Cross-device attribution allocation

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Beyond platform differences, you also have to consider device-based attribution. Was the sale made from a desktop or mobile device?

How would you assign credit for a sale that started on a computer, but ended up taking place on a friend's laptop?

It’s common for consumers to switch between devices, but this makes it difficult to track a particular person as they make these typical changes. While advertising platforms are getting much better at tracking cross-device analytics, attribution tools haven’t caught up.

Facebook led the way in perfecting cross-device tracking, and austria whatsapp number database following in its footsteps, Google Analytics is adding cross-device capabilities with Google Signals.

Google Signals can track anyone who has ads personalization turned on, and this is helpful with attribution. For example, the report shows if they started on mobile and then continued on desktop and then back to mobile.