[UA] Cross Device reports with data from users who turned on Ads Personalization

This data is available in the Cross Device reports starting from the date on which you activate Google signals.

The Cross Device reports include only aggregated data. No data for individual users is ever exposed.

By default, Google signed-in data expires after 26 months. However, if the Data Retention setting is set to anything shorter than 26 months, the Google signed-in data will respect this shorter time frame.

Depending on hit volume, it can take up to 60 seconds for these reports to load.

In this article:

• Where you see the data
• How Analytics generates the reporting data
• Cross Device reports
• Related resources

Where you see the data (in beta)

1. Sign in to Google Analytics.
2. Navigate to your view.
3. Open Reports.
4. Select Audience > Cross Device.

How Analytics generates the reporting data

Analytics observes behavior on a site by users who have signed in to one of their Google accounts (e.g., Gmail, Google+, YouTube) and who have turned on Ads Personalization. Analytics uses that observed behavior to develop the data models on which the reports are based.

The data models are based on login rates and on device type, and are customized for each Analytics reporting view.

Analytics looks at logins and device types for all users who had signed in to Google accounts and who also converted. Analytics knows which device a user was on for the initial ad click and which device the user was on for the associated conversion. Analytics also knows about other intermediary interactions the user had with the same advertiser along the way to conversion. For example, a user might click the first ad while on a cell phone, click a second ad while on a tablet, and then complete the conversion from a desktop (mobile > tablet > desktop).

Analytics models behavior for all users based on the behavior of users who had signed in to their Google accounts. The modeled data is included in reports only when we have confidence that the model reflects the directionality of the data for all users.

Cross Device reports (in beta)

Currently, you cannot apply segments to the Cross Device reports.

These reports, like other Analytics reports, are subject to sampling. These reports are sampled when the data for the date range you are using exceeds 250k sessions. Sampling occurs at the property level for standard and 360 properties.

A fixed, system-defined threshold is applied to report data to prevent anyone viewing a report from inferring the identity of an individual user. When a row of data contains fewer users than the threshold, that row is withheld.

If data is withheld from your reports due to thresholding, you can increase the date range or remove filters to increase the volume of data in the report.

When you activate Google signals, the Cross Device reports are augmented with the modeled data as outlined below.

Device Overlap

Data

Users by device, Device overlap

Dimensions:

• Device Category
• Device Category and OS

Users, Sessions, and Conversions by selected dimension

The tiles indicate the combinations of devices that users employed to engage with your content. For example, [Desktop] + [Mobile] indicates that users engaged with your content using both Desktop and Mobile devices.

Device Paths

Data

Filter: all steps in path, steps before or after conversion

Dimensions:

• Device Category
• Device Category and Campaign
• Device Category and Channel
• Device Category and Medium
• Device Category and OS
• Device Category and Source

The sequence of devices used on the path to conversion

Users, Sessions, and Conversions by selected dimension

The tiles indicate the sequences of devices that users employed to engage with your content. For example, [Desktop] > [Mobile] indicates that users engaged with your content first from a Desktop device and then from a Mobile device.

Channels

Data

Users by channel, Users by channel over time

Dimensions:

• Default Channel Grouping
• Ad Content
• Age
• Campaign
• Gender
• Keyword
• Medium
• Source
• Source/Medium

Acquisition, Behavior, and Conversion metrics by selected dimension

The data in this report is based on the Last Non-Direct Click attribution model.

Acquisition Device

Data

New Users by channel, New Users by channel over time

Dimensions:

• Device Category
• Device Category and Campaign
• Device Category and Channel
• Device Category and Medium
• Device Category and OS
• Device Category and Source

The first device used on the path to conversion

New Users, Sessions, Revenue, and Conversions by selected dimension

Related resources

Activate Google signals.

Tips for interpreting data from Cross Device reporting.