Cross-device retargeting ensures your Shopify store reaches customers seamlessly across their devices - smartphones, tablets, laptops - boosting conversions by 230%. With mobile commerce expected to hit $4.01 trillion in 2025 (59% of retail e-commerce sales), this strategy is essential for modern online stores. Key benefits include:
- 400% higher ad engagement
- 43% better conversion rates
- 38% increase in mobile app conversions
To get started:
- Use tools like Meta Pixel, Google Tag Manager, and Shopify Analytics to track users.
- Match user identities with email logins or behavioral patterns.
- Focus on device-specific ad formats and behavior-based triggers (e.g., cart abandonment).
Technical Setup for Cross-Device Retargeting
Required Tracking Tools
To effectively implement cross-device retargeting, you’ll need tools like Meta Pixel, Google Tag Manager, and Shopify Analytics. These tools work together to create a strong tracking foundation. Meta Pixel and Google Tag Manager use JavaScript to drop anonymous browser cookies, helping track user interactions across devices. Shopify simplifies this process by natively integrating with platforms like Meta Pixel, Pinterest, TikTok, and Google Ads, making it easier to monitor customer behavior.
"Now, with third-party cookies behind us, marketers on Shopify already have everything they need to optimize their acquisition, shopping, and checkout experiences with the best data out there: the data they own."
– Bobby Morrison, Shopify's Chief Revenue Officer
User Identity Matching Methods
To connect user identities across devices, you can rely on two primary methods:
- Deterministic tracking: Uses unique identifiers like email addresses or logins.
- Probabilistic tracking: Employs machine learning to analyze behavioral patterns.
A standout solution for privacy-conscious tracking is UID2.0, which enables cross-device identification while prioritizing user privacy. Here’s how UID2.0 compares to traditional third-party cookies:
| Aspect | Third-party cookies | UID2.0 |
|---|---|---|
| Cross-site targeting | Enabled by default, tracking users across different websites | Requires user consent but supports cross-site tracking through encrypted identifiers |
| User control | Limited control and difficult to opt-out | Users have greater control and can opt-out at any time |
| Consent and transparency | Passive tracking, often without explicit consent | Requires explicit user consent and email login |
| Privacy and security | Tracks user data across multiple sites, raising privacy concerns | Encrypts and hashes user data, enhancing privacy |
| Anonymity | Can expose personally identifiable information | Ensures anonymity through encryption and routinely updated identifiers |
| Data source | Relies on third-party data | Relies on first-party data directly provided by users |
By linking these user identities, you can create a seamless and optimized customer journey across devices.
Customer Journey Tracking
Once user identities are accurately matched, you can monitor the entire customer journey while maintaining privacy and data accuracy. For example, Mac Duggal, a luxury women’s apparel brand, used Shopify Audiences and integrated Retargeting Boost into their Meta and Google ad campaigns to:
- Build a retargeting audience 2.3 times larger
- Double their Return on Ad Spend (ROAS)
- Reduce their cost per purchase by 3.6 times
To enhance tracking, consider these tactics:
- Prompt users to log in at strategic moments
- Use email collection forms to gather first-party data
- Tag customers based on specific actions
- Leverage Shopify’s unified data model for streamlined insights
This setup ensures you can track customer interactions across devices effectively, leading to better retargeting campaigns and higher conversion rates.
Building Cross-Device Ad Campaigns
Device-Specific Ad Formats
Tailoring ad formats to specific devices is essential for driving better results. For instance, dynamic retargeting ads have been shown to achieve double the click-through rates and 50% lower cost-per-acquisition compared to standard ads.
When designing ads for mobile devices, focus on these key elements.
- Short, attention-grabbing headlines that quickly convey your message.
- Optimized images to ensure fast load times and seamless user experience.
- Touch-friendly buttons that are easy to interact with.
- Click-to-call functionality, particularly useful for local businesses.
- Location-based targeting to reach users in relevant areas.
A great example of mobile-first success comes from Emma Bridgewater, whose platform redesign emphasized mobile usability. By optimizing image display and prioritizing mobile design, they saw a 32% increase in mobile users and a 13% boost in mobile revenue.
Once your device-specific creatives are in place, step up your game with sequential messaging to deliver a consistent brand experience across multiple platforms.
Multi-Device Message Flow
Optimizing ad formats is just the first step. To truly engage your audience, create a seamless message flow that connects their experience across devices. NFM's cross-device campaign is a prime example of how strategic messaging can drive results:
| Campaign Element | Result |
|---|---|
| Cross-Device Activities | 68,402 total interactions |
| Desktop Conversions | 54% occurred after mobile ad views |
| Revenue Increase | 18.6% from attributed purchases |
| Campaign Type | Blend of CTV (Connected TV) and OLV (Online Video) |
This campaign demonstrates the power of coordinating messages across devices to guide users from awareness to conversion.
Timing and Behavior Triggers
The success of retargeting campaigns often hinges on timing and behavioral triggers. For example, Kimberly-Clark achieved conversion rates between 50% and 60% by implementing advanced retargeting triggers.
Another success story comes from Kate Hewko, who ran a three-week campaign using Shopify Audiences. The results?
- 45% higher ROAS
- 8% lower cost per acquisition
- A marked improvement over traditional audience targeting methods.
Key behavioral triggers to consider include:
- Cart abandonment, which currently averages a staggering 69.80%.
- Product page views without a subsequent purchase.
- Email engagement patterns, such as clicks and opens.
- Purchase history, ideal for targeting repeat customers.
- Subscription expiration dates, prompting renewals.
By segmenting audiences based on these behaviors, you can deliver personalized messages that resonate. In fact, 57% of customers report being more likely to spend with brands that provide tailored experiences.
Incorporating these triggers ensures your retargeting efforts align with the multi-touch customer journey, creating a cohesive and effective campaign.
Campaign Analysis and Results
Attribution Model Selection
When measuring the success of cross-device campaigns, choosing the right attribution model is crucial. Modern consumer journeys often involve anywhere from 20 to 500 touchpoints, making accurate tracking a challenge.
One effective approach is the time decay attribution model. This method gives more credit to interactions closer to the point of conversion while still accounting for earlier touchpoints. For instance, imagine a customer discovers your product through a mobile ad, researches it later on a desktop, and finally makes a purchase on a tablet. The time decay model ensures that each step in this journey receives its fair share of credit.
Here’s a quick comparison of common attribution models to help you decide based on your campaign goals:
| Attribution Model | Best For | Limitations |
|---|---|---|
| Time Decay | Optimizing for conversions | May undervalue initial brand discovery |
| Position-Based | Providing a balanced view of the journey | Can overemphasize the first and last touchpoints |
| Linear | Understanding multi-touch interactions | Lacks focus for optimization |
Once you've chosen the right model, you can shift your attention to key metrics to evaluate your campaign's performance.
Performance Metrics
To assess cross-device success, keep an eye on these core performance indicators:
Key Metrics to Track:
- Click-through rate (CTR): Monitor CTR across different devices to understand engagement patterns.
- Device-specific conversion rates: Identify which devices drive the most conversions.
- Cross-device ROAS (Return on Ad Spend): Evaluate the profitability of your campaigns across multiple devices.
- Cost per acquisition (CPA): Measure the cost-effectiveness of acquiring new customers.
"Conversion rates from users who have used multiple devices before landing on the website are 230% higher compared to average." - Aimee Blakemore, Marketing Manager at Flourish
Campaign Improvement Steps
After evaluating performance, the next step is to refine your strategy. For example, TrackBee users have reported impressive results, including a 213% revenue boost from abandoned cart flows and a 20% improvement in ROAS on Google Ads within just two months.
Here are three areas to prioritize for better results:
- Identity Mapping: Integrate data from multiple sources, such as email addresses, ad click IDs, on-site behavior, and device IDs, to create a unified customer profile.
- Geographic Optimization: Tailor your campaigns to reflect local preferences, including language, currency, payment methods, and shipping options.
- Behavioral Analysis: Dive into user behavior by analyzing metrics like time spent on-site, page navigation patterns, purchase history, and interactions across devices.
"Now, with third-party cookies behind us, marketers on Shopify already have everything they need to optimize their acquisition, shopping, and checkout experiences with the best data out there: the data they own."
- Bobby Morrison, Shopify's Chief Revenue Officer
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Conclusion: Cross-Device Retargeting Results
Main Points Review
In the United States, households now average 22 connected devices per home. With this level of connectivity, cross-device retargeting has proven to be a game-changer, increasing conversions by 30%. Even more striking, retargeting campaigns deliver conversion rates that are 147% higher compared to standard ad campaigns.
Key factors driving this success include:
- Identity Resolution: Combining deterministic and probabilistic tracking methods provides a complete picture of customer journeys.
- Device Coverage: Nearly all Americans - 97% - own mobile phones, while 82% use computers, and 79% have smart TVs.
- Performance Metrics: Multi-channel strategies shine, with order rates jumping 494% when three or more channels are used.
"Cross-device attribution is really about connecting the dots... Without the right attribution in place, you risk giving credit to the last touchpoint while ignoring all the earlier ones that influenced the sale."
– Brian Kroeker, president of Little Rock Printing
These findings highlight the importance of working with experts to create tailored, cross-device strategies that align with your business goals.
Martin Monroe Creative Services
Martin Monroe Creative brings over 15 years of experience and a 96% satisfaction rate to help Shopify merchants achieve success. The agency offers a wide range of services, including Shopify design, PPC campaigns, graphic design, logo creation, platform migration, and email marketing. Their process simplifies strategy and execution, ensuring effective cross-device retargeting while adhering to privacy regulations.
"At Martin Monroe Creative, we help brands grow with clarity and purpose... Branding that builds trust and emotional connection... Web Design that blends aesthetics with functionality... Digital Marketing strategies focused on real-world results." - Martin Monroe
FAQs
How does cross-device retargeting help Shopify stores boost conversions?
Cross-device retargeting is a powerful way for Shopify stores to increase conversions by showing consistent, personalized ads across all the devices a user might use. Picture this: a customer visits your store on their smartphone, browses a few items, but leaves without making a purchase. With cross-device retargeting, you can ensure they see reminders or tailored offers later on their tablet or desktop, nudging them closer to completing that purchase.
This approach not only keeps your store fresh in their minds but also reconnects with shoppers who’ve already expressed interest. Plus, it gives you better insights into which devices and channels are driving sales, making it easier to fine-tune your ad budget. By creating a smooth and connected experience across devices, you’re not just boosting conversion rates - you’re also strengthening customer loyalty.
What’s the difference between deterministic and probabilistic tracking in cross-device retargeting?
Deterministic tracking relies on unique identifiers like email addresses or login details to precisely track users across multiple devices. This method stands out for its accuracy because it uses direct and verifiable information.
In contrast, probabilistic tracking employs algorithms and data patterns to make educated guesses about connections between devices. While it doesn’t match the accuracy of deterministic tracking, it’s a useful alternative when direct identifiers aren’t available - like when users browse without logging in or as guests.
How can Shopify store owners protect user privacy while using cross-device retargeting?
To ensure user privacy while utilizing cross-device retargeting, Shopify store owners need to stay aligned with data privacy laws like the GDPR and CCPA. This involves being upfront about how customer data is gathered, used, and shared, as well as securing explicit consent before tracking users across devices.
A well-crafted, easy-to-understand privacy policy is a must. This document should detail your use of cookies, tracking tools, and provide clear instructions on how users can opt out of retargeting efforts. By prioritizing transparency and honoring user consent, you can maintain customer trust while leveraging cross-device retargeting effectively.