cross-device tracking with google analytics - thomas danniau @ gaucbe
Post on 19-Oct-2014
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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 tdanniau@reference.be ********* Thomas 10152127
tdanniau@reference.be
********
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
tdanniau@reference.be => 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
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