Klarna tracks third-party iframe with Universal Analytics’ cookieless approach

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

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.

Read about how Outfox helped Klarna