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The instructions in this help article may be affected by recent changes in the Analytics user interface. See this blog post for details. Help center updates are coming soon.

Benefits of using the User ID feature

Learn why you should implement the User ID

There are four main benefits of the User ID and this article will help you understand them.

In this article:

Get a more accurate user count

Many analytics technologies can’t identify unique users across multiple devices or sessions. Each time someone switches to a different device or starts a new session, another new user is counted. For example, the same person engaging with your content on a phone and a tablet logs two sessions and is, therefore, counted as two users in most analytics solutions.

The User ID can associate multiple sessions (and any activity within those sessions) with a unique ID. When you send an unique ID and any related engagement data to Analytics, all activity is attributed to one user in your reports.

Because every unique User ID is considered to be a unique user in your Analytics reports, you get more accurate user data that better reflects the real-world.

Analyze the signed-in user experience

You can implement the User ID in conjunction with your authentication system, so the unique ID that is used to identify a user account is sent to Analytics as the User ID. Any activity that happens when an account is signed-in can all be associated with that ID.

Because signed-in users usually engage with your content very differently than users that don’t sign in, the User ID lets you segment this subset of your traffic in your Analytics reports.

Access special tools and reports in your Analytics account

When you set up the User ID, you can access User ID reporting views and the Cross Device reports.

A User ID view is a special reporting view that only displays data from sessions in which a User ID and related data is sent to Analytics. With this view, you can get a better understanding of how this segment of traffic behaves differently than other traffic.

User ID views include a set of Cross Device reports, which aren’t available in other reporting views. These reports give you the tools and metrics you need to analyze how users engage with your content on different devices over the course of multiple sessions.

If you set up User ID in conjunction with your authentication system, the User ID view and Cross Device reports can help you get a better understanding of your signed-in users.

Find relationships between your acquisitions, engagement, and conversions

With data collected through the User ID, you can find and evaluate relationships between devices and engagement activities across multiple sessions, so you can better attribute acquisitions to conversions and see what your users do between these critical action points. You can use this data to develop new kinds of marketing campaigns and user experiences that are tailored to different device and engagement combinations.





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