Cross Device Tracking with Universal Analytics & User ID

Cross device tracking has been a constant challenge for digital marketers as consumers move fluidly across mobile, tablet and desktop throughout their purchase journey. The launch of Universal Analytics and the User ID, took a big step towards solving this problem. Not only that, it even opened the door just a crack for potentially solving the research online, purchase offline (ROPO) problem too. Here, Brendan discusses how to make use of Google’s Universal Analytics and User ID to carry out cross-device tracking and potentially track purchases in your physical store too. With these new Google Analytics features you can make better informed decisions on where you allocate your online advertising budget.