The basic idea remains the same, capture the website generated unique identifier as a custom dimension in Google Analytics and other relevant platforms for this exercise. Once this unique identifier is available across all the data sets you want to join, use Excel, Data Studio etc. to create a unified data set. Across similar projects that we’ve undertaken for our clients, we’ve seen a “match rate” of over 95% meaning over 95% of the records across the data sets were matched to each other. There is always going to be some margin for mismatch or error due to various technical issues.
Because this solution relies on a website or client owned platform generated identifier, which is typically going to be the same for every user, it can overcome the cross-device, cross-browser issues that Google Analytics Client ID can’t. And the client retains full ownership of this solution which reduces the risks associated with relying on a third-party platform.
There are considerable benefits of either solution – if you are using Google Analytics and have data collecting in fragmented silos, consider using the Client ID solution if possible as a starting point and move to a website or system generated solution at a later stage. Using this unified data set for reporting and optimising campaigns will open opportunities that would be otherwise remain unexplored. You can work out customer lifetime value by channels, ROI analysis by customer type (new vs. returning), churn rate by city and so on – valuable and actionable business insights.
So, with unified data available, if you want to check how many users from Wagga Wagga using Google Pixel 5 actually signed up to either the Blue or the Red package after reading your blog titled “Are We Living In A Matrix?” – you can!