The path to a purchase is rarely a straight line on a single screen. Someone discovers you on a phone during a commute, reads more on a tablet that evening, and buys from a laptop at work. To market well in 2016 you have to follow that journey across devices and gently bring interested people back.
Why single-device tracking falls short
If you only measure one device, you miss most of the story. The phone visit looks like a bounce and the laptop sale looks like it came from nowhere. Cross-device tracking stitches those moments together so you can see how interest really builds.
Track behavior across devices
- Use logged in accounts where possible, since a sign-in links sessions reliably.
- Lean on analytics and ad platforms that support cross-device reporting.
- Focus on the full journey, not the last click, when you judge what works.
Retarget interested users
Retargeting shows ads to people who already visited or engaged, wherever they go next. Because these people know you, the ads work far harder than cold impressions. The key is relevance and restraint.
- Segment by intent: a product page viewer is warmer than a homepage visitor.
- Match the message to what they saw, not a generic banner.
- Cap how often the ad shows so you remind without annoying.
- Exclude people who already converted, and sell them something new instead.
Key takeaways
- Buyers move across devices, so your measurement should too.
- Retargeting works because it reaches people who already know you.
- Segment by intent and cap frequency to stay helpful, not creepy.
- Retargeting
- Analytics
Written by
Valon BadivukuDigital Strategist
Valon Badivuku is a Digital Strategist at ThisCom, helping brands get seen and become visible online through strategies that turn attention into lasting growth.
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