With how many browsers and devices people use these days, accurate attribution can be difficult. You can't always know which visits are from the same person. For example, someone might use a mobile device, but then switch over to a laptop (or desktop) to convert. Simply looking for a matching cookie value won't connect these two visits to your website.
LeadsRx has been developing our own identity graph over the last 5 years, and we currently have data for about 1.5 billion visitors and devices. We are now leveraging this data with proprietary algorithms to determine if matching activity across devices and browsers makes sense. We do this each time there is a visit to your website.
In our product, you’ll see these matches in the Customer Journey Map along with a note providing our confidence level in the match.
We’re always expanding on the algorithms we use to determine matches in order to make sure as much cross-over data as possible is captured.
One popular question customers have is what the average confidence factor is for our identity graph.
Currently, our average matching confidence is 78.5%. Remember that a self-declared match (e.g., same email addressed used on two different devices, browsers, or apps) has a 100% confidence in our system. Other forms of matching, such as those based on reviewing IP addresses, browser settings, device settings, etc, get a lesser confidence.