To develop superior user experiences and assess the efficacy of digital marketing strategies, it’s crucial to monitor every user interaction on the website. Focusing on user-level information tracking and end-to-end attribution is key. This applies whether we’re leveraging Google Analytics or Adobe Analytics to harvest and evaluate this essential data.
Below are a few advanced examples of using Google Analytics:
Google Analytics examples
Identifying individual users necessitates a constant identifier, which consolidates all interactions to a single user. Your CRM usually provides this, ideally in the form of a lead ID. But in cases where this is unavailable, I utilize the anonymous Google Analytics Client ID.
This user ID is incorporated into each interaction and is also used when data is being transferred to the CRM. Notably, this ID remains consistent across numerous sessions and devices
Persistent in local storage:
Persistent in cookies:
Same “userId” in Google Analytics custom dimension (as well as built-in client Id in the user explorer)
We can then pass this custom ID into your CRM to connect a name to this anonymous id. You can take a look at an example for Hubspot & Salesforce here.
Having collected the userID, tracing user journeys directly in Google Analytics and custom dimensions becomes feasible. Here, we’re able to examine all the touchpoints specific to the user in question.
Simultaneously, I gather persistent first-touch data and the current touch source/medium. This offers richer insights into the sources that are driving conversions.
This process can be achieved either the Analytics API or via the user interface. The latter involves matching the UserID to an order number and subsequently locating the first touch for that transaction.
