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.