Cross Device Reporting in Google Analytics (Now Native!)
Looking for an easy way to implement cross device tracking for all visitors? Learn about the new native feature to Google Analytics that allows this – no development required!
By now you are likely well aware of the reality that users bounce between devices to complete their purchase.
I do it all the time as a shopper: receive an email from a brand about a promotion => take a quick look on my phone => and then later at night pull them back up on my laptop to finish my purchase.
Up until now, cross device reporting and analysis was largely a “nice to have” feature as part of your analytics toolset. This reporting was only possible if you:
- Had a login mechanism to your site
- Implemented a process to pass a unique ID associated to a user logging in via email to Google Analytics
But if you’re like the majority of eCommerce stores, your % of users that log in to an account is < 5% of all users. That means that 95+% of potential customers browsing your store aren’t tracked across devices which makes marketing analytics decisions very difficult.
Google Analytics just announced this new feature in beta that allows for cross device reporting for all users – regardless of they are logged in or not. How does Google do it? Well – consider the total amount of users that are cookied or logged into a Google Account on their browser, use Youtube, etc.
That’s a lot of people!
Here’s the official statement from Google on how this cross device tracking works:
Analytics observes behavior on a site by users who have signed in to one of their Google accounts (e.g., Gmail, Google+, YouTube) and who have turned on Ads Personalization. Analytics uses that observed behavior to develop the data models on which the reports are based.
Pretty awesome if you ask me. If you aren’t looking for precision then this removes the need for a complicated userID implementation on your site while allowing you to take advantage of cross device insights.
- Device Overlap
- Device path (to conversions)
- Channel and Acquisition device paths
According to Google, to use these new Cross Device features, start by visiting the Admin section of your Analytics account and choose the setting to activate Google signals. This feature will be rolling out over the next few weeks so if you don’t see this today then you should soon!