Site Tracking is a powerful feature that connects your marketing and sales processes to your website activity. It allows you to “see” and then “react” in real-time as contacts visit your site and view specific categories and pages.
Site Tracking allows you to create marketing and sales processes that leverage behavioural targeting, triggered messages, and granular segmentation, all of which have proven to improve the contact experience and increase conversions.
This article will give you an overview of how you can use Site Tracking data and walk you through how to set it up.
How is Site Tracking different than your analytics solution?
Analytics solutions, such as Google Analytics, give you statistics about your website activity. It is aggregated data that is meant to identify trends and issues with your website. Site Tracking, on the other hand, gives you insight into what individual contacts are doing on your site. Beyond that, and most importantly, it allows you to automatically create personalized experiences for each of your contacts as they interact with your website.
Using Site Tracking to improve your marketing and sales:
With Site Tracking you can create marketing & sales processes that automatically adapt as your contacts interact with your website:
By combining Site Tracking data with other behavioural data (such as email campaign opens, link clicks, and form submits), you can accurately identify exactly what information and products are most important and interesting to each contact so you can target your cross-channel messages with content and offers you know appeal to them. This will increase the relevance of your messages beginning a positive feedback loop that ultimately leads to happier contacts and higher conversions.
How does Site Tracking work?
You place a small snippet of code into each page of your website so that page view data can be sent to your linked account. Site Tracking places a cookie that tracks page views. To associate page view data with a contact, a contact will need to be identified so that the site visits are linked to an email address.
Note that Site Tracking is collecting anonymous page view data for all your site visitors, even before a contact is identified. At the moment they are identified, all the historical page view data is automatically associated with that contact and all page view data going forward is added to the contact in real-time.
You can identify visitors when they click on a link in an email campaign, when they submit a form (third-party forms not included), and there is a third option to dynamically insert the email address into the tracking code for known visitors (see the section titled “A third option for identifying your contacts” below for more information).
How Site Tracking helps in Inventory Management
The information you can learn from a tracking system starts with basic stats, such as how many unique visitors you have had in a 24 hour period, and what countries they are coming from.
You also benefit from referrer and Pay-per-click (PPC) campaign reporting: all the search terms that were used to find your site are presented along with a list of all search engines used.
A ‘live’ tracking system such as different trackers gives you the insight and excitement of seeing who is browsing on your site in real-time.
Keep your stats indefinitely
By tracking unique visitors over long periods of time, you will be able to derive important return-on-investment (ROI) information. An example is conversion information. Conversion rate tells you which visitors convert into desired actions; placing an order, signing up for a newsletter, making a purchase, or viewing a shopping cart page.
Why do your visitors leave?
Another important function of tracking is to tell you where your leaks and drop-off points are. These are places on your website where visitors leave before completing a desired action.
The process of data-mining (searching the data that you have collected to obtain meaningful information) is facilitated by an easy-to-use interface.
Our focus is unique visitors and “human” events. For purposes of tracking human visitors to websites, server log analysis is being replaced by the more efficient technology of tracking systems. Tracker is part of the trend to replace log analysis with a simpler solution. It is no longer necessary to spend tedious staff-hours generating reports from hard-to-read log file entries. We have replaced this process with an interface that takes the frustration out of generating reports. It is now possible to get the information that you need in two minutes flat.