When used correctly, website tracking can help your company to grow quickly, reach your customers better and make the best use of your budget. However, this requires not only technical know-how, but also a holistic approach to developing a tracking concept. In this article, we reveal what this can look like in practice, what a good concept should include and how you can implement this with the help of Google Analytics.
In a nutshell: Your website should definitely use website tracking from Google Analytics if you want to improve the performance of your site.
In a little more detail, tracking is primarily about examining online marketing measures in terms of their efficiency and optimizing your campaigns. Tracking focuses on the following key questions:
Get to know your potential customers - Tracking helps you to better understand your customers. Where do they come from, which channels do they use and how do they find you?
The right channels for the right customers - Tracking tells you which channels generate the most traffic for you so that you can optimize your campaigns. This means less work and more ROI for you.
Measurement figures for your campaigns - Tracking tells you how much traffic a particular campaign generates for your website and thus provides you with comparable values. This gives you a better chance of success when designing your campaigns.
Identifying returning visitors - Well-designed website tracking not only allows you to take a look at new visitors, but also at returning traffic. This allows you to sharpen your retargeting even further.
Adjust content marketing- An analysis of website tracking allows you to identify efficient ads, campaigns and channels. This also benefits your content marketing, as it allows you to adapt your content and provide your customers with the information they are really looking for.
When it comes to the tracking concept, you need to find a balance between complexity and readability. Comprehensive statistics that include all relevant key figures in detail provide you with very finely compiled results. On the other hand, this may not even be necessary as your campaigns are focused on specific values.
The tracking concept (often referred to as a measurement plan) helps you to filter the relevant information in order to formulate the analyses, results and goals that make sense for your company.
First of all, you should examine what your company wants to achieve with Google Analytics. Are you looking for more traffic? Do you want to achieve more conversions from returning visitors? Are you hiring highly qualified professionals? Are you planning a viral campaign?
All of this is a crucial determinant for the metrics in website tracking. Whether you want to measure views, contact requests or page interactions is an essential factor for your tracking concept.
Google Analytics is a comprehensive analysis tool that allows you to keep track of your entire marketing mix. At a conceptual level, however, this also requires you to choose the right channels and strategies.
For example, do you focus traffic on your website or does your core business take place on social media? Do you have a store that is linked to online retail or are you a purely digital partner? Do you work primarily with SEO or does SEA play a crucial role in your online marketing?
The more different measures and channels you use, the more complex your tracking becomes.
A tracking concept must determine which tracked factors are considered KPIs for your company. Choosing the right metrics will allow you to understand more quickly how your site is performing and how well you are communicating and interacting with potential customers.
Classic KPIs include the number of sessions, the click-through rate, the scroll depth or the bounce rate.
In order to use the data from website tracking as efficiently as possible, segmentation must take place. The more complex the correlations and the larger the company, the more the different data should be segmented.
For example, different actions can be initiated if users bounce directly before the checkout or immediately after visiting a website. You can also segment regionally - this way you know exactly which customers are more likely to shop online and which could probably also drop by your local store.
In large marketing departments in particular, this segmentation is a success factor that should not be underestimated, as several employees or even departments are involved in the analysis, management and optimization of a campaign.
In the final part of a detailed conceptualization, you link the desired goals with specific key performance indicators in order to have measurable success and obtain contextual data.
You can also assign monetary values here in order to better measure the success of your website through event values without having to rely solely on conversions.
Whether your customers call up a specific URL, land on a specific landing page or stay on the ball with your content - you should know exactly which actions of your customers should lead to which result.
Whether you are focusing on mobile marketing, want to know more about the interplay between social media and your site performance or want to lead to a faster checkout for your online store: A deep web analytics helps you to not just randomly track information, but to always be one step ahead of your customers' wishes.
Because Google Analytics offers access to so much information and functionality, it can quickly become overwhelming. Without an elaborate and well thought-out targeting concept, the very KPIs and data hierarchies that make the success of your campaigns readable are missing.
Online marketing constantly presents you and your company with new challenges. As an experienced partner, we are always at your side - feel free to contact us if you have any questions and let us advise you on our range of services.
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