Here’s an alternative to cookies for user tracking

Instead of your analytics tool reading a cookie, you must provide a unique identifier associated with your user ID. Read here how to do this and how to respect privacy.

For over 20 years, website analytics has used persistent cookies to track users. This benevolent code is a huge improvement over using a user’s IP address or even the combination of IP and browser. Since their launch, the use of these cookies has become the focus of privacy and paranoia laws. So what alternative is there?

If your website or mobile app requires a user account and log in, it’s time to switch from cookie-based tracking to your user ID. Simply put, instead of your analytics toolkit reading a cookie, you provide a unique identifier associated with the user ID and follow the user through the identifier. The identifier is usually the login ID.

Prepare for advanced tracking

Step 1

Make sure that the deployed user ID does not contain personally identifiable information (PII). The sites require users to use their personal email addresses as an ID or account number. This is PII. If this is the case in your organization, the trick is to assign a unique and random customer ID to all existing and future accounts once created.

Step 2

Allow your developers to move the user ID to the data level. This way, the variable is there and you can expect your analysis software to read it when you are ready to implement the new tracking method. Note the name of the analysis software variable, as it varies from analysis software to software.

step 3

Create a new view/workspace in your analysis software and configure it to track users based on their user ID. Most analytics packages will still set a temporary cookie to track user behavior before joining sessions. This way you can see what a user is doing on your site, even before registering, and what visitors are doing who have never logged in before.

Advantages of monitoring users by user ID

Improved accuracy

The use of cookies contains various errors. When users switch between devices (computer, mobile phone, tablet, or office computer to home computer), they may not realize it was the same user. Generate a large number of unique users.

What happens if a user deletes their cookies (maybe they are using anti-virus software that deletes all cookies when the browser is closed)? This, in turn, leads to bloated user data.

Searching for a user by their user ID determines a more accurate number of unique users on your site.

Detection of multiple devices

This is probably one of the biggest benefits of locating users based on their user ID. You can now see how users interact with your website and/or mobile app. How many use a combination of devices. Is there a specific type of preference that can be used to add it to a cart, but only process orders on a different device?

Further analysis

With improved analysis, new and potentially powerful information can be collected. With this new knowledge, you can better focus on internal resources to focus and improve the user experience and optimize user flow for greater profit.

Real examples

The following examples demonstrate the ability to track users based on their user ID.

Overview: device coverage

The image below shows the percentage of accounts using the device type and the percentage using a combination of devices. For example, while 66.6% use a single desktop, 15.8% use a combination of mobile devices and computers.

User behavior – Device flow

Assessing device flow for a transaction can provide the best insights from these enhanced analytical monitoring methods.

While it may not be surprising that the two most common paths (based on the number of users) are desktop and mobile-only, it was surprisingly number 3 for me and the client. Although the path Desktop -> Mobile -> Desktop experience simply goes. 3% of users are responsible for about 8% of all transactions and more than 9% of all revenue generated.

The overall minimal use of tablets was also quite surprising. The combination of devices obviously differs from customer to customer.

Assisted conversions

By avoiding the use of cookies, the data quality of assisted conversions increases significantly. For example, how many people read an email (can it be easily detected when it is opened and assigned to a user ID) on a mobile device? Shopping cart). Think about it before signing up with an accountant later to complete the transaction?

From the above report, you can evaluate various SEO efforts and examine the role that organic search traffic played in increasing sales. Although a source of direct sales (in this case) of organic search traffic is responsible for 1.3% of total revenue as a source in the sales cycle, it contributed more than 10.4% of generated revenue.

Improved user perceptions

In this example, the customer allows his customers to have even more records for their account. In fact, a user ID represents a customer/customer and not a single user. The customer works in the B2B world, where different people within organizations need alerts and exclusive rights for their customers (who can place the order, who can only see the details of the product, who can see the car or add additions, but you don’t can place orders, etc.)) By locating user IDs and registering a unique login ID in your reviews, you can obtain this additional information.

The above report not only shares earnings by division but also shows how users from different divisions use the site in different ways. In region 1, there is an almost 1: 1 ratio between the user ID and the login ID. In section 3, however, the ratio is greater than 4: 1, which means that, on average, more than four notifications are used per client in section 3.

How can they use this data for more effective marketing? 

By understanding the differences within the sections, you can configure accurate email marketing for target customers with multiple subscriptions, with the exception of single account customers.

Further analysis of the data can also reveal which login IDs are product recommendations only (see products only) from those who place orders for specific products (put in the cart and never place an order), those who only process orders, and those who place orders requests. everything. Each must be marketed differently, with different messages to maximize the effectiveness of your marketing efforts. It is through detailed analysis that this definition of hearing can be obtained.

Is tracking by user ID suitable for me?

Deciding to change the way you monitor users is a difficult choice. Is it necessary to register your website/mobile application at the beginning of the trip? This is ideal for e-commerce sites and sites where the vast majority of user interaction occurs after the user logs in to the site/application.

If you have a generic website for the sole purpose of sharing information and sending “contacts”, the answer to the change is no.

If you have a combination of a global website and a registered user section, consider this change and perhaps only for the registered user section.

When making this change, it should not interfere with the performance of other analytical views/workspaces that use cookies. Keep them going. By using two different points of view, you can reconcile the differences between the two and this will make it easier to explain to whom you are reporting why you are a Dr.

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