Cross-device Journey depicts the customers journey regardless of which of their owned device a marketer’s touchpoint reaches them on. This is in contrast with a journey that does not factor in cross-device. A user who was exposed to the marketer’s media touchpoints across their mobile device, tablet and desktop will appear as three separate users with three distinct single-device customer journeys instead of one unified user spanning their many devices.
This has always been important, but is growing more and more so. In the US, the average user owns over 3 devices — and that number continues to increase each year. In order for marketers to have any reliability in their Customer Journey Analytics or Multi-touch Attribution solution — it must understand the users’ cross-device journey
