User ID Feature GAP Mini-Summit 27.11.2015 This feature is mainly for cross device tracking focusing on logged-in users of your website

Content Overview Technical details Implementation Reporting

Overview In a nutshell Scenario Client ID User ID Use a unique user account ID of the website to associate with multiple sessions that were generated by the same user, therefore identify user behaviour across all devices more accurately at the user level. Scenario A registered user logged onto the website using her phone and left the site without further engagement. User X came back to the site and logged in using her laptop and engaged with the site by submitting a form, which was set up as a goal. Client ID GA stores a randomly generated client ID in a cookie and drops it onto the users’ browser on their first visit. As long as the cookie persists in the browser, GA can recognise the user by using this client ID cookie. User ID User ID is created by the website’s authentication system and send to GA from the website. GA does not have control over this user ID. Standard GA reporting: 2 sessions 2 users 1 goal completion attributing to desktop only User ID enabled reporting 2 sessions 1 user 1 goal completion attributing to desktop 1 goal completion attributing to this journey:

Details | How does it work? When a user registers in the website, an account ID is given by the website from an authentication system. When the user is not logged in, the user ID is not available for GA. User logs in at this point. The user account ID is captured by GA. Those sessions are associated with the captured User ID. GA counts one user for those three sessions.

Details | Session Unification When ‘Session Unification’ is switched on, if the user logs in in the middle of a session, that session will be associated with the same user. However if the user logs out during a session later, that logged-out part of the session will still be excluded from this association. When ‘Session Unification’ is switched off, if the user logs in in the middle of one session, the session will be split into two sessions. The ‘logged-in’ part of the session will be associated with this user. * Session unification is completed during daily data processing. Processing begins at 5am each day, based on the western-most time zone selected in any reporting view that is associated with the property.

Implementation 1 2

Implementation At this point, you create a new view just like creating a standard view. This view will only include logged in user sessions 3 4

Reporting | User ID Coverage ‘Audience’ -> ‘Behaviour’ -> ‘User-ID Coverage’ Available on views (apart from user ID view) after you enabled the User ID feature Reports the percentage of your sessions that include activity from signed in users

Reporting | User Engagement In the user ID view: ‘Audience’ -> ‘Behaviour’ -> ‘User Engagement’ This view sits in the user ID view you just created. Users were counted by user IDs. The first two chats were session based The two chats on the second row were user ID based

Reporting | Device Overlap In the user ID view: ‘Audience’ -> ‘Cross Device’ -> ‘Device Overlap’ Use Venn diagram to get an idea of what proportion of users with a User ID assigned use only one type of device and what proportion use a combination of different device types Use the table to analyse a small overlapping section in the diagram or when looking for exact numbers

Reporting | Device Overlap Apply segments

Reporting | Device Overlap Apply segments

Reporting | Device Paths The Device Paths report shows the device journey used to engage the web content By default, the data table displays the last 5 device interactions with at least 1 transaction

Reporting | Device Paths Change the default settings to filter the device path results

Reporting | Acquisition Devices The Acquisition Device report combines attribution and other metrics to demonstrate the relationship between acquisition and conversion. The number of Users associated with each row represents the acquisitions that can be attributed to that device category The Revenue for Originating Device metric shows how much revenue was generated on the same device category on which the users were converted. The Revenue From Other Devices shows how much revenue is generated on devices in a different category than the one on which the users were converted.

Thank You Questions?