Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBE
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The document discusses cross device tracking, its importance, and a step-by-step implementation guide. It covers how to define key performance indicators, user identification, and Google Analytics configuration, emphasizing data privacy by prohibiting personal data uploads. The document concludes with insights on enhancing the customer journey and the technical knowledge required for effective implementation.
Cross-device tracking with Google Analytics - Thomas Danniau @ gaucBE
- 1. Cross device tracking Thomas Danniau #gauc @danniau
- 3. Agenda Why Cross Device tracking? How Cross Device tracking Works? Step by Step Implementation Analyse the data Extra tweak Learnings and takeaways
- 4. Why Cross Device tracking?
- 7. At which stage do smartphone users use their smartphone? source: Google, Mobile in the Purchase Journey (http://www.thinkwithgoogle.com/tools)
- 8. Real value?
- 9. First interaction? Assist Interaction? Last interaction? source: Google, The Customer Journey to Online Purchase (http://www.thinkwithgoogle.com/tools)
- 10. How Cross Device Measurement Works?
- 12. Without Cross device tracking 3 users
- 13. With Cross device tracking 1 user
- 14. Step by step implementation?
- 16. Step 1: Define your KPI’s
- 17. Step 1: Define your KPI’s What is the mobile share in this journey?
- 18. Step 1: Define your KPI’s (basic example)
- 19. Step 2: define the USER ID User-ID Email Password Name FBID 123 tdanniau@reference.be ********* Thomas 10152127 tdanniau@reference.be ******** 123
- 20. 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
- 21. 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
- 22. Step 2: define the User-ID CRM
- 23. Step 3: Overwrite the (GA) User-ID
- 24. Step 3: Overwrite the (GA) User-ID with GTM
- 25. Step 3: Overwrite the (GA) User ID with GTM
- 26. Step 3: Overwrite the (GA) User ID with GTM
- 27. Step 4: GA configuration
- 28. 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
- 29. Analyse the data
- 30. Analyse the data > User-ID Coverage 7,3% Master view (New) User-ID view
- 31. Analyse the data
- 32. Analyse the data > Device Overlap
- 33. Analyse the data > Device Overlap
- 34. Analyse the data > Device Paths
- 35. Analyse the data > Acquisition Device Assited Revenue Ex.
- 37. Time lag
- 38. Extra insights Device Overlap Device Paths Acquisition Device Other perspective of time lag, assisted conversions, …
- 39. Extra insights Device Overlap Device Paths Acquisition Device Other perspective of time lag, assisted conversions, … Events / User Cross Browser / User Landing pages / User … Limitations?
- 40. Extra tweak
- 41. Cross device tracking – Custom dimension
- 42. Extra tweak: add custom dimension
- 43. Extra tweak: add custom dimension
- 44. Extra tweak: add custom dimension
- 45. Cross device tracking – Custom dimension
- 47. Cross device tracking will redesign the customer journey
- 49. Go for a high User-ID Coverage
- 50. Add the User-ID to the email links
- 51. Add the User-ID as custom dimension for extra insights
- 52. You need technical knowledge to implement cross device tracking