How to Track Users Across Devices Without Third-Party Cookies
Users research on mobile and convert on desktop. Here's how to track the cross-device journey in a cookieless world.
B2B buyers typically research on their phones during commutes and convert on their work desktops. Without cross-device tracking, these appear as two separate users, making attribution impossible and inflating your user counts.
The post-cookie approach to cross-device tracking relies on authenticated identity: when a user logs in, signs up for a newsletter, or submits a form, their identity ties all their devices together. First-party cookies maintain the connection within each device, and server-side identity resolution connects the dots.
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We cover the identity resolution architecture, the authentication points that create cross-device connections, the analytics tool configurations that support cross-device reporting (Kissmetrics, Amplitude, GA4 User-ID), and the privacy-compliant approach to user identification that respects consent preferences.
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