We all use several devices and browsers to visit the same content on the web, on mobile and apps. A few months ago we were guessing and trying to get a grip on the customer journey on all these devices. But now the time that we can measure, estimate and understand cross device usage has arrived! Learn how to understand and setup cross device measurement. What can you learn from it and what are the benefits to understand the cross device behavior of your customers?

1. Cross device tracking
Thomas Danniau
@danniau
#ReferenceMobile

3. 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

4. Why Cross Device tracking?

5. source: Google, the-new-multi-screen-world-study
(http://www.thinkwithgoogle.com/research-studies)

6. At which stage do smartphone users use their
smartphone?
source: Google, Mobile in the Purchase Journey
(http://www.thinkwithgoogle.com/tools)

7. Real value?

8. First interaction? Assist Interaction? Last
interaction?
source: Google, The Customer Journey to Online Purchase
(http://www.thinkwithgoogle.com/tools)

9. How Cross Device Measurement
Works?

10. Without Cross device tracking
3 users

11. With Cross device tracking
1 user

12. Step by step implementation?

13. Step 1: Define your KPI’s
What is the mobile share in this journey?

14. Step 1: Define your KPI’s (basic example)

15. Step 2: define the USER ID
User-ID Email Password Name FBID
123 tdanniau@reference.be ********* Thomas 10152127
tdanniau@reference.be
********
123

16. Step 2: define the User-ID
CRM User-ID (cookie)
FB User-ID
Emailaccount
Login 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

17. Step 2: define the User-ID
CRM User-ID
FB User-ID
Emailaccount
Login User-ID
CMS 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
tdanniau@reference.be => c9d574f323608405cd11eea4bd4c6b32

18. Step 2: define the User-ID
CRM

19. Step 3: Overwrite the (GA) User-ID with GTM

20. 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

21. Analyse the data

22. Analyse the data > User-ID Coverage
13,12%
Master view (New) User-ID view

23. Analyse the data

24. Analyse the data > Device Overlap >
insurance company

25. Analyse the data > Device Overlap > News site

26. Analyse the data > Device Paths

27. Analyse the data > Acquisition Device
Assited Revenue
Ex.

28. Assisted conversions

29. Assisted conversions

30. Extra insights
Device Overlap
Device Paths
Acquisition Device
Other perspective of time lag, assisted conversions, …

31. What about APP tracking?

32. What about APP tracking

33. What about APP tracking?
Web tracking App Tracking
Setup Javascript
Plug and play
One code for each browser
SDK
Define 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

34. http://youtu.be/C27yMQOS8n0
What about IoT?

35. What about IoT?

36. What about IoT?

37. Learnings and takeaways?

38. Cross device tracking will redesign the
customer journey

40. Go for a high User-ID Coverage

41. Add the User-ID to the email links

42. Watch out when combining APP & Web
Data

43. You need technical knowledge to
implement cross device tracking

44. Q&A
tdanniau@reference.be
@danniau
#ReferenceMobile