Cross-channel tracking is the practice of collecting data about Touchpoints your customers have with your brand across different channels.
The channels include:
- Social media
- Paid search
Cross-channel tracking is effective because it takes into account the interactions between each channel. With such an approach, a digital marketer sees the big picture and can effectively manage the Marketing campaigns budget.
The benefits of cross-channel tracking:
- Spot and improve the most common conversion paths in the Customer journeys
- Create different customer segments based on users’ behavior to better adjust the offer to their needs. Such segments contribute to Lead nurturing.
- Provide a better overview of the Customer lifecycle
Check out the Piwik PRO blog and read more about cross-channel tracking:
Watch the webinar about conversion attribution to get more details.