The value of implementing the Google Analytics registered user monitoring feature (USER ID)

Learn about the benefits of implementing USER ID within the Google Analytics panel.

Analyzing business performance on the web

One of the biggest difficulties in analyzing the performance of an e-commerce business is the correct attribution of conversions. By “correct attribution” is implied the attribution of the “merit” of a sale to a given channel, traffic source, paid campaign, training. It is also important to define precisely the real cost of each conversion on the Internet.

As it happens more and more often, the online shopping experience (and not only online, imagine for example ROPO activities, Search on different websites, Offline shopping), goes through a long period of time and the use of different devices and features to search for information.

In other words, from the moment a user starts searching to identify, evaluate, choose and buy a product, several days may pass. And all of his or her Google Analytics searches (the so-called “customer journey”) develop through the use of different devices: the smartphone on the subway, the PC in the office, the tablet on the couch at night, etc.

The lack of accuracy of Google Analytics data

Without a proper attribution system, in fact, the same user visiting an e-commerce at different times, with 3 different devices, will result in Google Analytics statistics as 3 separate visits. Also, when the ROI (return on investment) of a campaign is calculated, the values could be unreliable, since the user will have clicked on an ad during the first interaction with the smartphone, but will have concluded his purchase by returning to the site directly in the evening, with his tablet.

If this were the case, in the analysis phase, poor performance attributed to PPC campaigns would be detected.

This is the case for Google, but not only Google. Given the proliferation of constant connectivity and always-on devices, Google has introduced some systems to monitor “cross-browsing”, i.e. done with different devices, at different times.

Thanks to particular integrations of the monitoring code of Google Analytics, it is actually possible to bring in the monitoring tool other data, fundamental for this activity. These include the “Client ID”, a unique code associated with each device with which you connect to a website.

Not only sessions, but also users. USER ID

Through another integration, this time with the e-commerce system used, you can link the different Client IDs to the corresponding User ID, i.e. an anonymous list of users registered in your e-commerce. Your list of User IDs, entered in Google Analytics, should not identify the users personally, but only link the individual Client IDs to each User ID.

That said, it is possible to get much more accurate data from Google Analytics. You will be able to understand more precisely the real conversion paths of your customers. Likewise, you will be able to more effectively measure overlapping logins of the same user, with different devices.

This type of advanced configuration does not promise absolute tracking accuracy, especially if your site is visited primarily for informational purposes, without the user being asked (or prompted) to log in for a specific purpose.

Preparing a specific strategy to boost the login rate

For example, it may sometimes be convenient to ask the user to register and log in to find out the final price of one product versus another, or the discount that is available to them. Or, as in the case of ROPO conversions, you could encourage the customer to register to apply for or use the loyalty card they got online (or vice versa).

In short, the real challenge is not data collection, which is now almost a foregone conclusion. The challenge, if any, is to be able to select only the truly important data that can accurately communicate the performance of their online activities and provide useful information to apply any corrective actions on Google Analytics.

The purpose of Google Analytics is to make a quick and efficient research on the internet compared to other sites. Customers need fast and reliable analysis for each search. The fastest web traffic analysis tool is Google Analytics for many website publishers and marketers. It allows them to track daily web traffic and the evolution of their page, to manage the content of the latter and also, to monitor the number and behavior of Internet users and companies.

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