Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBE

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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?

Published in: Marketing

Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBE

  1. 1. Cross device tracking Thomas Danniau #gauc @danniau
  2. 2. Agenda Why Cross Device tracking? How Cross Device tracking Works? Step by Step Implementation Analyse the data Extra tweak Learnings and takeaways
  3. 3. Why Cross Device tracking?
  4. 4. source: Google, the-new-multi-screen-world-study (http://www.thinkwithgoogle.com/research-studies)
  5. 5. source: Google, the-new-multi-screen-world-study (http://www.thinkwithgoogle.com/research-studies)
  6. 6. At which stage do smartphone users use their smartphone? source: Google, Mobile in the Purchase Journey (http://www.thinkwithgoogle.com/tools)
  7. 7. Real value?
  8. 8. First interaction? Assist Interaction? Last interaction? source: Google, The Customer Journey to Online Purchase (http://www.thinkwithgoogle.com/tools)
  9. 9. How Cross Device Measurement Works?
  10. 10. https://www.youtube.com/watch?v=Rs rAcxIsQHU#t=175
  11. 11. Without Cross device tracking 3 users
  12. 12. With Cross device tracking 1 user
  13. 13. Step by step implementation?
  14. 14. Step 1: Define your KPI’s
  15. 15. Step 1: Define your KPI’s What is the mobile share in this journey?
  16. 16. Step 1: Define your KPI’s (basic example)
  17. 17. Step 2: define the USER ID User-ID Email Password Name FBID 123 tdanniau@reference.be ********* Thomas 10152127 tdanniau@reference.be ******** 123
  18. 18. Step 2: define the User-ID CRM User-ID 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
  19. 19. Step 2: define the User-ID CRM User-ID 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 tdanniau@reference.be => c9d574f323608405cd11eea4bd4c6b32
  20. 20. Step 2: define the User-ID CRM
  21. 21. Step 3: Overwrite the (GA) User-ID
  22. 22. Step 3: Overwrite the (GA) User-ID with GTM
  23. 23. Step 3: Overwrite the (GA) User ID with GTM
  24. 24. Step 3: Overwrite the (GA) User ID with GTM
  25. 25. Step 4: GA configuration
  26. 26. 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
  27. 27. Analyse the data
  28. 28. Analyse the data > User-ID Coverage 7,3% Master view (New) User-ID view
  29. 29. Analyse the data
  30. 30. Analyse the data > Device Overlap
  31. 31. Analyse the data > Device Overlap
  32. 32. Analyse the data > Device Paths
  33. 33. Analyse the data > Acquisition Device Assited Revenue Ex.
  34. 34. Assisted conversions
  35. 35. Time lag
  36. 36. Extra insights Device Overlap Device Paths Acquisition Device Other perspective of time lag, assisted conversions, …
  37. 37. Extra insights Device Overlap Device Paths Acquisition Device Other perspective of time lag, assisted conversions, … Events / User Cross Browser / User Landing pages / User … Limitations?
  38. 38. Extra tweak
  39. 39. Cross device tracking – Custom dimension
  40. 40. Extra tweak: add custom dimension
  41. 41. Extra tweak: add custom dimension
  42. 42. Extra tweak: add custom dimension
  43. 43. Cross device tracking – Custom dimension
  44. 44. Learnings and takeaways?
  45. 45. Cross device tracking will redesign the customer journey
  46. 46. Go for a high User-ID Coverage
  47. 47. Add the User-ID to the email links
  48. 48. Add the User-ID as custom dimension for extra insights
  49. 49. You need technical knowledge to implement cross device tracking
  50. 50. Q&A tdanniau@reference.be #gauc @danniau

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