All modern marketing professionals know the struggle of tracking customer journeys when customers switch between different devices during their buying process. The challenge of connecting these interactions while balancing the importance of click-based and impression-based (display & video) campaigns without third-party cookies can feel overwhelming. We understand these frustrations, and we’ve made it our mission to solve them.
At Roivenue, we’ve developed a new groundbreaking feature – Path Stitching and we’re excited to share with you how it works.
The Roivenue Path Stitching allows seamless cross-device tracking, merging user interactions across phones, tablets, and computers into one continuous journey.
The Path Stitching works using Roivenue Measurement that also enables the integration of impression-based touchpoints into the customer journey. Furthermore, our innovative technology is designed to address the challenge of the gradual elimination of third-party cookies while fully complying with GDPR regulations. Path Stitching with Roivenue Measurement becomes an essential tool for any current marketing team.
Benefits of Path Stitching
Cross-Device Customers Tracking
Our Roivenue Measurement allows you to link individual touchpoints that would otherwise remain separate. By utilizing multiple parameters—such as information about the device, user behavior, and location—you can identify sessions likely from the same user, even when cookies do not match. This sophisticated approach ensures a seamless and comprehensive view of each customer’s journey, regardless of their devices.
Measuring 90%+ of Users
Our Roivenue Measurement technology is the solution for measuring without cookies, ensuring maximum user privacy. We collect a limited set of data without placing any cookies on the user’s device, ensuring that you can measure over 90% of users. This method provides a more comprehensive view of your audience compared to traditional platforms like Google Analytics, while maintaining compliance with privacy regulations.
Measuring Impressions from Nearly Any Advertising Platform
A major challenge in digital marketing is accurately measuring impact of impressions, as traditional analytical platforms often depend only on clicks. Impressions are notoriously difficult to track, especially when they originate from walled gardens. While we have previously used innovative Synthetic Touchpoints to incorporate impression data into customer journeys, our new solution takes this a significant step further. Using Roivenue Measurement, you can accurately measure impressions and seamlessly integrate these impressions into the customer journey alongside clicks by using the additional parameters we collect to ensure the most precise attribution possible.This advancement ensures that impression-based interactions are seamlessly integrated into your overall customer journey analysis, providing deeper insights and optimizing the effectiveness of your video & display campaigns.
How It Works
Path Stitching relies on our innovative Roivenue Measurement, which collects a multitude of new parameters to create a unified view of the customer journey. We gather data from:
1) cookies;
2) device information (such as screen size, device type, installed fonts, operating system, and user agent);
3) URL information;
4) user ID (if available);
5) location data from IP addresses.
By analyzing these parameters, we can link sessions that likely belong to the same user, even when traditional cookie-based methods fail.
Additionally, we have developed a solution for anonymous measurement which works without using cookies. This approach collects only a limited set of data and does not place any cookies on the user, ensuring privacy compliance. You can configure the system according to your internal policies—we provide recommendations, but the final decision on when to use full tracking, anonymous mode, or no measurement at all is up to you. This flexibility allows Path Stitching to meet diverse needs while maintaining rigorous privacy standards.
Let’s See an Example
Consider John, who visits nike.com from his phone at home and checks out a pair of shoes in blue, size 46. Later, John visits nike.com from his PC at work, but there is likely not enough information to match these two events. Finally, John visits nike.com from his PC at home, checks the same pair of shoes in blue, size 46 again, and completes the purchase.
Path Stitching uses location information and details about the checked products to match all three interactions into one cohesive journey, providing a comprehensive view of John’s path to conversion.
Conclusion
Path Stitching represents a significant advancement in the way you track and understand customer journeys across multiple devices. Together with Roivenue Measurement which overcomes the limitations of traditional cookie-based methods, it offers a much needed future-proofed solution for user tracking. It is the solution to the critical challenges of cross-device tracking, privacy-firstacy-first measurement, and precise attribution of impression-based touchpoints. It is an absolute must-have for modern marketing teams.
We are excited to share more about the Path Stitching technology. If you missed our webinar, “Cross-Device Attribution Without Cookies: Accurate Measurement for Tomorrow’s Marketing,” held on September 4, 2024, at 4:00 PM CEST, you can still catch up! The full recording is now available for you to watch at your convenience and discover how this technology can transform your marketing strategies. Don’t miss this chance to stay ahead of the curve.
