campaign 1 is the better marketing investment.

All too often, such crucial data points go unnoticed by companies that don’t integrate cross-device data into their marketing analytics. Without cross-device insights, marketers aren’t equipped to accurately evaluate, measure and optimize performance across marketing channels — wasting spend, losing insights and simultaneously frustrating users with disjointed cross-device experiences.

And the cross-device challenge will only become more urgent. In today’s world, we are living with a multitude of devices, constantly switching from smartphone to tablet to computer throughout the day and throughout a typical conversion path. People are already using more devices than ever — owning about four on average.

Yet less than a third of marketers use mobile data to identify users across devices. As a result, when consumers engage with a brand across devices, user profiles become fragmented and marketers lose their ability to construct a full view of the buyer journey in order to understand the channels and campaigns driving their highest return.

Fortunately a single view of each customer can be created by deterministically matching an organization’s first-party data across all devices and tying it back to the individual customer in a privacy-safe way. This single-view approach can then be leveraged to optimize marketing more effectively. In fact, one study showed that marketers who are able to optimize campaigns based on cross-device attribution insights can reduce Cost Per Action (CPA) by 30-50 percent and increase app ROI by 50-100 percent.

And the benefits of optimizing campaigns based on cross-device insights extend beyond ROI measurement and ad spend decisions. Marketers automate retargeting campaigns using cross-device information to optimize their messaging — for instance, using desktop creatives that reflect a user’s browsing behavior in app.    

It’s worth noting that marketers who leverage cross-device analytics to optimize their marketing return should always aim to do so in a privacy-safe way. Cross-device data can be used to draw sensitive inferences from users and, if not handled securely, can lead to unexpected and unwelcome use of user data. Thus, one of the biggest challenges marketers face in generating cross-device insights to optimize their marketing channels is protecting user privacy.

That’s why Singular enables marketers to integrate cross-device attribution without an SDK and securely pass an identifier at the user-level during the attribution process via a server-to-server integration. In turn, marketers get a full view of their users – using every touchpoint in the conversion path to spot patterns, measure the true performance of their campaigns and, ultimately, hit their marketing goals.

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