Cross Device Tracking Is Coming Your Way

Let’s say a patron sees one of your organization’s Facebook ads on their Smartphone on the way to work but doesn’t buy a ticket (because #driving). Later that same day while visiting from their office desktop (company resources for personal use #gasp), they see the same ad but this time around, they purchase a ticket.

Would you assign different values to each device type the patron used to connect with the site? Ideally, you are tracking those paths to recognize when users are converting via cross device use. But let’s be real and acknowledge that most arts orgs don’t have those sorts of advanced rules in place inside Google Analytics to make that happen.

Having said that, the reality is cross device visits are increasingly common and having the ability to easily track them will help you make the most out of your marketing dollars.

Fortunately, Google is rolling out a brand new feature inside Analytics dedicated to cross device tracking. It’s still in Beta and you may not even have the option to enable it inside your account yet (but you will soon). I published an article at ArtsHacker today with a longer overview and once the feature roll out is complete, I’m sure I’ll publish a more in-depth follow up article.

Get Ready For Google Signals and Cross Device Reporting

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

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