What Is Cross-Device Tracking?

Cross-device tracking is the process of identifying and following the same user as they move across multiple devices—like smartphones, laptops, tablets, and connected TVs. It helps unify fragmented user behavior into a single profile by using identifiers such as login credentials (deterministic) or predictive models based on anonymous data points (probabilistic), like device type, IP address, or browsing patterns.

How Does Cross-Device Tracking Work?

Marketers use cross-device tracking to better understand customer journeys and improve ad targeting and attribution. For example, a user might click an ad on mobile, research on desktop, and complete a purchase on tablet. Cross-device tracking connects these steps to show a full picture of the conversion path, enabling more personalized messaging and smarter budget allocation across platforms.