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:
- Count Web site visit
- Count Web site session
- Average time spent on a website/App
- Number of web pages visited by an user
- Bounce rate of the website
- Clicks made of the particular page
- Clicks made on the particular link
- Number of downloads form the website
- Number of form submissions from the website
- Number of purchases made on the website
- Device of the visitors
- Operating system of the visitors
- City from which they visit the website
- Country from which they visit the website
- 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).
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.
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.