This is the  second part (2.2) of three part series on ‘Omnichannel Attribution Modelling’.  The series will cover:

  1. Attribution – Definitions / User Journeys
  2. Implementation – Type of Attributions / How they are tracked – 1. Multi Channel Tracking / 2. Cross Device Tracking / 3. Offline – Online Tracking
  3. Attribution and Attribution Roadmap – Industry Examples

We can only get deeper into attribution modelling after a complete omni-channel implementation is done for data collection.

Corresponding to these three models, firstly we have to implement viz:

  1. Multi channel tracking
  2. Cross device user tracking
  3. Offline tracking with Online

Omnichannel Tracking

In the last post we studied the Multi Channel Implementation, let’s begin now with the Cross Device implementation for measuring cross device conversions.

User interacts with your digital assets from multiple devices and in multiple ways:

  1. Same asset different devices ex: Interacting with website via Mobile and Desktop
  2. Multiple assets Multiple Devices ex: Interacting with website as well as mobile app

1. Switching to User ID (vs Client ID)

Through ‘user-id’, you can create and assign your own ids to track unique users instead of using the client ids generated by the Google Analytics tracking coding.

User id is simply a unique set of alphanumeric characters (like UD23ddd3432) assigned to a user so that he/she can be identified across devices/ browsers and over the course of multiple sessions.

Client id represents a unique device/browser. Whereas a user id represents a unique user that may interact with your website using multiple devices/browsers.

Omnichannel Tracking

2. Implementing User ID

imageTo implement the User ID, you must be able to generate your own unique IDs, consistently assign IDs to users, and include these IDs wherever you send data to Analytics.

The User ID lets you associate engagement data from multiple devices and … Connect multiple devices, sessions, and engagement data to the same visitors. … Each unique User ID is considered to be a unique user in Analytics

In simple terms, Mobile SDK needs to be tweaked, web app tracking code needs change and Web calls (HITs) need to be tweaked to send additional ‘User ID’ with each hit as an identifier.

 

3. Setting tracking in GA

User ID data can only appear in a dedicated User ID view. To see and analyze the data collected via User ID in your tracking code, create User ID views.

User ID view – GA view which collects only the data related to user ID sessions. In the case of user ID views, GA calculates unique users by counting the number of unique users IDs assigned instead of counting the number of unique clients IDs assigned.

Non-user ID view – the view which collects data related to standard sessions. It does not recognize user ID hits. In case of non-user ID views (regular views), GA calculates unique users by counting the number of unique client IDs assigned to users.

Omnichannel Tracking

4. Setting up tracking in web and app

Omnichannel Attribution Modelling

Once the user id feature is implemented, GA combine and report all the hits with same user id, regardless of the device, the hits come from. This makes cross device measurement possible in GA.

You can send user id to Google Analytics by creating a new custom dimension (with user scope):

ga(‘set’, ‘dimension2’,userId);

A standard session turns into a user ID session when a user ID is assigned to a user. This can happen when a user login in the middle of a standard web session.

 

 

5. Setting up Session Unification

In Google analytics, by default collected hits can be associated with a user ID only in a user ID session and that too before and during user’s login but not after the user has logout.

Session Unification

Session unification allows hits collected before the User-ID is assigned to be associated with the ID, so long as the hits are from the session in which an ID value is assigned for the first time. When OFF, only data with User-ID explicitly assigned can be associated.

Add the uid parameter in each hit. So a hit might look something like this:

http://www.google-analytics.com/collect?v=1&_v=j16&a=164718749&t=pageview&_s=1&dl=http%3A%2F%2Fcutroni.com%2F&ul=en-us&uid=hsjfy4782jduyth6k4

6. Understanding the difference in reports

User ID data can only appear in a dedicated User ID view. To see and analyze the data you collect via the User ID in your tracking code, create User ID views in your account and then understand the difference.

User ID session – It is the session in which a user ID is assigned to a user. User ID session is a collection of user ID hits but may also include non-user ID hits if the session unification setting has been turned ON.

Non-user ID session – it is a collection of non-user ID hits. If you are not using the user ID feature then the non-user ID sessions are simply known as sessions.

Example differences:

  1. User ID views only report on the users which triggered the user ID sessions. So, the number of unique users reported by nonuser ID views are usually more than the number of unique users reported by user ID views.
  2. Revenue in a user ID view is based on users and not sessions.

7. Setup and reporting

Omnichannel Attribution ModellingAdding a User-ID to the JavaScript code is fairly easy – it’s a single line.

 

 

 

 

 

 

 

ga(‘create’, ‘UA-XXXX-Y’, ‘auto’);
ga(‘set’, ‘&uid’, {{ USER_ID }});
ga(‘send’, ‘pageview’);

Adding the User-ID to the Android SDK

t.set(“&uid”, {{ USER_ID }});

Adding the User-ID to the iOS SDK

[tracker set:@”&uid” value:{{ USER_ID }}];

The number of unique users reported by non-user ID views are usually more than the number of unique users reported by user ID views. This is because user ID views only report on the users which triggered the user ID sessions. The device overlaps are just beautiful. Best of luck implementing.

Next Post –> Offline Tracking for Offline-Online Attribution

Implementation for an Omnichannel Tracking – Cross Device Tracking (2)

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