crossdevicevsa/b-testing

Cross-device marketing involves tracking and engaging users as they interact with a brand across multiple devices (e.g., smartphone, tablet, desktop). A/B testing in this context must account for the complexity of user behavior that spans these devices to accurately measure the impact of variations on conversion or engagement metrics. Specifically, when running A/B tests on campaigns or user experiences, marketers need to ensure that the test variants are consistently delivered and measured across devices to avoid data fragmentation or attribution errors. For example, a user might see variant A on their mobile device but variant B on their desktop, which can skew results if not properly managed. Therefore, integrating cross-device identity resolution and unified user tracking into A/B testing frameworks enables more reliable insights into how different experiences perform across the full customer journey. This integration helps optimize marketing strategies by validating which variations drive better engagement or conversions when users interact on multiple devices, ensuring that test outcomes reflect true user preferences rather than device-specific biases.