How we used Google Analytics to connect online&offline data for a website with millions of users

Plarium is a company that develops strategic games for more than 250 million gamers around the world, including Vikings War of Clans, Stormfall Rise of Balur, etc. It was recently sold to Aristocrat, a major Australian gaming company. Many actions take place on-site before and after each game: profile settings, connecting with other players, community activities, ranking players, reading blogs, etc.; during the game itself, many other actions are taking place (server side): building various structures, attacking players and monsters, depositing money, collecting resources, purchasing weapons, training soldiers, etc.
 
This activity is usually compared to the activity of a client who lands on an eCommerce website, browses through products and then arrives at a brick-and-mortar store and makes a purchase: 
  • How did his online experience affect his actual offline purchase?
  • Which traffic source did he arrive from (PPC, social, organic, email, affiliate)?
  • The effect of optimization (AB test) on purchase probability

Despite the common beliefs that Google Analytics can only collect online data, data is sampled and inaccurate, and it’s impossible to track the behavior of a single user…

  • We presented all offline data on Google Analytics – hundreds of data per second; plus the numbers we presented matched those in the DB (less than 1% deviation)
  • We tracked single user behavior and witnessed the effect of changes to the website before and after
  • We performed customer segmentation followed by AB testing emails we sent the users
  • We used Google Analytics to present the following funnel: users who opened the email -> clicked through -> entered the game -> made a purchase
  • We used Google Data Studio to present real-time data (1-second lag) about what was happening on the website

Track: Technical Track (agencies, hands-on marketers) Date: 6 בDecember 2017 Time: 12:00 - 12:30

Case study field:

Web Analytics
Benji Azaria

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