Why Cross-Device Campaigns Are Still a Challenge for Most Marketers

In today’s marketing landscape, reaching consumers across multiple devices is no longer optional—it’s essential. Yet, despite its importance, running effective cross-device campaigns remains a significant challenge for many marketers. Why? Because connecting with audiences across the ever-expanding array of smartphones, tablets, and desktops presents a complex web of obstacles.

From accurately measuring ROI and bridging the engagement gap between mobile and desktop to capitalizing on the mobile commerce trends, many factors contribute to the difficulties faced in cross-device marketing. Add to that the struggle with data underutilization, ad blocker usage, fragmented user journeys, and the navigation of cookie deprecation, and you have a complex puzzle to solve.

In this article, we’ll dissect the main cross-device campaign challenges marketers face today and provide actionable strategies to overcome them.

Difficulties in Measuring ROI and Attribution Across Devices

One of the primary hurdles in cross-device marketing is accurately tracking return on investment (ROI). Many marketers struggle to connect the dots between initial ad interactions and final conversions, making it difficult to justify marketing spend and optimize campaigns effectively. This challenge is further compounded by difficulties in attributing conversions across multiple devices and platforms.

• Almost half, specifically 47%, of marketers aren’t measuring the ROI of their content marketing efforts, which is essential for budget allocation and demonstrating the value of marketing activities. Source
• According to a recent study, 39% of marketers identify proving the ROI of marketing activities as a top inbound marketing challenge within their organizations. Source
• A WPromote report indicates that a staggering 85% of B2B marketers find it difficult to connect marketing performance to tangible business outcomes. Source
• Engaging with a PPC ad makes customers 52% more inclined to contact the business directly. Source
• A significant 26% of marketers recognize that accurate data improves their overall ROI, highlighting the need for precise analytics in marketing strategies. Source
• 44% of businesses lack a quantitative understanding of their marketing’s impact, highlighting a significant gap in performance measurement. Source

Effectively tracking ROI in cross-device campaigns demands a robust analytics framework, advanced attribution tools, and a clear understanding of the customer journey. By implementing call tracking, leveraging accurate data for decision-making, and integrating your marketing tools to create a holistic view of customer interactions across all touchpoints, marketers can gain a better grasp of their marketing performance. Pro Tip: Focus on investing in advanced attribution tools that can provide a clearer picture of the customer journey across devices, helping you to accurately measure ROI and optimize your marketing efforts.

Navigating User Intent Across Devices: Maximizing Both Reach and Conversions

Marketers face a tricky balancing act: capturing widespread attention on mobile while securing conversions on desktop. As users effortlessly shift between devices throughout their buying journey, it’s clear that a one-size-fits-all approach to cross-device campaigns leaves conversion potential on the table. Understanding not just where traffic comes from, but how intent and confidence differ by device, is the key to unlocking better results.

• Mobile devices account for approximately 50.5% of website traffic, while desktop computers contribute around 46.5%. Source
• Globally, mobile devices generate about 59% of all internet traffic, highlighting the appeal of on-the-go accessibility for a significant portion of internet users. Source
• In the United States, web traffic is nearly evenly split between mobile (49%) and desktop (48%). Source
• As of November 2024, mobile devices accounted for 64.04% of all internet traffic, while desktop computers accounted for 35.96%. Source
• Despite the convenience of mobile shopping, desktop users convert at a higher rate (3%) compared to mobile users (2%). Source
• Desktop platforms generally see higher conversion rates, averaging around 3.7%, while mobile conversion rates lag at approximately 2.2%. Source
• Around 61% of consumers are more inclined to make purchases from websites that offer a mobile-friendly experience. Source

What these numbers reveal is a persistent gap between where users browse and where they ultimately complete transactions. Mobile dominates discovery, but when it’s time to convert—especially for higher-value or complex purchases—users often switch to desktop for convenience and trust. Brands that map their content and calls to action to the likely intent of each device can guide prospects more fluidly through the funnel.

Pro Tip: Go beyond responsive design—review your analytics to uncover where users drop off in their mobile journey, and adjust your forms, checkout processes, and CTAs for on-the-go simplicity. Layering device-specific retargeting and deep links can help bridge that gap, recapturing mobile visitors when they’re ready to convert on desktop.

Mobile Commerce: Where Shopping Habits and Device Preferences Collide

While it’s tempting to treat mobile as just another touchpoint, the reality is that for many consumers, it’s the main stage for browsing, comparing, and purchasing. Mobile commerce’s explosive growth isn’t just about convenience—it’s a reflection of how integral smartphones are in shaping purchase decisions and brand interactions. To truly unlock mobile’s potential, marketers must dig deeper into which mobile behaviors actually drive conversions and loyalty.

• Mobile commerce is predicted to hit a massive $2.52 trillion in sales for 2024, which is a 16.3% increase from the $2.16 trillion in 2023. Source
• In 2024, over 187 million people in the U.S. are expected to shop on their mobile devices, representing 66% of the American population. Source
• A staggering 97.6% of internet users between 16 and 24 years old own a smartphone, highlighting the necessity of mobile-centric strategies for reaching this demographic. Source
• Mobile shoppers primarily utilize their devices to compare prices (49%), redeem mobile coupons (40%), and gather information about products of interest (30%). Source

The numbers underscore how mobile devices are central to the customer journey, not just at the point of purchase but from discovery to decision-making. Brands vying for attention in this space need to look beyond basic mobile optimization—embracing dynamic content, frictionless checkout, and features tailored to on-the-go research and savings. Pro Tip: Go beyond responsive design by implementing features like one-click checkout, app-exclusive offers, and real-time price alerts to capture attention and drive loyalty in an increasingly mobile-first shopping world.

For businesses navigating these challenges, leveraging digital marketing strategies for small businesses can pave the way to a more streamlined and effective approach.

Turning Untapped Data into Real Personalization Opportunities

While brands have access to oceans of data, translating those insights into actionable and personalized cross-device marketing remains a stumbling block for many. The disconnect isn’t just a technical issue—it’s often about mindset and strategy, especially with privacy reforms reshaping how marketers approach user tracking and engagement.

• An overwhelming 87% of marketers admit that data is their most underutilized resource. WebFX
• Even as third-party cookies phase out, only 25% of marketers are leaning into first-party data strategies, and 41% aren’t preparing for a cookie-free marketing reality at all. HubSpot

The roadblock isn’t a lack of ambition—it’s about bridging the gap between data collection and data activation. As privacy standards evolve, marketers who succeed will be those who weave consent-based, first-party data into the fabric of their cross-device strategies, creating seamless and personalized experiences whether a customer is on mobile, desktop, or smart TV.

Pro Tip: Go beyond just integrating a data management platform—make data accessibility a shared goal across marketing, sales, and customer service. Run workshops to upskill teams on interpreting and activating data, and launch value-driven tactics (like exclusive content or loyalty perks) to encourage customers to share their data willingly. The brands that build trust and value exchange will unlock the full power of personalization—and outpace hesitant competitors.

Navigating Mobile Ad Blockers: How Brands Can Adapt

Mobile ad blockers are quietly shifting the landscape of digital advertising. As consumers grow more protective of their online experience, marketers are grappling with a shrinking window to capture attention on mobile devices. Rather than fighting the tide, brands must rethink how they connect with audiences who deliberately sidestep traditional ads.

• 15% of US smartphone users have installed ad blockers, reducing exposure to standard mobile advertising. Source
• Globally, more than 615 million devices are equipped with ad blockers, further shrinking the available inventory for paid campaigns. Source

The widespread adoption of ad blockers signals that consumers expect more respectful and relevant brand interactions. Instead of persisting with disruptive ads, marketers have an opportunity to diversify tactics—native advertising, branded content, and influencer partnerships all provide new ways to build trust and reach audiences without interruption.

Pro Tip: Audit your current ad placements and messaging for potential “ad fatigue” triggers. Then, prioritize contextually relevant content and storytelling that feels organic to the platforms your audience uses most—this increases the odds your message will get through, even as digital walls go up.

Navigating the Maze: Why Disconnected Teams and Fragmented Journeys Derail Campaign Success

As digital behavior becomes more unpredictable, brands are contending with a buyer’s journey that zigzags across apps, devices, and touchpoints. Yet, while customers expect a seamless experience wherever they go, many marketing teams are still struggling to keep pace—often hampered by disconnected strategies and internal silos that make cross-device attribution and unified messaging a persistent headache.

• Modern users are everywhere: people juggle an average of 6.7 social media platforms each month, highlighting just how scattered attention spans have become.
• Buyers are empowered and informed—59% of shoppers start with Google research before deciding, whether they end up purchasing in-store or online.
• 73% of retail shoppers use multiple channels, showing that brand interactions don’t follow a linear path.
• Internal misalignment is a real obstacle—45% of marketers cite difficulty in achieving sales and marketing alignment, impacting unified execution.
• A staggering 70% of marketing teams lack an integrated content strategy, making it tough to deliver a consistent brand voice across touchpoints.
• However, when teams do break down silos, the payoff is significant: integrated efforts can drive 31% higher campaign efficiency.
• The financial rewards are just as compelling—integrated marketing campaigns deliver up to 50% more ROI.
• Perhaps most telling, only 27% of senior marketers feel their omnichannel experiences are well-aligned, pointing to a major opportunity for competitive advantage.

The disconnect between where users actually interact and how brands operate behind the scenes is a core reason why many cross-device campaigns stall out or underperform. Staying competitive today means investing in more than just channel expansion—it’s about building bridges internally, adopting unified data strategies, and empowering teams to collaborate fluidly across every stage of the funnel. Brands that succeed aren’t just present everywhere their customers are—they ensure the experience feels connected, intentional, and tailored at every step.

For businesses that feel overwhelmed by the complexity of creating synchronized, cross-channel campaigns, considering full-service marketing solutions can be a game-changer. These services offer integrated strategies that unify efforts across SEO, content, email, social media, and more, enabling marketers to focus on crafting cohesive, impactful customer experiences.

Pro Tip: Break down knowledge barriers by championing regular cross-department workshops and shared KPIs. Consider leveraging a Customer Data Platform (CDP) to unify insights from every channel, enabling smarter personalization and a truly integrated customer journey.

Adapting Cross-Device Strategies to a Cookieless, Privacy-Driven World

The demise of third-party cookies and escalating privacy concerns have fundamentally rewritten the rules for cross-device campaigns. As browsers enforce stricter consent models and regulators clamp down on data misuse, marketers can no longer rely on legacy tracking tactics to connect the dots across devices. Instead, those who succeed will be the ones who not only embrace new technologies and ethical data practices, but also differentiate their brand by putting transparency and consumer trust at the core of their digital strategies.

• Google is shifting the responsibility for phasing out third-party cookies in Chrome to consumers by implementing a consent-based cookie model. Source, Source
• Data privacy remains a paramount concern for consumers, and regulations like GDPR and CCPA are influencing data collection and usage. In 2025, prioritizing privacy in marketing is essential, and brands that neglect data security risk losing consumer trust. Source
• 75% of marketers still depend on third-party cookies, despite growing concerns about their reliability and privacy implications. Source
• A concerning 72% of companies haven’t reviewed their ad campaigns in over a month, indicating a potential waste of resources and missed opportunities for optimization. Source
• With the decline of third-party cookies, the importance of first-party data, content marketing, and email marketing has surged, alongside a greater emphasis on responsible data use and social responsibility for brand credibility and customer loyalty. Source

The brands that navigate these privacy shifts most effectively are those that act early—moving away from third-party dependencies and championing the value of consent-driven, first-party relationships. By actively refreshing campaign strategies, investing in robust analytics, and communicating clearly about data use, marketers can transform compliance from a challenge into a competitive edge.

Pro Tip: Make first-party data your cornerstone. Experiment with creative value exchanges—exclusive content, loyalty programs, or personalized offers—to encourage users to share their information willingly. Pair these efforts with cutting-edge analytics tools and regular campaign audits to ensure your cross-device strategies stay relevant, effective, and compliant in a privacy-first landscape.

Conclusion

Conclusion

Navigating the complexities of cross-device campaigns requires a delicate balance of strategy, technology, and adaptability. From optimizing mobile and desktop experiences to addressing data privacy concerns and ad blocker usage, marketers face a rapidly evolving landscape that demands innovative approaches. The statistics shared in this article highlight not only the challenges but also the immense opportunities available for those ready to embrace smarter attribution models, integrated marketing efforts, and customer-centric strategies.

By leveraging advanced analytics, prioritizing first-party data, and aligning marketing teams, businesses can overcome the hurdles of fragmented user journeys and disconnected touchpoints. Additionally, understanding the nuances of mobile commerce and investing in seamless user experiences can unlock new pathways to drive conversions and build brand loyalty.

The road to cross-device campaign success is not without its challenges, but with the right tools and mindset, marketers can turn obstacles into opportunities. Ready to boost your traffic and grow your website? Your customers are looking for you, and our SEO services can help you be found across search engines. Let’s tackle these challenges together and take your marketing strategy to the next level.