Cross-device tracking is about using technology to monitor activities across several devices.
Devices we’re talking about in this blog are mobile phones, desktop computers, laptops, and even smart TVs.
It works by linking the activities performed on these different devices back to the same user.
This link is made possible through common identifiers, such as login details, that a user employs across each of their devices.
Google Analytics 4 elevates cross-device tracking to new heights. It employs a blend of sophisticated identity spaces and reporting identities.
In this article, we’re going to take a look at how these components can work together to offer a holistic view of the complete user journey.
Understanding GA4 identity spaces for Cross-Device Tracking
The Foundation: User ID, Google Signals, and Device ID
At the core of GA4’s cross-device tracking capabilities are three primary identity spaces:
User ID
A cornerstone for tracking, the User ID bridges user behavior across devices and sessions.
Unlike other identifiers that activate with a click, the User ID requires a custom setup.
This space shines in its ability to provide accurate user counts and a clear map of user behavior, leveraging data from logins and forms.
Notably, GA4 cleverly associates pre-login events with the User ID once a login occurs, enhancing the continuity of session tracking.
You can even create (remarketing) audiences based on user ID’s.
Device ID
The most basic form of identification, Device ID recognizes devices but not users.
It’s essential for capturing interactions at the device level, though it falls short in linking those interactions across multiple devices.
However, when combined with User ID and Google Signals, Device ID contributes to a more comprehensive tracking setup.
Google Signals
When users aren’t logged in, Google Signals steps in.
By enabling Google Signals, you harness Google’s cross-device identity graphs for users signed into Google and who have Ads personalization enabled.
This data enriches your insights without the need for manual tracking codes, acting as a powerful adjunct to the User ID and Device ID spaces.
Google Signals enables:
- Cross Platform reporting
- Remarketing with Google Analytics
- Advertising Reporting Features
- Demographics and interests
With Ads Personalization enabled, Google crafts a comprehensive perspective on user interactions across various devices and browsers with an online property.
For instance, it becomes possible to track a user’s journey from browsing products on a mobile device to finalizing purchases on a tablet or laptop.
By standard practice, data from users signed into Google has a lifespan of 26 months. Yet, should the Analytics Data Retention setting be adjusted to a shorter duration, the retention of Google signed-in data will align with this reduced period.
The Advanced Layer: Modeling
Modeling, or behavioral modeling for consent mode, fills the gaps left by users who decline cookies or other identifiers.
By leveraging data from consenting users, GA4 models the behavior of non-consenting users, ensuring that no interaction is left unaccounted for.
This advanced method employs machine learning to predict user behavior, maintaining data integrity even in the face of consent restrictions.
Enhancing Cross-Device Tracking with User-Provided Data Collection
Google’s update on March 20th, 2024, introduced the user-provided data collection feature in GA4.
This feature is part of an open beta as stated by Google. Hence, keep in mind that the feature is still subject to change.
This new feature marks a significant advancement in cross-device tracking by allowing the integration of consented first-party data into Google Analytics.
Here’s how it enriches cross-device tracking:
- A holistic view of User Interactions
User-provided data collection enables a more detailed understanding of how users engage with your online property across different devices and browsers.
This feature is pivotal for capturing a user’s journey from initial product browsing on a mobile device to completing a purchase on a tablet or laptop or vice-versa.
- Enhanced Conversion insights and reporting
By hashing and sending first-party data to Google Analytics, this feature strengthens conversion measurement and attribution.
It allows for a richer analysis of cross-device conversions and interactions. It improves the accuracy of conversion modeling and providing more nuanced insights into cross-channel performance.
- Future-Proof Tracking without 3rd party cookies
The digital ecosystem is moving away from third-party cookies. This phase-out is also know as the entrance of digital marketing into the cookieless era.
User-provided data collection offers a robust solution for collecting user data in a privacy-safe manner. This ensures sustained (cross-device) tracking effectiveness and relevance in the cookie-less future.
Consider setting up Server-Side tagging, Enhanced conversions, Consent Mode V2, configuring your BigQuery Data Export and other methods to ensure readiness for the cookieless future.
Still considering whether to move to the server-side? Perhaps our client-side vs. server-side tagging article can help your out!
Choosing the right Reporting Identity
GA4 offers three reporting identity options, each incorporating different combinations of identity spaces to cater to various tracking needs:
Blended Identity
The most robust option, Blended Identity, starts with the User ID and proceeds through Google Signals and Device ID, resorting to Modeling if all else fails.
This option maximizes GA4’s cross-device tracking potential, offering the most complete picture of user interactions across devices.
Observed Identity
A step below the blended approach, Observed Identity excludes Modeling. It remains a solid choice for tracking, prioritizing User ID and Google Signals before relying on Device ID.
Device-Based Identity
The most basic setup, focusing solely on Device ID. This option is the least preferred for cross-device tracking due to its limited scope of user identification.
Implementing Cross-Device Tracking in GA4
Strategic implementation for comprehensive insights
To leverage GA4’s full cross-device tracking capabilities, it’s crucial to:
- Implement the User ID for logged-in users, ensuring a seamless connection across devices and sessions.
- Enable Google Signals to capture cross-device interactions for users logged into Google.
- Utilize Device ID to fill in the tracking gaps, ensuring no interaction is missed.
- Consider Modeling to account for non-consenting users, ensuring comprehensive data coverage.
Leveraging Data Streams and Google Tag Manager
Data Streams and Google Tag Manager play pivotal roles in facilitating cross-device tracking:
- Data Streams ensure the smooth flow of data from your website or app into GA4, capturing every interaction across devices.
- GTM simplifies the deployment of tracking setups, including User ID implementation and the integration of Google Signals, enhancing your tracking strategy’s efficiency and effectiveness. Make sure to utilize preview mode for debugging your GTM setup’s configuration.
Navigating Ethical and Privacy considerations
While advancing your cross-device tracking capabilities, it’s essential to navigate the ethical and privacy considerations with care.
Ensure transparency with users regarding the data collected and adhere to privacy laws and regulations.
Prioritize user consent and data security to maintain trust and compliance.
If not familiar in this space yourself, make sure to consult your legal department or supporting agency for advice on the matter.
The future of Cross-Device Tracking with GA4
GA4’s sophisticated approach to cross-device tracking, through its intelligent use of identity spaces and reporting identities, sets a new standard in understanding user behavior across devices.
By implementing these strategies, you can gain unparalleled insights into the user journey, enabling data-driven decisions that enhance user experiences and drive conversions.
In embracing GA4’s capabilities, the future of cross-device tracking is not just about following the user across devices, it’s about understanding and engaging them at every touchpoint in their journey.
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