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?

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?

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

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

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?

11. https://www.youtube.com/watch?v=Rs
rAcxIsQHU#t=175

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.

36. Assisted conversions

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

46. Learnings and takeaways?

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

53. Q&A
tdanniau@reference.be
#gauc
@danniau