Cross-Device Attribution

Cross-device attribution attempts to connect advertising or marketing interactions that take place on different devices along a customer's path to a conversion. Someone might research a landscaper on a phone and later complete a booking from a laptop. Attribution systems may infer or recognize parts of that journey when their data and privacy conditions allow. The resulting picture is rarely complete, and model-based estimates should not be presented as proof of every individual's behavior. Cross-device attribution differs from cross-domain measurement, which follows activity across different websites or domains. A small business should evaluate reporting limitations before using cross-device figures to reallocate its advertising budget.