🚩DISCLAIMER: As of 7/1/23, Google Analytics is no longer supporting their Universal Analytics version, meaning all data flow has been halted. If you are a GA360 customer though, Google will continue to support analytics reporting until 7/1/2024.
MNTNs integration with Google Analytics for GA360 customers is still active until 7/1/2024, and data will flow through our integration as expected.
With the MNTN cross-device graph, we’re able to identify all devices within a household to achieve household-level attribution. We sum up all devices within a household into one unique user within our reporting, as we define a user at the household level.
When we pass this cross-device graph data to Universal Analytics, those individual devices appear as unique Users in reporting as GA defines a user at the device or browser level.
💡Note: For more information on MNTN's Cross Device Identity Graph, check out this article.
When a Verified Visit for a net-new customer occurs and is passed to Google Analytics as a session, GA identifies the device in which the visit occurs as a new user. Google Analytics also identifies any other devices tied to that customer’s household from the MNTN cross-device graph as a user.
However, these other household devices are not identified as new users, as they were not tied to a session.
🔍EXAMPLE
Setting the Scene: Net-New Customer Nelly has never visited the Nike website nor shopped with them previously. Nelly owns four connected devices: a Smart TV, laptop, cell phone, and tablet.
The Visit: Nelly sees a Nike ad on her Smart TV, then visits the site on her laptop.
The visit on her laptop is registered in Google Analytics as a new user and new session.
Her other devices (cell phone and tablet) are also registered as users, but they aren't considered new users as they were not tied to a session.
Net-New User Rate: The new user rate for that single session would be 33% (1 new device aka user divided by three total devices aka users).
🔍EXAMPLE
Setting the Scene: Net-New Customer Nelly and her mother Net-New Customer Mom has never visited the Nike website nor shopped with them previously. They collectively own four connected devices: a Smart TV, Nelly's laptop, Nelly's cell phone, and Mom's tablet.
The Visit pt. 1: Nelly interacts with a Nike ad on her cell phone, then visits the site on her laptop.
The visit on her laptop is registered in Google Analytics as a new user and new session.
The Visit pt. 2: Mom sees a Nike ad on her Smart TV, then visits the site on her tablet.
The visit on her tablet is registered in Google Analytics as a new user and a new session
Net-New User Rate: The new user rate for those sessions would be 66% (2 new devices aka users divided by three total devices aka users).
This inherently inflates the User metric and causes the MNTN new user percentage to appear lower than expected.
🧠 Pro Tip: With this in mind, we advise that clients evaluate net-new customer acquisition by measuring New Users divided by Sessions instead.
This will measure net-new devices visiting your site against site visits. We typically find with this calculation the average net-new user percentage is around 30-40% for CTV Prospecting campaigns. (This percentage is an average and can differ based on a variety of factors).
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