How does Adobe Analytics handle cross-device tracking?

Adobe Analytics handles cross-device tracking by employing unique identifiers and user profiles to connect interactions across multiple devices. This method allows the platform to gather data about user behavior and interactions regardless of the device being used, creating a unified view of the customer journey.

Unique identifiers can be linked to user profiles that aggregate information from different devices, enabling businesses to understand how users move between devices like smartphones, tablets, and desktops. This holistic insight is crucial for effective marketing strategies and personalized customer experiences, as it helps identify patterns in user behavior, preferences, and interactions across the entire ecosystem.

In contrast, using cookies to track individual sessions is limited to the device where the cookie is stored, which does not provide insights into cross-device behavior. Measuring time spent on each device does not establish connections between devices nor does it provide a complete representation of user interactions. Requiring user logins for every device is not practical for tracking purposes, as it places an additional burden on users and may not always reflect holistic user activity if users do not log in on every device.