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All Things DATA
Cross Device Measurement
w/ Google Analytics
@CharlesFarina #ATDconf
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
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Where are we as an industry
Example and how to
Successes and hard learning's
Agenda
What I’ve Tracked with Google Analytics
@CharlesFarina #ATDconf
What is
Cross Device
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Cross Device
Demo
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Goals
@CharlesFarina #ATDconf
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
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Live Leaderboards
@CharlesFarina #ATDconf
The Data in Google Analytics
@CharlesFarina #ATDconf
Tracking Movement
@CharlesFarina #ATDconf
Tracking Scores and Leaders
@CharlesFarina #ATDconf
Tracking Teams
@CharlesFarina #ATDconf
Tracking Firmographics
@CharlesFarina #ATDconf
Sign Up
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Results
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Why Cross Device
Is Challenging
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Barriers
@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
How Would You Track This?
@CharlesFarina #ATDconf
How Would You Track This?
How To:Effective Cross Device
Measurement
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Start With a Plan
@CharlesFarina #ATDconf
Specifics to Setup
In Google Analytics
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
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/collection/mobile/
Image Source: Flickr (Mack Male + Torkild Retvedt)
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
User-ID
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Turn on User-ID Override
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Actually Read the TOS
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Are You Currently Violating TOS?
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
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
Session Stitching?
(C) 2015 Analytics Pros, Inc. - CONFIDENTIALImage Source: Google Analytics Developer Site
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
Using an Existing Cookie – Preferred Option
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Sending it to Google Analytics
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Default Cross Device Reports
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Adhoc Reports are Everything
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
No Planning
=
No Value
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Advice for
Getting Started
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
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
What The Future Holds
Digital Platforms
Customer Data
Physical
Digital Analytics
Analysis & Insights
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL
Thank You!
@CharlesFarina
#ATDconf
@AnalyticsPros
Read This: http://goo.gl/d5qAWz
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
Manage with Filters
(C) 2015 Analytics Pros, Inc. - CONFIDENTIAL@CharlesFarina #ATDconf
