This document discusses multi-device tracking and its importance. It begins by noting most people now use multiple devices. It then explains the differences between deterministic and probabilistic tracking methods, and device-based versus platform-based tracking. The document shows how tracking cookies can identify a user across devices. Data shows multi-device tracking significantly increases conversions and changes promotion performance. It emphasizes the importance of multi-device tracking for affiliates and encourages networks to offer this capability.
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
If You Track It, They Will Come Tracking Multi-Device Users
1. IF YOU TRACK IT, THEY WILL COME
TRACKING MULTI-DEVICE USERS
Ernie St. Gelais
Co-President/CTO, LinkConnector
2. • Boston Sports Fan
• 3 Super Bowls & 2 World Series
• Father of 3 Boys
• New Grandfather
• Avid Pokemon Go Player
• Air Force Veteran
ABOUT ERNIE ST. GELAIS
3. • Boston Sports Fan
• 3 Super Bowls & 2 World Series
• Father of 3 Boys
• New Grandfather
• Avid Pokemon Go Player
• Air Force Veteran
ABOUT ERNIE ST. GELAIS
7. WE LIVE IN AN INCREASINGLY MULTI-DEVICE WORLD
Pew indicates that 66% of
Americans own at least two of
the primary digital devices –
smartphone, desktop/computer,
or tablet
MOST POPULAR DEVICES USED TO SEARCH THE INTERNET
EMERGING DEVICES DEVICES USED TO SEARCH THE INTERNET
and 36% own all three.
Source: Global Web Index
9. WHAT IS THE TECH BEHIND MULTI-DEVICE?
• There are two primary competing methodologies: Deterministic and Probabilistic
• Implementations are usually one of two types: Device or Platform
• Any implementation requires
substantial data accumulation and
aggregation in order to build user
profiles
• Most networks can’t do it alone,
requiring Data Partners (both
affiliates and merchants)
10. DETERMINISTIC VS. PROBABILISTIC
Source: Affiliate Window
Deterministic
• Definitive user identification
• No assumptive calculations
• Cross device identification
• Desktop and mobile cookies
• 100% accurate
Probabilistic
• No user identification
• Assumptive based tracking
• Varied data sources
• More reach
• Less accurate
18. WHY IS MULTI-DEVICE TRACKING IMPORTANT TO YOU?
• Affiliate promotion
• User activity
• Aggregated user info
• Conversion % increase
• Channel value
19. WHAT SHOULD YOU BE DOING?
• Be a part of the movement. Does your favorite network offer multi-device tracking?
• Contact your affiliate network (Adbrain, Affiliate Window, LinkConnector) about how
they do multi-device tracking and how you can participate.
Ernie’s Favorite!
We’ve all see charts like this where mobile usage (in this case smartphones and tablets) has surpassed desktop usage. This increase in mobile usage is significant, but we sometimes lose track of the fact that this graph has two lines. While Desktop usage has been passed it is still climbing.
If we look at the time spent on various devices, we again see mobile as surpassing desktops, but desktops still represent a significant amount. Also note the third category of other connected devices.
Tracks well with 60% mobile usage
It’s about user habits in a multi-device world and how to effectively track them in Affiliate Marketing.
How many of you own a computer? How many own a smartphone? Tablet? How many own all three?
Does your household have a gaming system? Smart TV?
Do you drive a Tesla?
Tag cloud with various device types.
Source: Global Web Index
The issue isn’t tracking on various devices. Networks have done this for 20 years. If a promotion and the event occur on the same device, networks can generally track
The issue is tracking promotions that begin on one device and end on another. Traditional cookie tracking technology cannot track across devices/platforms
There are several networks that say they have some version of multi-device tracking (see if we can get a list). This charts attempts to simplify the different technological approaches
Cpt database creation assisted by affiliates/merchants and usable across merchants/offers
Data that is available
Devices
Base location
Device Usage
This isn’t just about identifying devices (Mobile, Tablet, Desktop), but about tracking them
What distinguishes Cross Platform from Cross Device
Say you’ve dropped your spouse off at the store and are waiting in your car until they come out. To pass the time you start surfing on your phone for that red shirt you need for a Valentine’s Day party. You search for ‘red shirt’ and are presented with a paid affiliate search result from redshirt.com which you immediately click to check it out. You like the shirt, but decide it would be too much of a hassle to go through the checkout process on your phone, so you decide to wait until you can access redshirt.com on your computer. Once home, you go straight to your desktop to do exactly that, and eagerly await the arrival of the gorgeous shirt which you know will make you stand out at the party.
The cookie from the phone was recorded and is in the network database.
Unfortunately when the network confirmation code loads on the merchant’s confirmation page, there is that cookie is not available.
So, normally, that affiliate-promoted event would not be credited.
However, the multi-device profile database allows the network to related the promotion cookie to the event and credit the affiliate.
The cookie from the phone was recorded and is in the network database.
Unfortunately when the network confirmation code loads on the merchant’s confirmation page, there is that cookie is not available.
So, normally, that affiliate-promoted event would not be credited.
However, the multi-device profile database allows the network to related the promotion cookie to the event and credit the affiliate.
Chart showing increase of CPT conversions over time.
Click to event time differences
Chart showing differences between promotion types
As an Affiliate Crediting
Data back to merchants about user activity (where are they being most effectively promoted).
Resulting in a Very Effective Affiliate Program