Digital Marketing & Technology Glossary Of Terms

Cross-Device Attribution

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Cross-device attribution is a platform for assigning data from different devices to an individual user. This user is given a unique and anonymised user ID, and this information can reveal certain patterns regarding user behaviour and purchase journeys. The data is analysed in one of two ways: by using algorithms to make assumptions about users (probabilistic) or by mining data from a user who has logged in to a website (deterministic).