cross device tracking - thomas danniau
TRANSCRIPT
Cross device tracking
Thomas Danniau
@danniau
#ReferenceMobile
Agenda
Why Cross Device tracking?
How Cross Device tracking Works?
Step by Step Implementation
Analyse the data
What about APP (& IoT) tracking?
Learnings and takeaways
Why Cross Device tracking?
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?
Without Cross device tracking
3 users
With Cross device tracking
1 user
Step by step implementation?
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 (cookie)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) toGA
Fix => (MD5) encryption
c9d574f323608405cd11eea4bd4c6b32
Step 2: define the User-ID
CRM User-ID FB User-ID EmailaccountLogin User-IDCMS User ID (cookie)…
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 with GTM
Step 4: GA configuration
Master view (New) User-ID view
NO Cross device tracking
All sessions
Historical data
Cross device tracking
Assigned sessions
NO Historical data
GA creates a new view
Analyse the data
Analyse the data > User-ID Coverage
13,12%
Master view (New) User-ID view
Analyse the data
Analyse the data > Device Overlap >
insurance company
Analyse the data > Device Overlap > News site
Analyse the data > Device Paths
Analyse the data > Acquisition Device
Assited Revenue
Ex.
Assisted conversions
Assisted conversions
Extra insights
Device Overlap
Device Paths
Acquisition Device
Other perspective of time lag, assisted conversions, …
What about APP tracking?
What about APP tracking
What about APP tracking?
Web tracking App Tracking
Setup Javascript Plug and play
One code for each browser
SDKDefine each screenview & event
Android vs iOS vs Windows Phone
Views Pageview Screenview
Mediums Organic (ex. Google), Referral,Banner, email, …
?
Technical info Browser, hostname, sitespeed Device, App version, Bug reporting,
Overlap Sessions, Users, Country, Language, Events, Conversion Goals, eCommerce tracking
Custom dimensions
What about IoT?
What about IoT?
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
Watch out when combining APP & Web Data
You need technical knowledge toimplement cross device tracking
