We correlated data to a cookie ID (CID) value. The CID is a unique value in the Universal Analytics cookie that is assigned to each person that enters the website (or any other platforms). Cookies for a single user persist for up to 2 years. As a CID is stored server-side, it holds all of the acquisition and user behaviour data. This makes it perfect to accurately tally with other systems.
For this University, when a user submitting their information online and became a lead, all of their relevant information is automatically sent into the University's lead bin. This is a system that qualifies a lead and determines whether the criteria required to become a student is met. Once qualifying, the information is sent on to Salesforce (CRM-offline source), where the prospect entry is stored.
Measurement Protocol – what is it?
In mid-2014, Google Analytics released an upgraded version of itself: Universal Analytics. Amongst other improvements to the code are more ways to collect and integrate different types of data using the Measurement Protocol. Simply, Measurement Protocol is a way to send data from any source or device (offline or online) back into GA.