Westwing, analyzes cross-device integration data using Google analytics in order to market consumers more effectively.

The project goals were to understand cross-device usage patterns and purchasing paths and align marketing decisions with customer behavior across devices. Google conducted user-centred analytics to track cross-account and cross-device conversion tracking. Having a clear picture of shopping paths of users helped West Wing map its marketing spend and be more effective with campaigns.

Google claims it: * Reduced average page load time by 18% * Adjusted marketing spend for more accurate alignment with true user behaviour * Discovered smartphones and tablets were undervalued in purchase path in previous analyses and increased spending via these channels