Klarna is one of the biggest providers in Europe of in-store credit and invoice based payment solutions for the ecommerce sector. The company enables the end-consumer to order and receive products, then pay for them afterwards. Klarna assesses the credit and fraud risk for the merchant, allowing the merchant to have a zero-friction checkout process – a win-win for the merchant-customer relationship.
Third-party domains pose a problem
Merchants use Klarna’s iframed checkout solution. The iframe is located on the merchant’s domain, but the actual iframe contents are hosted on Klarna’s own domain. Browsers such as Safari on iPhone and iPad, and later generation desktop browsers such as Internet Explorer 10 prevent third-party cookies by default. Many analytics solutions rely on the use of cookies though. In order to prevent the loss of nearly all iPhone visits and many desktop visits, Klarna wanted to address this problem.
A cookieless approach to the rescue
Working with Google Analytics Certified Partner Outfox, Klarna found exactly what it needed in Universal Analytics, which introduces a set of features that change the way data is collected and organized in Google Analytics accounts. In addition to standard Google Analytics features, Universal Analytics provides new data collection methods, simplified feature configuration, custom dimensions and metrics, and multi-platform tracking.
“Thanks to Universal Analytics we can track the iframe on our merchants’ domains and be sure we get all traffic.”
- David Fock, Vice President Commerce, Klarna
In Klarna’s new cookieless approach, the “storage: none” option was selected in creating the account in Universal Analytics. The checkout iframe meanwhile uses a unique non-personally identifiable ‘client ID’. These measures cause Universal Analytics to disable cookies and instead use the client ID as a session identifier. Because no cookies are in use, browsers that don’t allow for third-party cookies aren’t an issue at all.
Virtual pageviews are sent on checkout form interactions. Custom dimensions and metrics are used for tagging a visit, with a dimension indicating which merchant is hosting the iframe, and a metric showing what cart value the user brings to the checkout.
Complete tracking and assured analysis
With Universal Analytics features, Klarna ensures iframe tracking is complete across all browsers. By using the virtual pageviews as URL goals and funnel steps, goal flow visualizations are used to find bottlenecks in the checkout flow. The new custom dimensions and metrics together with ecommerce tracking mean that reports can now be set up to reveal how each merchant’s cart value correlates to its final transaction value.
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