Monitoring Users Across Multiple Devices Is Critical for Business Growth

We mentioned a few weeks ago - that in today’s digital world, we constantly shift between devices. From checking emails on a desktop at work, to shopping on a mobile phone, and later watching YouTube on a smart TV.

For those in the market to drive sustainable business growth, understanding and monitoring these cross-device behaviours isn’t just helpful — it’s ESSENTIAL.

Today’s consumers interact with brands in fragmented ways: they might discover a product on mobile, research it later on a tablet, and finally complete their purchase on a laptop.

By now, it HAS to be clear that if you're only tracking engagement on one device, you're missing critical touchpoints that influence purchasing decisions.

And as obvious as it may sounds to some, to others its likely to be brand new information. And for those that are learning this for the 1st time, here is WHY it matters:

1. When you can connect the dots across multiple devices, you gain a clearer, more accurate picture of how users move from awareness to conversion. This helps you optimize each stage of the funnel more effectively.

2. Tracking across devices allows you to build richer customer profiles. With deeper insights, you can create more personalized, relevant campaigns that truly resonate — not just on one device, but across all of them.

3. Without cross-device insights, attribution models can be skewed. Knowing that a user clicked on a mobile ad but purchased later via desktop helps you allocate budget more intelligently and invest in channels that genuinely drive results.

4. By understanding which devices (and device combinations) are most valuable, you can refine targeting strategies, reduce wasted impressions, and maximize your return on every pound, dollar, or euro spent.

But... HOW? How can we monitor users across devices? Truth be told, with this fragmented ecosystem that we operate in, its not simple. It is journey of test and learning and figuring out what works for you. Though there are some approaches that is worth considering:

1. Device Graphs: Using identity graphs from ad tech partners to map users across devices based on deterministic (logins) or probabilistic (behavioural) signals.

2. Unified Analytics: Integrating analytics platforms that unify sessions and touchpoints across devices under a single user ID.

3. Cross-Device Retargeting: Delivering ads to users on different devices based on their interactions elsewhere — for example, retargeting a desktop browser visitor with a mobile Facebook ad.

Tracking users across multiple devices is critical for growth. Brands that invest in understanding their customers’ multi-device journeys will unlock deeper insights, drive higher engagement, and ultimately, grow smarter and faster than their competitors.

How are you tackling this challenge? Or - what would you suggest as a solution?

At Finovation Media , we help brands navigate this complexity with precision — using data-driven strategies, programmatic advertising, and paid social to deliver real business growth.

Ready to level up your growth marketing game? Get in touch and let’s start a conversation.