GA4 Cross-Device Tracking Setup: 2024 Guide

Want to track users across devices in Google Analytics 4? Here's what you need to know:

• GA4 uses User ID, Google Signals, and Device ID for cross-device tracking
• Set up User ID for logged-in users
• Turn on Google Signals in GA4 settings
• Choose "Blended" or "Observed" reporting identity

Key steps to set up cross-device tracking:

1. Create a GA4 property
2. Implement User ID tracking
3. Enable Google Signals
4. Configure reporting identity
5. Use cross-device reports

Method	Accuracy	Coverage	Setup Difficulty
User ID	High	Logged-in users	Medium
Google Signals	Medium	Google account users	Easy
Device ID	Low	All users	Automatic

Remember: Get user consent and follow privacy laws when tracking across devices.

By setting up cross-device tracking, you'll see how users interact with your site on different devices, helping you create better experiences and optimize your marketing.

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What is Cross-Device Tracking in GA4

Cross-device tracking in GA4 is like having a superpower. It lets you see how users move between devices as they interact with your site or app.

GA4 uses three main methods to track users:

1. User ID: Your custom tag for logged-in users
2. Google Signals: Tracks Google account users
3. Device ID: Identifies specific devices

Here's a quick comparison:

Method	Accuracy	Reach	Setup
User ID	High	Logged-in only	Medium
Google Signals	Medium	Google users	Easy
Device ID	Low	Everyone	Easy

Key Concepts: User ID, Google Signals, Device ID

User ID: This is your ace in the hole. When someone logs in, you give them a unique ID. GA4 then connects their activity across devices and sessions.

Google Signals: It's like having Google as your sidekick. When on, it tracks Google users across devices. Simple to set up, but only works for Google account holders.

Device ID: The backup plan. It's a unique tag for each device, set by a cookie. Useful, but can't follow users across different gadgets.

GA4 mixes these methods to paint a clear picture. It's a big improvement over Universal Analytics, which relied heavily on cookies.

To get the most out of cross-device tracking:

1. Set up User ID for your logged-in users
2. Turn on Google Signals
3. Use "Blended" or "Observed" reporting identity in GA4 settings

Before You Start: GA4 Cross-Device Setup

Setting up cross-device tracking in GA4 isn't a walk in the park. But don't worry, we've got you covered.

Setting Up GA4 Property

Here's the quick and dirty:

1. Hit up the Admin section in GA4
2. Click "Create Property"
3. Name it, set currency and time zone
4. Create a data stream
5. Add your website URL and name the stream
6. Check Enhanced Measurement settings
7. Save and grab your Measurement ID

Pro tip: Ditch hardcoding. Use Google Tag Manager instead. Trust me, it's a game-changer.

User Login Systems

Want cross-device tracking to work? You need a user login system. Here's why:

• It's how you assign unique User IDs
• It lets you track across devices
• You get a clearer picture of user journeys

Just remember: Don't use personal info like emails for User IDs. Go for something less obvious, like 1234567.

Privacy and Legal Checklist

Before you dive in, make sure you're playing by the rules:

To-Do	How to Do It
Get User Consent	Set up a solid consent management system
Manage Data Retention	Keep it to 14 months max (double-check with legal)
Anonymize IPs	Turn it on in GA4 settings
Update Privacy Policy	Add info about cross-device tracking
Stay GDPR Compliant	Review and implement what's needed

"Getting GA4 privacy features right isn't just about following rules. It's about smart data management."

For GDPR, focus on these:

1. Get consent
2. Collect only what you need
3. Use data only for its intended purpose
4. Be crystal clear about your data practices

How to Set Up User ID in GA4

Want to track users across devices? Here's how to set up User ID in GA4:

Plan Your User ID Strategy

1. Pick a unique identifier (max 256 characters)
2. Don't use personal info like emails
3. Decide when to assign IDs (usually at login)
4. Figure out how to handle logged-out users

Note: User ID only works if users can log in to your site or app.

Add User ID to Your Site or App

Here's how to do it with Google Tag Manager (GTM):

1. Get your dev to push User ID to the data layer on login:

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  'event': 'login',
  'userId': '1234567' // Replace with actual User ID
});

2. Create a Data Layer Variable in GTM for the User ID
3. Update your GA4 tag with the user_id parameter

Configure GA4 Settings

1. Go to Admin > Data Streams
2. Pick your web stream
3. Turn on "Enable User ID for this property"
4. Save

Step	What to Do	Why It Matters
1	Enable User ID	Activates the feature in GA4
2	Send user_id parameter	Tracks logged-in users
3	Check DebugView	Confirms User ID is working

Pro Tip: Use GA4 DebugView to make sure it's all working right.

Remember: User ID tracking won't affect old data. It only works from setup onwards.

Using Google Signals for Tracking

Google Signals helps track users across devices in GA4. Here's what you need to know:

Turning On Google Signals

To activate Google Signals in GA4:

1. Go to Admin > Property Settings
2. Click on "Data Collection"
3. Select "Get Started" under Google Signals
4. Follow the prompts and click "Activate"

It takes about 30 days to gather enough data for cross-device insights.

Pros and Cons of Google Signals

Pros	Cons
Tracks users across devices	Requires users to be signed into Google
Enables cross-device reporting	Needs Ads Personalization turned on
Improves remarketing	May raise privacy concerns
Enhances conversion tracking	Limited to Google account holders

Google Signals collects data from users signed into their Google accounts with Ads Personalization on. This helps comply with privacy laws like GDPR.

The big win? Google Signals measures total users, not just devices. This gives you a clearer picture of how people interact with your site or app across platforms.

Take LinkedIn, for example. They use cross-device tracking to see how job seekers move from mobile search to desktop applications. Smart, right?

But heads up: From February 12, 2024, Google Signals won't be part of the reporting identity in GA4. It'll still collect anonymous data from signed-in Google users, though.

Want to make the most of Google Signals? Here's how:

• Aim for at least 500 users per day per property
• Use it alongside other tracking methods like User ID
• Check your cross-device reports regularly to spot trends

Device ID in Cross-Device Tracking

How Device ID Works in GA4

GA4 uses Device ID as its basic user identification method. It's a unique ID for each device that visits your site or app. For websites, it's based on the client ID in the _ga cookie. For apps, it uses the app instance ID.

Here's the process:

1. User visits your site or app
2. GA4 creates a Device ID
3. ID gets stored on the device
4. GA4 uses this ID for future visits

But Device ID has some problems:

Problem	Result
Tied to one device	Can't track across devices
Cookie-based (web)	Lost if cookies cleared
App-specific (mobile)	New ID if app reinstalled

These issues can mess up your user counts and journey data.

Making Device ID Tracking Better

Want to improve? Try these:

1. Mix methods: Use Device ID with User ID and Google Signals.

2. Get users to sign in: This links Device IDs to User IDs.

3. Use server-side tracking: Keeps Device IDs even if cookies are cleared.

4. Set up app tracking right: Make sure your app sends the correct ID to GA4.

5. Watch your data: Keep an eye out for weird changes in user counts.

Setting Up Reporting Identity in GA4

GA4's reporting identity is crucial for tracking users across devices. It's how GA4 identifies users in reports.

There are three main options:

1. Blended: Uses all available data
2. Observed: Uses User ID, Google Signals, and Device ID
3. Device-based: Uses only Device ID

Let's break them down:

Identity Type	Data Used	Best For	Limitations
Blended	User ID, Google Signals, Device ID, Modeling	High-traffic sites	May overestimate users
Observed	User ID, Google Signals, Device ID	Balance of accuracy and privacy	Less data than Blended
Device-based	Device ID only	Privacy-focused sites	Limited cross-device insights

To set it up:

1. Log into GA4
2. Click "Admin"
3. Under "Property", select "Default reporting identity"
4. Choose your option

Your choice affects how GA4 tracks user journeys across devices. Most sites do well with Blended or Observed.

Heads up: Google Signals will be gone after February 12, 2024. Plan accordingly.

When setting up User ID:

• Don't use personal info
• Keep it consistent across platforms
• Send it with every event for logged-in users

Not sure which to pick? Start with Observed. It's a good middle ground.

You can switch between options anytime without losing historical data. This lets you test and find what works best for you.

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Cross-Device Reports in GA4

GA4's cross-device reports show how users interact with your site or app on different devices. They're crucial for understanding the complete user journey.

Main Reports

GA4 offers these key cross-device reports:

1. User Acquisition: How users first found you, by device
2. Technology: Device overlap in a Venn diagram
3. Conversion Paths: Interaction sequences leading to conversions
4. User Explorer: Detailed individual user journeys

To find these:

1. Open GA4
2. Click "Reports" on the left
3. Choose "User" or "Tech" sections

Remember: Enable Google Signals and wait about 30 days for cross-device data to show up.

Custom Reports

Want to make your own? Here's how:

1. Go to "Explore" in GA4
2. Click "Blank"
3. Add dimensions like "Device category" and "User ID"
4. Include metrics like "Conversions" or "Revenue"

Here's a simple custom report:

Device Category	Users	Conversions
Desktop	5,000	250
Mobile	7,500	150
Tablet	2,500	100

This table quickly shows how different devices drive conversions.

Pro Tip: Compare multi-device users to single-device users. It might reveal insights about your most engaged audience.

Advanced Cross-Device Tracking Methods

Supercharge Your GTM Setup

Want to take your cross-device tracking to the next level? Here's how to use Google Tag Manager (GTM) like a pro:

1. Capture User IDs with Custom JavaScript

Create a variable that grabs User IDs:

function() {
  return localStorage.getItem('user_id');
}

2. Push User IDs to GA4

When users log in, send their ID to GA4:

dataLayer.push({
  'event': 'login',
  'userId': '12345'
});

3. Set Up a Login Trigger

Trigger Type	Event
Custom Event	login

4. Update Your GA4 Configuration

Field Name	Value
User ID	{{User ID Variable}}

Bridging the Online-Offline Gap

Want the full picture of your users' journey? Here's how to mix offline and online data:

1. Prep Your Data

Create a CSV with these details:

User ID	Event Name	Event Date	Event Value
12345	Store Visit	2024-01-15	50.00

2. Import Your Data

In GA4, go to Admin > Data Import. Create a new "User data" set and map your CSV columns.

3. Upload and Analyze

Upload your CSV, then build reports that combine online and offline events. Use the Explore section to compare user behavior across all touchpoints.

Fixing Common Cross-Device Tracking Problems

Cross-device tracking in GA4 can be tricky. Let's tackle some common issues:

Data Differences

Seeing weird numbers? Here's what to do:

1. Compare GA4 and Universal Analytics

Look at key metrics side-by-side:

Metric	GA4	UA	Difference
Users	10,000	12,000	-16.67%
Sessions	15,000	18,000	-16.67%
Total Revenue	$50,000	$55,000	-9.09%

Big gaps? Time to dig deeper.

2. Check Event-Level Attribution

Spot any weird source/medium combos? That's a red flag.

3. Review GA4 Settings

Double-check these:

• Google Signals: On
• User Data Collection: Acknowledged

4. Audit Event Tracking

Head to Admin -> Events or Admin -> Conversions. Make sure everything's in order.

User ID Setup Issues

User ID is key for cross-device tracking. Here's how to fix it:

1. Get User ID Right

• Use GTM to store User ID
• Don't create values for logged-out users

2. Check Your Work

Preview GTM and check GA4's DebugView. User ID should show up under User Properties.

3. User ID for Every Event

Logged-in user? Send user_id with every event.

4. Update GA4 Config Tag

In GTM, set this up:

Field Name	Value
User ID	{{User ID Variable}}

5. Handle Mid-Session Logins

Don't worry - GA4's got your back. It'll apply User ID to previous events in the session.

Pro tip: NEVER send personal info with User ID. It's against the rules and just plain risky.

Checking Cross-Device Tracking Success

You've set up cross-device tracking in GA4. Great! Now let's make sure it's working.

Key Success Measures

Here's what to look for:

1. User Count Accuracy

If your user numbers drop within 24 hours of setting up User ID tracking, that's a good sign. It means GA4 is now seeing multiple devices as one user.

2. Engaged Sessions

These are sessions with:

• 2+ page/screen views
• 10+ seconds duration
• At least one conversion event

Watch this to see how users interact across devices.

3. Event Count

Keep an eye on total user interactions. More often means better cross-device tracking.

4. Conversion Rate

Better cross-device tracking usually leads to improved conversion rates.

Metric	Before	After
User Count	10,000	8,500
Engaged Sessions	15,000	18,000
Event Count	50,000	65,000
Conversion Rate	2.5%	3.2%

Making Data Dashboards

Create these dashboards in GA4:

1. User Explorer Report

Find it under Explore > User Explorer. It shows how individual users move between devices.

2. Segment Overlap

Use this to see how users engage on different devices.

3. Custom Report: Cross-Device Journey

Build a report showing:

• First visit device type
• Common device sequences
• Conversion rates by device path

4. Technology Report

Under Reports > Tech, you'll see:

• Percentage of users per device type
• Device overlap (Venn diagram)

These tools will help you visualize your cross-device tracking success.

What's Next for Cross-Device Tracking

GA4's cross-device tracking is set to level up in 2024 and beyond. Here's the scoop:

New Features on the Horizon

1. Enhanced Cross-Channel Reporting

GA4 is beefing up its cross-channel reporting. You'll get a clearer picture of how users hop between devices and platforms.

2. AI-Powered Insights

Google's pumping more AI into GA4. What's in it for you?

• Predicting user behavior
• Spotting weird data trends automatically
• Personalized tips to boost your campaigns

3. Privacy Sandbox Integration

GA4's teaming up with Chrome's Privacy Sandbox. The goal? Keep targeting audiences effectively, even as cookies crumble.

4. Consent Management 2.0

Building on GA4's Consent Mode, you'll get more say in what data you collect based on user preferences.

5. Smarter Cross-Platform Data Modeling

When direct measurement hits a wall (thanks, privacy!), GA4 will step up its modeling game for more accurate insights.

Feature	What It Means for You
Better Cross-Channel Reports	See the full user journey across devices
AI Insights	Get automated analysis and optimization tips
Privacy Sandbox	Keep measuring without cookies
Advanced Consent Controls	Collect data more ethically
Improved Data Modeling	Get accurate insights, even with limited data

Steve Ganem from Google Analytics says:

"Measurement is essential for marketers to understand the impact of their efforts and make more informed decisions. Today, we're highlighting new features and key investment areas to help you make better business decisions."

How to gear up:

1. Get to know GA4's new tricks as they roll out
2. Tweak your data collection to play nice with privacy rules
3. See how AI insights can sharpen your decision-making
4. Keep an eye on cookieless tracking developments

Wrap-Up

Cross-device tracking in GA4 is a big deal for understanding how people use your site in 2024. Here's why it matters and how to use it:

Why care about cross-device tracking?

• People use multiple devices before buying
• On average, each person has 3.6 devices
• 57% of internet browsing happens on phones

To use cross-device tracking in GA4:

1. Set up identity spaces

Space	Use	How to Set Up
User ID	Track logged-in users	Give unique IDs to logged-in users
Google Signals	Track Google users	Turn on in GA4 settings
Device ID	Recognize devices	GA4 does this automatically

2. Pick your reporting identity

Choose "observed" or "blended" to see cross-device data in GA4's Technology reports.

3. Use consistent user IDs

Add code to send the User ID to GA4 when someone logs in.

4. Get user consent

Follow privacy rules before tracking across devices.

5. Keep improving

Check your reports often and adjust as needed.

By doing this, you'll see how people use your site on different devices. This helps you:

• Create better experiences across devices
• Adjust your message for each device
• Find out which channels work best

FAQs

How does GA4 track across devices?

GA4 uses a smart system to follow users across different devices. Here's how it works:

1. User ID

When someone's logged in, GA4 uses a unique ID you've given them. It's like a name tag that works on any device.

2. Google Signals

No User ID? No problem. GA4 checks if the person's signed into Google. If they are, it can track them that way.

3. Device ID

Last resort? GA4 looks at the device itself. It's not perfect, but it helps when nothing else works.

Here's a quick look at these methods:

Method	When Used	How It Works
User ID	Logged-in users	You give each user a special code
Google Signals	Google account users	Uses Google sign-in data
Device ID	Everyone else	Spots individual devices

Want to make cross-device tracking work better? Try these tips:

• Set up logins on your site or app
• Use the same User IDs everywhere
• Turn on Google Signals in GA4 settings
• Get user permission for tracking

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