Website Tracking Setup
Having website with no tracking might do the job but you will never be sure if it reaches its potential.
To reach the potential, we keep a close track of most important aspects of our websites.
A good tracking system is a requirement for meaningful reporting. Faulty tracking introduces a large noise in your data up to a point the reports doesn’t mean much.
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Every project starts with the first consultation. Fill the form and we’ll schedule our first call in order to understand your needs.
1. Centralising Tracking Setup
In order to keep track of all tracking points it’s required to have a single tool for it.
We use Google Tag Manager quite heavily. It allows not only centralising our tracking points but also allows us creating events with no code reuired.
It is a user interface for Javascript operation which allows us injecting tracking code to connect our websites with most of the tools available on the market.
In order to keep track of each tracking script we inject into our websites we use a good well formed naming convention. Our main goal is to allow admins to understand all tracking by just visiting GTM dashboard.
2. Most common tracking tools
GTM is just a bridge between the website and other digital marketing tools.
There are a set of tools to be used for tracking that we always inject into our websites.
It gathers all traffic and user behaviour in one place. Requires advanced configuration.
It keeps track of mouse events (movement, clicks) and records user sessions so we can step into user’s shoes.
It is also nice to add tracking code for advertisement platforms. These tracking codes are commonly called ‘pixels’. They are a piece of code that grants advertisement platform access to user activity data.
While there are no limits to what these scripts might track, usually platforms track only what they are beeing told to track by the account administrator. The following are the most common pixels to add:
- Facebook pixel
- Linkedin pixel
- Google Ads pixel
One way of getting use out of these pixels is that it allows us attributing form submission or other user conversions to the specific campaigns when we run our ad campaigns.
You might think that you don’t need these pixels until you start using any of the advertisement platforms mentions, yet we add relevant pixels as early as possible to allow tagging our current users as an audience for future retargeting and retention campaigns.
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We’re meant to work on all phases of the project – development, publishing and maintaining – in order to reach best results. Yet, it’s also possible to have us taking ownership over each phases separately.
Keep in mind that reporting can be limited by any issues in tracking, ads or website setup. It’s important to have either a good plan or only one side covering all website aspects to escape any blocking issues.