Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBE
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Cross device tracking Thomas Danniau #gauc @danniau
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19-Oct-2014 -
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Once upon a time, we only used one PC to visit a website. After a while we were using several computers and browsers to visit the same websites. A few years ago we also started using smartphones and tablets to explore the www … We are still guessing and trying to get a grip on the customer journey between all these devices. But hooray! The time that we can measure, estimate and understand the cross device usage has arrived! Learn how to understand and setup cross device measurement. What did we learn from it and what are the benefits to understand the cross device behavior of your customers?
Transcript of Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBE
Cross device tracking
Thomas Danniau
#gauc@danniau
Agenda
Why Cross Device tracking?
How Cross Device tracking Works?
Step by Step Implementation
Analyse the data
Extra tweak
Learnings and takeaways
Why Cross Device tracking?
source: Google, the-new-multi-screen-world-study (http://www.thinkwithgoogle.com/research-studies)
source: Google, the-new-multi-screen-world-study (http://www.thinkwithgoogle.com/research-studies)
At which stage do smartphone users use their smartphone?
source: Google, Mobile in the Purchase Journey(http://www.thinkwithgoogle.com/tools)
Real value?
First interaction? Assist Interaction? Last interaction?
source: Google, The Customer Journey to Online Purchase(http://www.thinkwithgoogle.com/tools)
How Cross Device Measurement Works?
https://www.youtube.com/watch?v=RsrAcxIsQHU#t=175
Without Cross device tracking
3 users
With Cross device tracking
1 user
Step by step implementation?
Step 1: Define your KPI’s
Step 1: Define your KPI’s
What is the mobile share in this journey?
Step 1: Define your KPI’s (basic example)
Step 2: define the USER ID
User-ID Email Password Name FBID
123 [email protected] ********* Thomas 10152127
********
123
Step 2: define the User-ID
CRM User-ID FB User-ID EmailaccountLogin User-ID…
Warning!You cannot upload personal data to Google Analytics (names, social security numbers, email addresses, or any similar data) to GA
Fix => (MD5) encryption
c9d574f323608405cd11eea4bd4c6b32
Step 2: define the User-ID
CRM User-ID FB User-ID EmailaccountLogin User-ID…
Warning! You cannot upload personal data to Google Analytics (names, social security numbers, email addresses, or any similar data) to GA
Fix => (MD5) encryption
[email protected] => c9d574f323608405cd11eea4bd4c6b32
Step 2: define the User-ID
CRM
Step 3: Overwrite the (GA) User-ID
Step 3: Overwrite the (GA) User-ID with GTM
Step 3: Overwrite the (GA) User ID with GTM
Step 3: Overwrite the (GA) User ID with GTM
Step 4: GA configuration
Step 4: GA configuration
Master view (New) User-ID view
NO Cross device trackingAll sessions
Historical data
Cross device trackingAssigned sessionsNO Historical data
GA creates a new view
Analyse the data
Analyse the data > User-ID Coverage
7,3%
Master view (New) User-ID view
Analyse the data
Analyse the data > Device Overlap
Analyse the data > Device Overlap
Analyse the data > Device Paths
Analyse the data > Acquisition Device
Assited RevenueEx.
Assisted conversions
Time lag
Extra insights
Device OverlapDevice PathsAcquisition DeviceOther perspective of time lag, assisted conversions, …
Extra insights
Device OverlapDevice PathsAcquisition DeviceOther perspective of time lag, assisted conversions, …
Events / UserCross Browser / User Landing pages / User…
Limitations?
Extra tweak
Cross device tracking – Custom dimension
Extra tweak: add custom dimension
Extra tweak: add custom dimension
Extra tweak: add custom dimension
Cross device tracking – Custom dimension
Learnings and takeaways?
Cross device tracking will redesign the customer journey
Go for a high User-ID Coverage
Add the User-ID to the email links
Add the User-ID as custom dimension for extra insights
You need technical knowledge to implement cross device tracking
