Cross-Device User Tracking in Google Analytics
Universal Analytics (UA/GA)
By Cookie / Device ID
Google Analytics tracks users using a cookie or device ID (aka Client ID). If you, for example, use another browser to access the same website, you are considered a different user in GA. Cross-device tracking using Client ID is impossible.
By User ID
If your website provide user logins, you can stitch the User ID and Client ID together in a User-ID view in GA. Essentially, this view only has data from logged-in users. Cross-device tracking is possible when users are logged in.
- The User ID sent to GA must be non-personally identifiable.
By Google Signals
Another method is to enable Google Signals for your GA property. With this feature turned on, GA can identify an individual user based on their Google account login. Cross-device tracking is possible for users who turn on Ads Personalization in their Google accounts. However, the GA reports sit at a different section and only has data from Google Signals users.
Summary
In GA, because these are separate features, essentially what you’re getting is a disjointed data as illustrated here:
Google Analytics 4 (GA4)
Cross-device tracking is in the heart of GA4, it stitches users based on this priority:
- User ID
- Google Signals
- Client ID
It’s a universal feature applies to all user reports. Essentially, the data looks like this:
GA4 gives you a much better cross-device tracking than GA.
Sparkline aims to provide data accuracy, comprehension and consolidation, and most importantly, tangible insights for businesses. Get in touch if you’d like to learn more.
