Study on the Impact of Cookie vs. People-Based Cross-Device Measurement + Attribution

Datalicious and Facebook answer the key question all marketers and agencies face - how to allocate their marketing and advertising budgets in the most effective way to drive sales and generate ROI in a multi-device world.


In this study, Datalicious analysed >1 billion media touchpoints spread over >80 million purchase paths and >1 million conversions (note: conversions are not equal to purchases here) across three months and three brands to understand the impact of using a people-based multi-touch attribution model compared to a more traditional cookie-based approach.

The Cookie Problem

In a multi-device world where mobile phone penetration has exceeded 100% in some countries (i.e. there are more mobile phones than people with many owning more than one device), the traditional cookie-based tracking methods are prone to understating the true impact of certain channels such as mobile simply because they cannot accurately attribute conversions across devices.

Cross-Device Measurement

The continued investment increase in mobile marketing shows that most marketers instinctively know how important mobile is for the overall customer journey. However, with accurate people-based cross-device measurement and attribution it is now possible to move on from gut-feeling calls and instead base budget optimization decisions on hard facts - not to mention prove that our instincts where right and use the new insights to adjust our marketing to deliver an overall improved cross-device user experience.

The largest study of its kind globally which shows how crucial accurate people-based measurement and attribution really are! In this growing multi-device world, it is now more important than ever to move on from cookie-based tracking methods which risk undervaluing almost 40% of touchpoints.