Enhancing Customer Experiences: Mobile and Desktop Attribution Strategies

The days of solely focusing on product excellence are in the past. Now, your business must also provide customers with the best experience possible to win their business and retain their loyalty. With the number of brands operating globally, customers are inclined to choose whoever offers them the highest value and most pleasurable journey. This means your company must use the right marketing attribution models to provide the most seamless customer journey. Once you understand the difference between mobile attribution and desktop attribution, you and your digital advertising agency team can determine what type of journey you need to provide your customers.

Mobile Attribution vs. Desktop Attribution

Understanding Mobile Attribution

Mobile attribution is used to understand the types of marketing campaigns and media channels that deliver specific goals. These goals can focus on app installations, click-through rates, submissions, or other actions vital to the customer journey and sales cycle. The actions completed by your customer during this journey will occur on a mobile-friendly device, such as a smartphone or tablet. The information obtained drives optimization for customer acquisition campaigns and overall marketing performance.

Benefits of Mobile Attribution

1. Insight into Mobile Behavior: Fully understand how individuals complete specific actions while on their smartphones or tablets.
2. Optimization of Mobile Campaigns: Optimize your mobile acquisition campaigns based on real user data.
3. Enhanced User Experience: Improve the customer journey by identifying key touchpoints on mobile devices.

Challenges of Mobile Attribution

1. Tracking Limitations: It can be difficult to trace touchpoints with 100% certainty.
2. Device Diversity: Not all customers use smartphones or tablets, potentially skewing data.
3. Journey Complexity: Mobile user journeys can be fragmented and harder to predict.

Understanding Desktop Attribution

Desktop attribution is used to understand the web pages and digital marketing efforts that drive traffic to a company’s website. This attribution also reviews customer touchpoints throughout the journey specific to the website and any PPC campaigns on search engines. The data can come from any web page, whether through the mobile version of your website or the desktop version.

Benefits of Desktop Attribution

1. Traffic Source Analysis: Learn how traffic arrives at your website and which content marketing pages are most effective.
2. Performance Evaluation: Evaluate the ROI of your digital advertising efforts.
3. Detailed Customer Insights: Gain detailed insights into customer behavior on your website.

Challenges of Desktop Attribution

1. Multi-Device Use: Customers may use multiple devices, complicating attribution tracking.
2. Opt-Out Issues: If customers opt out of cookie tracking, it can skew your data.
3. Fragmented Data: Multiple devices can lead to fragmented customer journeys that are hard to unify.

Trust Your Digital Advertising Agency to Provide the Right Customer Journey

Each attribution type is crucial for your business to understand to provide the best customer journey for those interested in your business. As the world increasingly prioritizes mobile, mobile attribution is critical for focusing your resources. If customers cannot easily learn, browse, and shop for your offering from their favorite devices, they will find another company that makes the process simpler. Additionally, mobile attribution ensures you fully understand what actions lead to your specified goals.

On the other hand, desktop attribution remains vitally important. This type of attribution helps you understand how the deliverables produced by your digital advertising agency impact your customer journey. Between content marketing and social media efforts, desktop attribution helps you understand what drove traffic to your website.

Depending on your business, it may be in your best interest to use one or both attribution models. The best way to determine this information is to trust a digital advertising agency like Digilant. We can help you understand your customer journey and identify what actions need to be taken to help your business grow. Please do not hesitate to contact us today!