Klarna 使用 Universal Analytics 的无 Cookie 方法跟踪第三方 iframe
公司规模
Large Corporate
地区
- Europe
国家
- Sweden
产品
- Universal Analytics
技术栈
- Google Analytics
实施规模
- Enterprise-wide Deployment
影响指标
- Customer Satisfaction
- Digital Expertise
技术
- 分析与建模 - 实时分析
- 分析与建模 - 大数据分析
适用行业
- 金融与保险
- 零售
适用功能
- 销售与市场营销
- 商业运营
用例
- 供应链可见性(SCV)
- 欺诈识别
服务
- 数据科学服务
- 系统集成
关于客户
Klarna 是欧洲最大的电子商务店内信用和发票支付解决方案提供商之一。该公司让终端消费者能够订购和接收产品，然后再付款。Klarna 评估商家的信用和欺诈风险，让商家拥有零摩擦的结账流程——这对商家和客户的关系来说是双赢的。该公司总部位于瑞典斯德哥尔摩。
挑战
Klarna 是欧洲最大的电子商务店内信用和发票支付解决方案提供商之一，在跟踪其平台上的客户互动方面面临挑战。该公司的结账解决方案托管在商家域中的 iframe 上，但实际的 iframe 内容托管在 Klarna 自己的域中。这带来了一个问题，因为 iPhone 和 iPad 上的 Safari 等浏览器以及 Internet Explorer 10 等新一代桌面浏览器默认会阻止第三方 cookie。许多分析解决方案都依赖于 cookie 的使用，而由于这个问题，Klarna 几乎失去了所有 iPhone 访问量和许多桌面访问量。
解决方案
Klarna 在 Universal Analytics 中找到了解决方案，它提供了新的数据收集方法、简化的功能配置、自定义维度和指标以及多平台跟踪。在 Klarna 新的无 cookie 方法中，在 Universal Analytics 中创建帐户时选择了“存储：无”选项。结帐 iframe 使用唯一的非个人身份“客户端 ID”。这些措施导致 Universal Analytics 禁用 cookie，而是使用客户端 ID 作为会话标识符。由于没有使用 cookie，不允许第三方 cookie 的浏览器根本不是问题。虚拟网页浏览量是在结帐表单交互时发送的。自定义维度和指标用于标记访问，其中一个维度指示哪个商家托管 iframe，另一个指标显示用户带到结帐的购物车价值。
运营影响
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