practical case on how to take advantage of the google analytics user id for an e-commerce website

How to take advantage of the Google Analytics « user id »

for an e-commerce website27th of August 2015

#GAUCbe - @Universem - @SebaFL

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« HALF MY ADVERTISING IS WASTED.

I JUST DON’T KNOW WHICH HALF! »

John Wanamaker (1838 – 1922)

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Agenda: Unversal Analytics & the User-Id Functionnality

1. Track the whole customer journey2. How the User-Id Functionnality helps (a lot!) ?3. How does it work technically ?4. What are the results on the Veloflash case

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30€

I. Track the whole customer journey

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I. Track the whole customer journey: last Click Attribution Model

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I. Track the whole customer journey: linear Attribution Model

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I. Track the whole customer journey

Note: several pictures & graphics in this presentation come from kaushik.net which I strongly recommend!

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I. Track the whole customer journey

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I. Track the whole customer journey: partial view of the business!

Several issues1. Use several devices or

browsers2. Two people use the

same computer3. Deletion of the cookie

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I. Track the whole customer journey: partial view of the business!

We only have a partial view!

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I. Track the whole customer journey

How does it work ?

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II. How does it work? Before the user id…

Visit website

GA Code Loads

Does local cookie exists (cid) ?

Connect with existing cid Create new cid

YES NO

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II. How does it work? Before the user id…

Client ID = unique device/browser & automatically assigned

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II. How does it work?

User ID = unique user & assigned manually

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II. How does it work?

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II. How does it work?

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II. How does it work?

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II. How does it work?

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II. How does it work on websites ?

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II. How does it work on Android & iOS ?

User-ID Android SDK t.set("&uid", {{ USER_ID }});

User-ID iOS SDK [tracker set:@"&uid" value:{{ USER_ID }}];

Measurement protocol http://www.google-analytics.com/collect?

v=1&_v=j16&a=164718749&t=pageview&_s=1&dl=http%3A%2F

%2Funiversem.be%2F&ul=en-us&uid=1234

Results

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III. Results: Benefits of the user id functionnality

More accurate user count Analyze the signed-in user experience Take decisions on accurate data Access many more information in your Analytics account

• III. Results: Cross-Device Report

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III. Results: Cross-Device Report

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III. Results: Cohort Analysis

Veloflash case

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IV. Veloflash case: Private sales business model

Visitor Member Client

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IV. Veloflash case: Their challenges

Do my advertising campaigns work ? How much can I pay for a new member ? What’s the profitability of each campaign on the long run ? On average, how long before a member becomes customer ?

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IV. Veloflash case: What has been done

User id activation Every time a member is logged in

Store information in a cookie Send along the user id

Importance of the newsletter! URL in newsletter: http://www.veloflash.com/my-

page.html?uid=xyz1234

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IV. Veloflash case: Cohort analysis

Note: all data shown in this case are fake numbers for example purpose.

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IV. Veloflash case: Cumulative cohort analysis

Note: all data shown in this case are fake numbers for example purpose.

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IV. Veloflash case: Cumulative cohort analysis

Note: all data shown in this case are fake numbers for example purpose.

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Remarks: 1. “Incentivize” people to log in!

Big challenge hugely important Create reasons for users to log in Use human psychology

Give promotions/information when connected Facebook/Twitter/Linkedin connect Etc.

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Remarks: 2. Legal Aspects

Give end users proper notice about data you collect and usage you do with them

Do not send any data that allows Google to personally identify an individual

Only connect sessions together if end user has given consent to it

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The user-id functionnality: Take-Aways

1. Track customers instead of sessions2. Incentivize people to log in3. Use the power of cohort analysis4. Do not forget legal aspects!

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Universem - WallonieParc CréalysRue Camille Hubert, 135032 Gembloux (Belgique)Tel: +32 (0)81 713 430contact@universem.be

Universem - BruxellesICABRue des Pères Blancs, 41040 BruxellesTel: +32 (0)2 318 87 68contact@universem.be

Question Time!

Sébastien FrançoisPartner & Operations Director+32 (0) 81 713 430sebastien@universem.be