{"id":156701,"date":"2025-03-26T00:06:14","date_gmt":"2025-03-26T00:06:14","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/gtmtips-once-userid-always-userid\/"},"modified":"2025-03-26T00:06:14","modified_gmt":"2025-03-26T00:06:14","slug":"gtmtips-once-userid-always-userid","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=156701","title":{"rendered":"#GTMtips: Once userId, Always userId"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>The <a href=\"https:\/\/support.google.com\/analytics\/answer\/3123663\">User ID<\/a> is definitely one of the coolest things about Universal Analytics, <em>if used correctly<\/em>. It might reveal some surprising insights about your visitors, since now you\u2019re not restricted to analysing visitors as just browser or device instances as before, but rather you can build your stories around all the touch points the user might have had on their journey to and through your web properties.<\/p>\n<p>With this simple tip, you can extend User ID tracking to return users without them needing to authenticate. This is done with a cookie.<\/p>\n<p><strong>Note!<\/strong> This means that the User ID will often persist on public computers, so the person you\u2019re tracking might not actually be the same <em>human<\/em> (it might also be a llama with some tech skills).<\/p>\n<p>This idea was inspired by the comments in Annie Cushing\u2019s blog post: <a href=\"http:\/\/www.annielytics.com\/blog\/analytics\/google-analytics-user-metrics-bs-sites\/\">Why Google Analytics User Metrics Are BS (For Most Sites)<\/a>. Especially the comments by John Mitchell and Christopher Mason were particularly insightful.<\/p>\n<p>                <span class=\"simmer\"><br \/>\n  <span class=\"close\">X<\/span><\/p>\n<p>\n    <span class=\"fa fa-md fa-bell\"\/><br \/>\n    <strong>The Simmer Newsletter<\/strong>\n  <\/p>\n<p>\n    Subscribe to the <a href=\"https:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n  <\/p>\n<p>  <\/span><\/p>\n<h2 id=\"tip-8-user-id-for-non-authenticated-return-users\">Tip 8: User ID for non-authenticated return users<\/h2>\n<div style=\"aspect-ratio: 1518 \/ 848;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2014\/10\/userid-cookie.jpg\" title=\"User ID in Cookie\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"848\" width=\"1518\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2014\/10\/userid-cookie.jpg#ZgotmplZ\" alt=\"User ID in Cookie\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>The process is pretty much this:<\/p>\n<ol>\n<li>\n<p>When users authenticate, the user ID should be stored in dataLayer<\/p>\n<\/li>\n<li>\n<p>When subsequent Universal Analytics tags are fired, the <code>&amp;uid;<\/code> key should first check if the User ID is in <code>dataLayer<\/code><\/p>\n<\/li>\n<li>\n<p>If it is, then a cookie is written in the user\u2019s browser with this User ID, and finally the value is returned to the tag<\/p>\n<\/li>\n<li>\n<p>If the User ID is not in <code>dataLayer<\/code>, GTM checks if it\u2019s stored in a cookie, and if it is, the cookie value is returned<\/p>\n<\/li>\n<li>\n<p>If there is no such cookie, nothing is returned and the User ID parameter will not get sent<\/p>\n<\/li>\n<\/ol>\n<p>So, for this to work you\u2019ll need three variables. First one is <strong>{{uid in datalayer}}<\/strong>, and it\u2019s a simple Data Layer Variable where the variable name it points to is whatever you have configured by your website. I\u2019ll user <code>userId<\/code> in this example.<\/p>\n<div style=\"aspect-ratio: 383 \/ 470;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2014\/10\/uid-in-datalayer.jpg\" title=\"userId in dataLayer\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"470\" width=\"383\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2014\/10\/uid-in-datalayer.jpg#ZgotmplZ\" alt=\"userId in dataLayer\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>So when a user logs in, the website should push their User ID into <code>dataLayer<\/code> like so:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\">dataLayer.push({\n  <span style=\"color:#a50\">'userId'<\/span> : <span style=\"color:#a50\">'AAA-123'<\/span>,\n  <span style=\"color:#a50\">'event'<\/span> : <span style=\"color:#a50\">'authentication'<\/span>\n});\n<\/code><\/pre>\n<\/div>\n<p>This shouldn\u2019t come as a surprise, right? That\u2019s how you should do it in any case. The \u2018event\u2019 push fires the Event Tag which sends the user ID to Google Analytics. Nothing ground-breaking here, yet.<\/p>\n<p>Next, you\u2019ll need two other variables. The first one is a <strong>1st Party Cookie<\/strong> variable, which looks for whatever cookie name you\u2019ve decided to store the user ID in. I\u2019ll use <code>userId<\/code> again for consistency, but note that it\u2019s a pretty common name, and you don\u2019t want to overwrite other cookies written by your scripts.<\/p>\n<div style=\"aspect-ratio: 447 \/ 437;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2014\/10\/uid-in-cookie.jpg\" title=\"User ID in cookie\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"437\" width=\"447\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2014\/10\/uid-in-cookie.jpg#ZgotmplZ\" alt=\"User ID in cookie\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Finally, you\u2019ll need a <strong>Custom JavaScript Variable<\/strong>, which we\u2019ll call <strong>{{user id}}<\/strong>. Its task is to perform the algorithm described in the beginning of this chapter.<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\"><span style=\"color:#00a\">function<\/span>() {\n    <span style=\"color:#00a\">if<\/span> ({{uid <span style=\"color:#00a\">in<\/span> datalayer}}) {\n        <span style=\"color:#00a\">var<\/span> d = <span style=\"color:#00a\">new<\/span> <span style=\"color:#0aa\">Date<\/span>();\n        d.setTime(d.getTime()+<span style=\"color:#099\">1000<\/span>*<span style=\"color:#099\">60<\/span>*<span style=\"color:#099\">60<\/span>*<span style=\"color:#099\">24<\/span>*<span style=\"color:#099\">365<\/span>*<span style=\"color:#099\">2<\/span>);\n        <span style=\"color:#00a\">var<\/span> expires = <span style=\"color:#a50\">'expires='<\/span>+d.toGMTString();\n        <span style=\"color:#0aa\">document<\/span>.cookie = <span style=\"color:#a50\">'userId='<\/span> + {{uid <span style=\"color:#00a\">in<\/span> datalayer}} + <span style=\"color:#a50\">'; '<\/span>+expires+<span style=\"color:#a50\">'; path=\/'<\/span>;\n        <span style=\"color:#00a\">return<\/span> {{uid <span style=\"color:#00a\">in<\/span> datalayer}};\n    } <span style=\"color:#00a\">else<\/span> <span style=\"color:#00a\">if<\/span> ({{uid <span style=\"color:#00a\">in<\/span> cookie}}) {\n        <span style=\"color:#00a\">return<\/span> {{uid <span style=\"color:#00a\">in<\/span> cookie}};\n    }\n    <span style=\"color:#00a\">return<\/span>;\n}\n<\/code><\/pre>\n<\/div>\n<p>And, finally (phew! this was supposed to be a simple tip), you need to edit your Universal Analytics tags to fetch the <strong>{{user id}}<\/strong> for the <code>&amp;uid;<\/code>:<\/p>\n<div style=\"aspect-ratio: 798 \/ 201;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2014\/10\/user-id-field.jpg\" title=\"user-id-field\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"201\" width=\"798\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2014\/10\/user-id-field.jpg#ZgotmplZ\" alt=\"user-id-field\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>And that will do it.<\/p>\n<p>Remember, this isn\u2019t for everyone. There\u2019s no inherent benefit of always tracking return users unless it\u2019s something you consider necessary for you to achieve your business goals. Sometimes it\u2019s a business requirement itself to track return users who <em>don\u2019t<\/em> authenticate. And don\u2019t forget the warning about public computers. You might want to edit this script to only work for mobile phones and tablets, since it\u2019s less likely that they have as many users as a library computer might.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>The User ID is definitely one of the coolest things about Universal Analytics, if used correctly. It might reveal some surprising insights about your visitors, since now you\u2019re not restricted to analysing visitors as just browser or device instances as before, but rather you can build your stories around all the touch points the user [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":156702,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[14492,64633],"dealstore":[],"offerexpiration":[],"class_list":["post-156701","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-gtmtips","tag-userid"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#GTMtips: Once userId, Always userId - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=156701\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#GTMtips: Once userId, Always userId - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"The User ID is definitely one of the coolest things about Universal Analytics, if used correctly. 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