Last week at the Web Summit in Dublin, Ireland, I heard a couple of sessions about the tracking difficulties that all website owners are dealing with. According to Facebook’s Erik Johnson, the issue was far worse than many of us thought. Some of the data he shared were very concerning especially to the e-commerce site owners as we are entering this year’s holiday seasons.

Here are some of the numbers he shared:

• 60 percent of consumers use at least two devices per day, and 40 percent begin shopping on one device and finish on another.
• 21 percent of conversions aren