Server-Side Tracking Metrics for Gaming Marketplace
This add-on provides anonymous default device metrics (like screen resolution, GPU type, and network bandwidth). With this enriched your BigQuery dataset from server-side Google Tag Manager, you'll be able to:
- Make Data-Driven Decisions: Storing all this data in BigQuery enables real-time analytics and machine learning models that can predict player churn, optimize in-game purchases, and guide game development based on actual device performance.
- Analyze ad effectiveness based on device and gameplay data. Identify patterns in how different player segments engage with ads and in-game offers.
- Run cohort analysis using BigQuery to see how players from different devices or locations respond to marketing campaigns over time.
- Predict gaming product lifetime value by correlating device performance (like
cpu_coresandgpu_vendor) with gamers behavior and campaign engagement.
| Field Name | Data Type | Description | Source |
|---|---|---|---|
session_id | STRING | Unique identifier for each session. | Custom |
timestamp | TIMESTAMP | The time when the data was collected. | Default |
gpu_renderer | STRING | The WebGL renderer info (graphics card). | Default |
gpu_vendor | STRING | The WebGL vendor (GPU manufacturer). | Default |
screen_resolution | STRING | Screen resolution in the format width x height. | Default |
viewport_size | STRING | Viewport size in the format width x height. | Default |
pixel_density | FLOAT | Device pixel ratio (DPR). | Default |
browser_name | STRING | Browser name and version. | Default |
operating_system | STRING | Operating system and version. | Default |
device_memory_gb | FLOAT | The amount of RAM on the device in GB. | Default |
cpu_cores | INT | Number of logical CPU cores. | Default |
touch_support | BOOLEAN | Whether the device supports touch. | Default |
pointer_type | STRING | Type of input device (mouse, touch, etc.). | Default |
canvas_support | BOOLEAN | Whether HTML5 canvas is supported. | Default |
average_fps | FLOAT | The average frames per second (FPS). | Custom |
battery_level_percent | FLOAT | Device's battery level in percentage (if available). | Default |
connection_type | STRING | Network connection type (WiFi, 4G, etc.). | Default |
bandwidth_mbps | FLOAT | Network bandwidth in Mbps (download speed). | Default |
Explanation:
-
Custom Metrics: These metrics, such as
player_id,session_id, andaverage_fps, are specific to your gaming environment and will need to be set up via your own JavaScript or tagging system like client Google Tag Manager. -
Default Metrics: These metrics, like
screen_resolution,gpu_renderer, andbrowser_name, are automatically collected using standard JavaScript APIs. These give you insights into the user's device and environment without needing extensive customization.
Case Study: Anonymous Users Graphic Card Data for Targeted Campaigns and Product Optimization
As a gaming marketplace or hardware retailer, understanding the preferences and setups of your users is crucial. By collecting anonymous graphics card data from your website visitors using server-side Google Tag Manager, you can gain valuable insights into their device capabilities and optimize both your marketing strategies and product offerings. With the rise of performance-demanding games and high-end gaming hardware, the ability to match users with the right products based on their device specifications gives you a competitive edge. The challenge for gaming marketplaces and hardware sellers lies in understanding which products appeal to which types of users without access to personalized user data. Traditional marketing campaigns can often miss the mark, targeting users with irrelevant products or offers that don’t align with their device setup. By collecting anonymous data on the graphics cards used by your visitors, you can create highly-targeted marketing campaigns based on their actual hardware. This approach allows you to:
Optimize Ad Campaigns
Target users with ads for products that match their current hardware setup. For example, users with older GPUs might receive ads for more affordable mid-range cards, while users with high-end GPUs could be targeted with premium offerings like 4K gaming monitors or high-performance cooling systems.
Personalize Product Recommendations
On your website or marketplace, use the GPU data to dynamically display product recommendations that are relevant to the user’s setup. This improves conversion rates by showing users products they are more likely to purchase based on their current hardware.
Segment Your Audience:
Create detailed audience segments based on the performance levels of the users' graphics cards. For instance, you could segment users into categories like “High-end Gamers” (RTX 30-series users), “Mid-range Gamers”, and “Budget Gamers”. This segmentation can be used to craft personalized email campaigns, retargeting ads, and special promotions.