Services

Cross-Device Analytics

Connect user behaviour across iOS, Android and web into a single identity — so purchase patterns, LTV and campaign response can be measured without gaps.

When users interact across a website and mobile apps, platform-assigned IDs don't match — purchase attribution breaks, LTV calculations are incomplete, and promotion decisions rely on fragmented data. We reconcile identities across iOS, Android and web into a single global user ID, store unified event data in BigQuery, and surface journey maps, overlap reports and predictive LTV in Looker Studio.

FirebaseGoogle AnalyticsGoogle Tag ManagerBigQueryLooker StudioiOSAndroid

Proof point

MetricBeforeAfter

Cross-device identityBefore: iOS, Android and web tracked as separate, unlinked usersAfter: Single global user ID matched across all three platforms

Promo targetingBefore: Notifications sent without overlap data — duplicates and gapsAfter: Segmented notification and promo plan based on device behaviour

Average Order ValueBefore: Baseline for return usersAfter: +5% AOV for returning users

LTV measurementBefore: Not calculable across devicesAfter: LTV and predictive LTV calculated in Looker Studio

What it gives you

Cross-device identity resolution eliminates duplicate user counts, so promotion budgets are allocated against accurate reach rather than inflated totals.

Unified purchase journey data shows which channel combinations drive conversion, so campaign spend can be shifted toward sequences that produce orders.

Predictive LTV per user segment enables promotion thresholds calibrated to actual customer value rather than average-order assumptions.

A daily automated pipeline from Firebase and the Google Analytics API removes manual data pulls, so reporting stays current without analyst intervention.

How it works

01Firebase hit tracking is configured for iOS and Android; authorised user IDs are captured and mirrored as a custom dimension in Google Analytics.

02A global user ID is created to bridge platform-specific identifiers; daily exports from Firebase and the Google Analytics API load into BigQuery.

03An OLAP layer in BigQuery matches events by global ID, resolving cross-device journeys into a single user record for each session sequence.

04Looker Studio dashboards visualise device overlaps, purchase journeys, LTV and predictive LTV — updated automatically each morning.

What's included

Firebase event tracking setup (iOS & Android)

User ID capture in GA custom dimensions

Global user ID schema design

BigQuery dataset and daily pipeline

Cross-device identity matching logic

Looker Studio dashboard (overlaps, journeys, LTV)

Predictive LTV model configuration

Promo and notification segment export

What you'll need

Authenticated user IDs in mobile apps
Google Analytics 4 property active
Google Cloud Platform account
Firebase project linked to GCP
Access to iOS and Android codebases

What we analyse

Cross-device user overlapPurchase journey mappingReturn user AOV trackingCustomer lifetime valuePredictive LTV modellingNotification response ratesPromo plan effectivenessChannel attribution by deviceSession-to-order conversionSegment-level retention

Is this you?

Retail, food service or subscription businesses operating both a website and mobile apps, where the same registered user purchases across channels and promotion decisions depend on understanding that behaviour as a whole.

A HoReCa distributor operating across web, iOS and Android increased returning-user AOV by 5% within one promo cycle after cross-device identity resolution enabled targeted notification sequencing — and gained a calculable LTV baseline for the first time.

Talk to us about this Read the cross-device case study