Klarna tracks third-party iframe with Universal Analytics’ cookieless approach
Company Size
1,000+
Region
- Europe
Country
- Sweden
Product
- Universal Analytics
Tech Stack
- Google Analytics
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Digital Expertise
Technology Category
- Analytics & Modeling - Big Data Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Finance & Insurance
- Retail
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Fraud Detection
- Supply Chain Visibility
Services
- Data Science Services
- System Integration
About The Customer
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. The company is based in Stockholm, Sweden.
The Challenge
Klarna, one of the biggest providers in Europe of in-store credit and invoice-based payment solutions for the ecommerce sector, was facing a challenge with tracking customer interactions on their platform. The company's checkout solution was hosted on an iframe located on the merchant's domain, but the actual iframe contents were hosted on Klarna's own domain. This posed a problem as 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, and Klarna was losing nearly all iPhone visits and many desktop visits due to this issue.
The Solution
Klarna found a solution in Universal Analytics, which provides new data collection methods, simplified feature configuration, custom dimensions and metrics, and multi-platform tracking. In Klarna’s new cookieless approach, the “storage: none” option was selected in creating the account in Universal Analytics. The checkout iframe 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.
Operational Impact
Quantitative Benefit
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