3 Ways to Test Cross-Device


If you’re a marketer or technologist intending to use or integrate cross-device technology, it is important for you to understand ahead of time what performance gains you can achieve. This is where cross-device testing is important. Testing allows you build a business case for investment in cross-device, providing you the ability to model potential ROI. 

There are some straightforward tests that you can conduct to give you insights into the value of cross-device marketing. Our white paper series, available in our Knowledge Center, provides detailed instructions on how to test and evaluate cross-device campaigns before making a large investment.

Want to learn more about what cross-device test is right for your campaign? Keep reading!

Cross-Device Performance Uplift Testing

In a Performance Uplift Test, you must conduct two versions of a campaign (a single device campaign as your control version and a cross-device campaign) to two similar audiences, and measure which performs best.

Your test ends when it has reached a point of statistical significance which proves whether your cross-device campaign has outperformed the control version.

The value of a Performance Uplift Test is that you can use virtually any metric, including:

  • Conversion Rate
  • Average Order Value
  • Revenue Per Visitor
  • Add To Cart Rate

Performance Uplift testing is particularly useful for campaigns based on behavioral targeting, such as website visits from a particular traffic source. For example, you might sell a product which users tend to research on their mobile device before completing a purchase on the desktop. Performance Uplift testing allows you to gauge the impact of retargeting mobile visitors on their desktop.

Cross-Device Audience Extension Testing

Audience Extension testing identifies the number of additional devices belonging to your existing audience, so you can reach them across multiple cross-devices.

Technology providers can use Audience Extension campaigns to generate more income by selling larger audience segments, and brands can extend the reach, frequency and timeliness of their messages. Marketers can use the additional devices to build a more complete profile of the customer to support targeting and personalization.

Retailers, for example, might analyze their eCommerce sales data and see that customers who shop in their eCommerce store are much more valuable than brick-and-mortar shoppers.

In order to understand these customers journey better, the cross-device vendor would then provide the retailer with a view of those customers other devices (such as tablets, etc). This could then be used through the retailer’s marketing platform to target the customer across their devices.

Cross-Device Precision and Scale Testing

An important consideration when running cross-device campaigns is achieving the right balance between precision and scale. Precision is the number of predicted matches in the customer ID map that are truly linked to the same individual. Scale is the percentage of true matches that are predicted by the customer ID map. Customer ID maps must be able to provide both, and to be able to offer enhanced precision and scale where required.

The type of campaign that you run will help you determine whether precision or scale is most important for you. For example, for customer analytics applications, it is more important that the matches predicted by the device map are truly linked to the same individual than capturing every screen a user owns.

For cross-device retargeting on the other hand, scale is more important. For a retargeting campaign, a marketer would prefer to reach their customers across as many screens as possible, and the cost of mistakenly identifying a device as belonging to the same user is much lower.

Precision and Scale tests are important for marketers and technologists who want to understand the strengths and weaknesses of different customer ID maps. For precision and scale testing to be truly effective, it’s important to have an accurate “truth set” of data to compare the customer ID map against, and a data scientist in-house who can help you interpret the results.

Download the White Papers


Cross-device testing is useful for both optimization and validation of cross-device campaigns. Use the table below to determine which tests are best for your campaign strategy and visit our Knowledge Center to see our entire white paper series

Test Type

Ideal For


White Paper

Performance Uplift Testing

Marketers who are running campaigns

Can be hard to get a true A/B test

Requires marketing campaigns to be run

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Cross-Device Audience Extension Testing

Either marketers or technologists who want an easy way to measure how cross-device can increase the size of their audience

Limited insight into performance of increased audience

Get it Now

Cross-Device Precision and Scale Testing

Helps you measure the accuracy and scale

Must have a good truth set to measure precision and considerable data science resources

Get it Now

Find out more

Adbrain's  Cross-Device: What Marketers Need To Know white paper provides an introduction to cross-device marketing; acquainting you with the basics, and providing insight to help you set your cross-device marketing plans in motion. 

The white paper is available in our Knowledge Center or contact Adbrain to find out more.

Download the White Paper!