When a new customer interacts with an ad on the native Facebook app and proceeds to visit the website within the Facebook browser, traditional tracking methods might track this customer as "Customer 1." However, if the same customer later accesses the website using the mobile Safari browser, traditional tracking would identify them as a separate customer "Customer 2." Furthermore, if this same customer eventually installs and makes a purchase through the native app at a later point, traditional tracking would yet again designate them as a different customer "Customer 3."
This scenario highlights the problem of inaccurate customer tracking across different platforms. Traditional tracking methods fail to recognize that all these interactions and activities originate from the same individual, leading to a fragmented view of customer behavior and potentially skewing important data and metrics.
To address this issue and provide a more comprehensive understanding of customer engagement, it is crucial to implement cross-platform tracking mechanisms that can accurately identify and link the various interactions of an individual customer across multiple platforms and devices. By adopting such tracking practices, businesses can gain valuable insights into customer journeys, improve targeting strategies, and enhance overall marketing effectiveness.