Multi-device and cross-device : analysis and traffic measurement

Multi-device definition

Multi-device refers to the use of different devices by the consumer when visiting a website or mobile application. For example, a multi-device visit to a website can start on a desktop, continue on a mobile phone and end on a tablet.

Example of a multi-device customer journey:

The visitor used a desktop, a tablet and then a desktop again when visiting the website.

To be able to measure your activity, you need to use a cross-device analysis tool.

The evolution of multi-device

According to a Gartner study, 41% of marketers in 2016 used mobile audience analysis tools. Two years later, the firm identified cross-device analysis as one of the six technologies being closely monitored by marketing professionals. 20% of cross-device transactions on a computer started from a smartphone, and 35% of those on a smartphone started on a computer.

At the end of 2018, France had more than 34 million mobile users per day according to Médiamétrie.

Calculating the multi-device conversion rate

It’s possible to calculate the conversion rate for each device and compare them. However, this measurement is usually biased because the conversion performed on one device is often the result of a previous visit to another device. An alternative is to adopt a multi-device approach to customer journey analysis to achieve the most accurate conversion rate possible.

Tips for an effective multi-device strategy

A responsive website

The starting point in a multi-device strategy is to ensure that your website is accessible to all devices (mobiles, tablets or desktop computers). A website is said to be responsive when it is displayed and works correctly on both mobile and desktop devices, allowing the user to navigate more easily. Cross-device analysis tools such as Analytics Suite 2 allow you to measure your performance on each device and balance your navigation paths in full compliance with the GDPR.

A simple cross-device analysis tool

Cross-device analysis requires the use of an appropriate web analytics solution.

AT Internet’s Analytics Suite 2 allows a complete cross-device analysis of the customer journey using tracking to identify the device used during a visit. When your visitors identify themselves, it becomes possible to follow their entire customer journey, even multi-device. This analysis provides a clear view of the customer journey and the general conversion rate in a simple and accurate way.

Multi-device traffic measurement has several major advantages:

• Optimise your conversion rate on different channels
• Gain a full understanding of your users’ background
• Identify problems on certain devices (mobile, tablet, desktop…)
• Calculate your mobile and desktop ROI

The implementation of retargeting

It is increasingly common for your users to interact with your website or mobile application via different media. In order to optimise your conversion rate, a retargeting strategy combined with high-performance tracking makes it possible to offer communications adapted to your consumers according to their journey and the device used. It’s also important to vary your advertising content to better adapt it to your audience.

Multi-device analysis and measurement with AT Internet’s Analytics Suite 2

AT Internet’s Analytics Suite 2 is a user-friendly web analytics solution that measures the multi-device traffic of your website and mobile applications. Reliability and completeness of data is the cornerstone of any Analytics project. Our solution allows you to develop a complete view of your users’ behaviour regardless of the device used. This comprehensive measurement of your users’ online activity, combined with continuous quality control, is an integral part of our web analytics solution.

+ DISCOVER THE ANALYTICS SUITE 2