Digital Marketing metrics to track

What Metrics Can be Tracked in Digital Marketing

Now that you’re aware of the advantages of digital marketing compared to the non-traditional marketing owing to the tracking , let’s see how we can set up tracking.

Tracking can be done in many shapes and sizes. To explain this further, let classify things.

What are the activities can be tracked?

Literally most of the online activities of a website/app user can be tracked expect some items for the privacy protection.

To start with these are following items can be tracked:

  1. Count Web site visit
  2. Count Web site session
  3. Average time spent on a website/App
  4. Number of web pages visited by an user
  5. Bounce rate of the website
  6. Clicks made of the particular page
  7. Clicks made on the particular link
  8. Number of downloads form the website
  9. Number of form submissions from the website
  10. Number of purchases made on the website
  11. Device of the visitors
  12. Operating system of the visitors
  13. City from which they visit the website
  14. Country from which they visit the website
  15. Network provider they used while visiting your website

Well the list is very extensive. If you would like to have a full list, visit the here.( create a new blog for this).

Tracking Mechanisms:

Standalone Tracking :

This tracking is based on the marketing platform.

If you’re creating a campaign from the google ad words, then google ad words will provide tracking mechanisms to track and measure the results. This is will track activities that started via this source. For example, if you are running Facebook and google campaigns, google ad words will show the conversions that happened from the google alone not include Facebook and vice versa.

Centralized tracking :

This tracking is based on the web property. If you’d setup a complete website tracking mechanism on this and all the things happened in the website will be tracked and reported. This is independent of any marketing channel. All the conversions & user behavior from all the channels will be available here. Usually the centralized software suite would provide the big picture of what’s happening with the website.

Tracking Mechanism

Most of the tracking infrastructure is based on two things. Cookies & JavaScript. If a used , disabled JavaScript and cookies, then it will be very hard to track the user behavior on the website, since these will be used predominantly. Cookies helps tracking software to identify the user by remembering this computer every time he visits the website unless he deletes all the cookies.

JavaScript takes care of all the user behavior related items like button click, scroll, etc.

Most of the tracking software will provide you a tracking code to past in either head or footer section of the website. Tracking code will be in JavaScript language which sends information about the user and user activities to the tracking software.

When the user visits a web-page with JavaScript and cookies disabled, it will be very difficult to track the behavior of the website. Large number of such user’s will skew the analytics data,but it can’t be prevented.

Some tracking websites used image for the tracking purposes which delivers same functionality as a JavaScript tracking code. But with a catch – This can track the user’s behavior even if they turned off the JavaScript or disable cookies.

How to setup tracking in Google & Facebook Ads

This type of tracking setup falls in the category of standalone tracking.

The advertisement system gives you the tracking code each specific purposes. For example , for lead conversion there’s a specific code, for sales conversion there’s a specific code. This needs to be installed in specific pages.

Another code will be used for the general purposes such as, behavior tracking and attribution. This needs to installed in all the pages. Please continue over next chapter for this.

About the Author: yathav

I'm very passionate about technology, marketing & analytics. Using WordPress and working on blogging & search engine optimization for almost 8+ years, I'd like to share my thoughts, hacks and best practices about what i do professionally & what I experience.

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