How to Track Cross-Device Conversion Funnels in GA4 (Google Analytics 4)?

In today's multiple device world, it is common for users to engage with your site or app on several devices: smartphones, tablets and desktops, before converting. Tracking these cross-device journeys is important to understand user behaviour and optimizing conversions. A Conversion Funnel within GA4 (Google Analytics 4) gives you the wherewithal to map these complex journeys and understand where users are dropping off, as well as where conversions are impacted by device transitions. This blog will help you set up and analyze cross-device Conversion Funnels in GA4, and we also hope it gives you some actionable recommendations to improve your marketing strategy. Let's see how to take advantage of GA4 for cross-device tracking!

What is a Cross-Device Conversion Funnel in GA4?

Why is cross-device tracking important? A Conversion Funnel in GA4 for cross-device journeys tracks how users move through various steps towards a goal, for example, buying a product, or a signup, across multiple devices. GA4 is user focused - GA4 is both user-centric and user-level - it combines User-ID (unique user identification) and device IDs (device identification) to stitch together interactions across devices and create a holistic journey to uncover the exactly how a user commenced a journey on their mobile device - while they shifted over to their desktop to convert.

Consider it this way, a user maybe finds your site on a smart phone, they may add things to a shopping cart on their tablet, and then they finally purchase on their laptop. What types of conversion impacts do these types of transitions have on your conversion statistics? In GA4, a Conversion Funnel gives you insight and uncover opportunities to enhance your user experience across all different devices.

Why You Should Monitor Cross-Device Conversion Funnels in GA4?

With users continuing to cross various devices in the journey of their experience with your collection/platform, understanding these interactions helps in creating a continuous experience. A Conversion Funnel in GA4 shows you where cross-device users drop off. For example, a user may have started an experience on a mobile device, dropped off, then come back on a desktop. Understanding this allows you to rectify issues like inconsistent design or functionality across devices and interactions.

Along with cross-device functionality, your GA4 property uses User-ID for logged in users, and device based identifiers for anonymous users, effectively giving you the complete picture of behavior for the journey across various devices. Make sure that your Conversion Funnel is in GA4 to reduce friction in the process and optimize the user experience satisfaction and conversion rates for better business returns.

How to Set up Cross-Device Tracking in GA4?

What did you need to do to get started with a funnel for cross-device? Setting up the Conversion Funnel in GA4 for cross-device journeys requires two things: enabling the proper capabilities, and constructing the funnel properly. 

1. Enabling User-ID Tracking: In GA4 click "Admin" > "Data Streams" and enable User-ID reporting if your site allows visitors to log into their account. This means that actions taken by the user will be linked across devices only if the user is logged into their account. You will need to ensure that your site or application will collect the User-ID via authentication systems. 

2. Set up Google Signals: Click "Admin" > "Data Settings" > "Data Collection" and enable Google Signals. This setting will enable cross-device tracking for users who are logged into their Google account, even if they are not using a User-ID.

3. Create a Funnel Exploration: On the GA4 dashboard, click "Explore" > "Funnel Exploration." Name your report (suggestion: Cross Device Purchase funnel)

4. Create the steps of the funnel: Added steps could be "View Product," "Add to Cart," "Initiate Checkout," and "Purchase" for a simple funnel. You may utilize events or page locations ("page_location contains checkout.html") to mark the steps in your funnel.

Add Device-Based Segments: Under the "Variables" tab, create segments, such as "Mobile," "Desktop," and "Tablet," that will give you a deeper understanding of how users transition to different devices.

Use Cross-Device Filters: Filters, such as User-ID is not null for logged-in users or Device Category, can narrow the analysis to specific device types.

Use Path Analysis: Under the "Exploration" tab, select the "Path Exploration" tab view to help visual aid how users transition between devices at each step of the funnel.

Save and Review: Save your report so you can refer back to it later. Regularly review for trends in cross-device behavior.

By establishing these features of a Conversion Funnel in GA4, you will be able to track cross-device behaviors, making the user journey easier to analyze.

How Can You Investigate Cross-Device Conversion Funnels in GA4?

To analyze a Conversion Funnel in GA4 for cross-device journeys, you will need to look at how users transition across devices, as well as where users abandon the funnel. Start by checking the funnel visualization and confirming that you have identified areas with high rates of abandonment. For example, if users abandon the funnel a lot during the swap from mobile to desktop, the user experience is likely broken.

Next, you may want to use the “Breakdown” feature to segment the data by device category or traffic sources. This will help determine whether mobile-to-desktop transitions, for example, had notably lower completion rates than journeys within a single device. You can also leverage the “Path Exploration” report to see how users proceeded through each device interaction. If there are a lot of users who started on mobile and converted on desktop, you can consider prioritizing the mobile browsing experience to increase chances for early conversion.

Lastly, you might check the “Elapsed Time” metric to understand the amount of time users are taking between steps. If users are taking a long time to switch devices, the reason might be that user data is slow to sync across devices. Reviewing these variables will help you determine where you can make adjustments within your cross-device Conversion Funnel in GA4!

What Are the Best Practices in Optimizing Cross-Device Conversion Funnels?

Cross-device performance optimization? In GA4, together with optimizing the conversion funnel for cross-device journeys, you should be looking at device-centric issues and embracing consistency. Below are some actionable insights:

Responsive Design: Build a fully responsive website or application with the same layout and functionality across devices. When you go to test your user navigation, make sure you test from mobile, tablet, and desktop to eliminate friction.

Synchronize your User Data: You might consider some user-ID or persistent cart type feature to maintain items added from one device (e.g., mobile) onto another device (e.g. Desktop).

Page Load Speed: On mobile devices, slow page loading speed is highly damaging to your users. Use Google PageSpeed Insights to find ways to improve on the device.

For Authentication, Keep it Simple: If you are providing a way to login users, you will need to keep the User-ID design across all devices so that you don't have drop-offs with logged in users.

Test Out Device Transitions: Simulate cross-device journeys for users, so you can see if cart items are syncing across devices, and forms that reset during device transitions.

Leverage A/B Testing: Use GA4’s integration with Google Optimize to test the variations of your pages or CTAs between devices to ensure a better user experience.

By implementing these practices, you can create a seamless cross-device experience, improving the effectiveness of your Conversion Funnel in GA4.

What Challenges Could You Potentially Face When Tracking Cross-Device Funnels?

Tracking Cross Device Conversion Funnels in GA4 presents challenges, but understanding these challenges puts you in a position to fix any problems that may arise:

Incomplete User-ID Adoption: When few users login, GA4 must rely on Google Signals or device IDs, and this may not account for all cross-device interactions.

Privacy Restrictions: Some users will opt out of personalized ads and others will disable cookies, and either of these options can limit tracking accuracy. You can encourage User-ID adoption with engaging incentives (loyalty programs, etc.).

Data Misalignment: It is likely that cross-device data will not perfectly align, when taking into consideration other session times discrepancies, and behaviors by the device. Use the ‘Data Quality’ settings GA4 provides, to track any tracking issues.

Complex Setups: In order to collect User-ID and Google Signals you will need technical expertise to ensure your development teams implement tracking codes correctly.

When you mitigate these challenges, you can improve the accuracy of your Conversion Funnel in GA4 and get valuable insights.

Frequently Asked Questions About Cross-Device Conversion Funnels in GA4

Do I Need User-ID to Track Cross-Device Funnels in GA4?

No, but it helps. User-ID tracks logged-in users across devices, while Google Signals captures anonymous users signed into Google accounts. Combining both provides the most comprehensive data for your Conversion Funnel in GA4.

How Does GA4 Handle Users Who Switch Devices Mid-Funnel?

GA4 uses User-ID and device IDs to link sessions across devices. If a user switches from mobile to desktop, GA4 stitches these interactions into a single user journey, visible in your funnel report.

Can I Track App-to-Website Cross-Device Funnels in GA4?

Yes, if you configure app and web data streams in the same GA4 property and enable User-ID or Google Signals. Define funnel steps using app events and web page views to track the journey.

Why Are My Cross-Device Funnel Numbers Lower Than Expected?

Low numbers could result from limited User-ID adoption, privacy settings, or incomplete Google Signals activation. Check your data collection settings and encourage user logins to improve tracking.

How Can I Improve Mobile-to-Desktop Transitions in My Funnel?

Ensure responsive design, sync user data (e.g., carts or forms), and simplify login processes. Analyze device-specific drop-offs in your Conversion Funnel in GA4 to identify and fix issues.

Conclusion

Tracking cross-device Conversion Funnels in GA4 unlocks valuable insights into how users navigate your website or app across devices. By enabling User-ID, activating Google Signals, and analyzing device-specific data, you can optimize the user journey, reduce drop-offs, and boost conversions. Regularly monitor your funnel, address challenges like privacy restrictions, and implement best practices to create a seamless experience. Start leveraging GA4’s cross-device tracking today to enhance your marketing strategy and drive business success!