In the world of mobile commerce, every online user is a statistic: A unique visitor, a referral, a conversion. Organizations use these statistics to assess what’s working — and what isn’t — when it comes to driving business and overall revenues. But with many individual consumers now owning multiple Web-connected devices, those statistics aren’t always clear, with a single individual sometimes being counted two or three times.
Fortunately for marketers, that’s about to change.
It doesn’t have a flashy name, but the Cross Device Management upgrade to Google Analytics is expected to bring big changes to the mobile marketing world. Most importantly, Cross Device Management will give Analytics users the ability to track users across different sessions and devices.
That might sound simple, but the upgrade is a revolutionary advancement that has made possible a universe of new insights to help inform marketing decisions across all industries.
The current method of counting hits and ad exposures — and, through that, conversion rates — is to count each impression on every device. Unfortunately, that doesn’t quite compute. A single consumer might visit a website on three different devices, thus counting as three separate visitors and distorting analytics.
Previously, there’s been no solution to this. But with Google Analytics, a single user will be identified by his or her User ID, or uid. With the uid, all three visits to a single website from multiple devices will count as a single unique visitor. Given mobile device adoption rates, this is a welcome change that will provide a much clearer picture via Web analytics.
Better Conversion Data Through Cross Device Management
The ability to manage a single user across multiple devices will be of utmost importance when evaluating conversion rates and ROI. Consider a scenario where a single user visits a website two times: first from a smartphone and then from a desktop computer. The desktop visit leads to a conversion. Under the old approach to analytics, that user would count as two separate hits.
But the smartphone visit played a role in gaining the ultimate conversion. Previously, there was no way to give appropriate credit. Now there is. Analytics can identify that conversion as being achieved through the smartphone and then the desktop. This allows marketers to manage users and conversions across multiple devices, providing more information about how mobile devices factor in to a conversion even when it occurs on a different device.
With this information in hand, marketers can better understand how mobile devices are being used, and various devices can be better represented in terms of their contribution to conversions. This could affect the value of mobile devices and how marketers develop campaigns and overall strategies.
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