In this episode of Growth Masterminds, host John Koetsier chats with Singular product manager Gali Housman and product marketing manager Kelsey Lee about the complexities of cross-platform performance marketing. They discuss the necessity of tracking customer journeys across platforms to gain full return on investment and to adhere to user privacy concerns. Singular, their platform of choice, has increasingly evolved to address these intricacies providing tools to measure gaming engagement and the effectiveness of marketing strategies across platforms. Kelsey emphasizes the need for an end-to-end solution to manage the influx of data while ensuring full measurement by marketers. 00:00 Introduction to Journey Tracking in Marketing 00:27 Welcome to Growth Masterminds 00:56 Challenges in Cross-Platform Marketing 01:30 Changes in the Gaming Industry 01:45 The Impact of the Pandemic on Gaming 02:27 The Shift to Mobile Marketing 03:05 The Role of Privacy in Marketing 03:24 The Future of Cross-Platform Games 05:06 The Challenges of Cross-Platform Marketing 06:17 The Importance of User Tracking 10:58 The Role of Conversions API in Marketing 16:13 The Benefits of Cross-Platform Solutions 20:52 The Future of Cross-Platform Marketing 22:17 Conclusion and Wrap Up