Mobile usage is dominating
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Why cross‑device tracking matters
Consumers rarely stick to one device when researching and buying. They might browse on a phone, compare on a tablet and complete a purchase on a laptop. Without cross‑device tracking, affiliates risk mis‑attributing sales. Cross‑device analytics helps you map the customer journey and understand which touchpoints drive conversions. There are two main approaches:
- Deterministic tracking links user data across devices using logins or unique identifiers (e.g., email addresses). It’s precise but depends on users being logged in【908414476329776†L284-L307】.
- Probabilistic tracking uses statistical signals like IP address and device type to infer a user across devices. It’s less exact but can fill gaps【908414476329776†L284-L307】.
One survey noted that 62 % of smartphone users have made at least one purchase with their device【908414476329776†L284-L307】. If you’re not tracking those transactions properly, you’re missing out on valuable data.
In‑app monitoring and mobile measurement
Consumers spend much of their time in mobile apps rather than browsers. Mobile measurement partners (MMPs) allow affiliates to track in‑app events such as installs, clicks and purchases across networks【908414476329776†L312-L333】. Using an MMP helps you see which campaigns drive app installs or sales and refine your strategy accordingly.
Tips for affiliate marketers
Final thoughts
Mobile usage will continue to dominate, and customers will keep switching between devices. By investing in mobile optimization, in‑app measurement and cross‑device tracking, affiliate marketers can deliver better experiences and capture more commissions in 2025 and beyond.