When business meets measurement protocol Measurement protocol is an essential part of the already rich Google Analytics feature set allowing data collection from various non web/app customer touch points (think offline). The ability to tie user behavior across the entire business ecosystem is pretty much a must these days yet there are some nuances each implementation needs to consider in order to preserve and correctly attribute user interactions. In other words mapping business activities to the Google Analytics user / session / hit model. The Measurement protocol cases will show: How to preserve geo, traffic and device information How to / what to send in a recurring transaction case How to / what to send in a delayed transaction case

1. When
Business
meets
Measurement
Protocol

2. When Business meets Measurement Protocol@zorinatesc#ATD2017
Hi,
I am Zorin.
I work with most Google Tools available and sometimes there is success
involved.

3. When Business meets Measurement Protocol@zorinatesc#ATD2017
What is Measurement protocol?
… a method which allows
developers to make HTTP
requests to send raw user
interaction data directly to Google
Analytics servers.
“Measurement Protocol defines
how you can send data to
Google Analytics from any
system or any device.”
Juston Cutroni

4. When Business meets Measurement Protocol@zorinatesc#ATD2017

5. When Business meets Measurement Protocol@zorinatesc#ATD2017
Why or How does it fit today's business models
Users are:
1) Everywhere
2) Interact everywhere
3) Purchase anywhere possible
We want to Track all available Touchpoints and Attribute!

6. When Business meets Measurement Protocol@zorinatesc#ATD2017
The Usual MP scenario
Payload
(clientId, geo, traffic)

7. When Business meets Measurement Protocol@zorinatesc#ATD2017
We will cover
The Payload - or better say what Google Analytics collects!
How to preserve geo, traffic and device information
How to / what to send in a recurring transaction case
How to / what to send in a delayed transaction case

8. When Business meets Measurement Protocol@zorinatesc#ATD2017
The Tool
Test it, play with it and plan accordingly!
https://ga-dev-tools.appspot.com/hit-builder/

9. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Hit Endpoint
Host: www.google-analytics.com
/debug/collect - used for testing and validation
/collect - used for sending regular hits
/batch - used for sending multiple regular hits (max 20 hits, total < 16Kb, hit
< 8Kb)

10. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Hit Essentials
Essential parameters for a Valid Hit! (https://goo.gl/X47QcH)
Required parameters:
v=1 // Version.
&tid=UA-XXXXX-Y // Tracking ID / Property ID.
&cid=555 // Anonymous Client ID.
&t= // Hit Type.

11. Delay

12. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
When the actual conversion happens outside the default session window.
Last known hit +30 minutes
Daily reset.
Usually applicable to fast risk assessment processes, 3rd party service
dependencies, Cash on Delivery or any delayable payment method.
Applicable ONLY WHEN there is a low probability of a session happening
between Lead (intent) and the Measurement protocol hit (conversion).

13. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
Scenario:
Intent
On site
MP
Transaction
Off site
time

14. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
Required parameters
{

15. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
Basic event hit parameters
{

16. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Device - Preserving Attribution
ua - User agent
Mozilla/5.0 (Windows NT 10.0; WOW64) AppleWebKit/537.36 (KHTML, like Gecko)
Chrome/57.0.2987.133 Safari/537.36
Without it the attribution defaults to the server fingerprint - usually all Desktop.

17. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Geo - Preserving Attribution
IF you have an IP address - uip (User IP address)
IF you store the actual location - geoid (geographical override)
Without it the attribution defaults to server geo location based on IP.

18. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
GEO and Device attribution
{

19. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
Ecommerce Info
Enhanced Ecommerce:
{

20. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Delayed Transaction
The Non interaction nature
of the hit:
{ As there was no session performed on site!

21. When Business meets Measurement Protocol@zorinatesc#ATD2017

22. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Recurring or Offline transaction
Similar approach to Delayed transactions with a twist - we send the traffic
source information about the source ‘attributed’ with the initial sales or intent
as there is a high probability a person can visit the site in between.
Initial sales /
Intent
MP
Transaction
Subsequent
sessions
Attribution
issue
time
Initial Traffic source

23. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Traffic - Preserving Attribution
IF AdWords - gclid
IF DoubleClick - dclid
IF named campaign - cs (campaign source), cm (medium), cn (name)
IF just another referral - dr (document referrer)
Without it the attribution defaults to (direct) / (none) - mind the Last Non Direct Attribution Model.

24. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - Preserving Traffic
OR
OR
Traffic source info:
{

25. When Business meets Measurement Protocol@zorinatesc#ATD2017
MP - To remember
1. Always send a customized User Agent, never the default server one as
Google Analytics may consider you a Bot.
2. Enrich the ‘user data’ inside the payload to preserve attribution
3. MP payload size - keep it minimal - below 8Kb. Use Data Import as an
option if you expect payloads to be larger.
4. Send with a non interaction event (attribution and info stays intact both in
standard and MCF reports).
5. Mind the view filters - whatever you set up mimic in payload
6. Whatever you send to Google Analytics it gets reported on the date the

26. When Business meets Measurement Protocol@zorinatesc#ATD2017
Thank you! Measure!
Zorin Radovancevic (web analyst at escapestudio.(net|hr))
zorin@escapestudio.net
@zorinatesc