Cross-Device Measurement with Google Analytics. Example using Bocce and Hubpot. Walk-through of how to best get started using the Universal Analytics measurement protocol.

1. All Things DATA
Cross Device Measurement
w/ Google Analytics
@CharlesFarina #ATDconf

2. About Me – Charles Farina
 Certified Web Analyst from Digital Analytics Association
 5+ Years of Google Analytics Experience
 Over 100 Enterprise Implementations of Google Analytics
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

3. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
 Where are we as an industry
 Example and how to
 Successes and hard learning's
Agenda

4. What I’ve Tracked with Google Analytics
@CharlesFarina #ATDconf

5. What is
Cross Device
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

6. Cross Device
Demo
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

8. Goals
@CharlesFarina #ATDconf

10. Setup
 Bocce Court
 Microsoft Kinect w/ Custom App
 C#
 App Engine (Python)
 D3.js
 Microsite w/ Hubspot
 Measurement Protocol for Universal Analytics
 V1 – C Library
 V2 – Python Library
@CharlesFarina #ATDconf

12. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL

13. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL

14. Live Leaderboards
@CharlesFarina #ATDconf

15. The Data in Google Analytics
@CharlesFarina #ATDconf

16. Tracking Movement
@CharlesFarina #ATDconf

17. Tracking Scores and Leaders
@CharlesFarina #ATDconf

18. Tracking Teams
@CharlesFarina #ATDconf

19. Tracking Firmographics
@CharlesFarina #ATDconf

20. Sign Up
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

21. Results
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

22. Why Cross Device
Is Challenging
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

23. Barriers
@CharlesFarina #ATDconf

24. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
How Would You Track This?
@CharlesFarina #ATDconf

25. How Would You Track This?

26. How To:
Effective Cross Device
Measurement
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

27. Start With a Plan
@CharlesFarina #ATDconf

28. Specifics to Setup
In Google Analytics
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

29. The Code – Measurement Protocol
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
AP Code Libraries: analyticspros.com/tools/code/
 Python, C PHP (Universal)
 Future: Your project
Roku: https://github.com/thyngster/roku-universal-analytics
Windows 8: https://googleanalyticssdk.codeplex.com/
iOS & Android:
https://developers.google.com/analytics/devguides/collecti
on/mobile/Image Source: Flickr (Mack Male + Torkild Retvedt)

30. Account Configuration: Two Options
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
 Option 1: Unified views within one property
 Option 2: Roll-Up Reporting (Premium Only)
@CharlesFarina #ATDconf

31. User-ID
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

32. Turn on User-ID Override
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

33. Actually Read the TOS
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

34. Are You Currently Violating TOS?
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

35. The Musts
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
 You HAVE to Inform Users
 No PII or Device Identifiers
 Only Stitch Unauthenticated Sessions with Consent or when
Legal
@CharlesFarina #ATDconf

36. Session Stitching?
(C) 2015 Analytics Pros, Inc. - CONFIDENTIALImage Source: Google Analytics Developer Site

37. Sending UserId to GTM
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
dataLayer.push({
'event': ’user-authentication',
’userId': ‘123-wDa3',
’join-date': ’20141203',
’purchase-total': ’11',
’lead-status': ’5’
});
Simo Tutorial - http://goo.gl/6nsKR3
@CharlesFarina #ATDconf

38. Using an Existing Cookie – Preferred Option
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

39. Sending it to Google Analytics
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

40. Default Cross Device Reports
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

41. Adhoc Reports are Everything
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

42. No Planning
=
No Value
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

43. Advice for
Getting Started
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

44. Advice for Getting Started
 Do Not Ignore The P Word
 Start Small
 Roadmap is Critical
 Google Analytics Can Not Do Everything
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL

45. What The Future Holds
Digital Platforms
Customer Data
Physical
Digital Analytics
Analysis & Insights
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

46. (C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Thank You!
@CharlesFarina
#ATDconf
@AnalyticsPros

47. Read This: http://goo.gl/d5qAWz
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf

48. Manage with Filters
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf