If you do ANY marketing online, then you will want to know what is working, and what isn’t. Otherwise, it would be like throwing mud at a wall and seeing what sticks – which really doesn’t work.
We do this by tracking our activity (both paid and organic) so that we can understand some things about our audience, and what they are interested in.
What Do We Mean By Tracking?
Tracking has lots of different meanings…
But in a digital marketing sense, tracking is a way to measure the online interactions or activities of your visitors. We do this by collecting all sorts of data based on what it is we want to measure.
For example, if we want to track how an ad campaign is performing in collecting leads, we would collect data on clicks from the ad to the landing page, and then data on how many people then fill out a form to give you their contact details.
Tracking is important for paid activity (for me, it’s essential), and it is also helpful with your organic marketing – so you know where to spend your time building an audience.
Tracking Shows What Content is Being Consumed
How do you know what content your audience is responding to?
Well, on the surface, this is an easy one to answer! If you create a video and no one watches it, or write a blog, and no one reads it – then you need to change up your content. And conversely, if your videos are being watched, and you content being consumed, then you know THAT is what your audience is interested in.
Interestingly, one of the most popular video on my Youtube channel is a very short video showing viewers how to put a Facebook Pixel on a Kartra page. Super simple content, but gives value, so it resonates.
Tracking Helps You Optimise Your Ad Spend
When I run a paid campaign online, I want to know ad inspired someone to take action. I also want to know
Google Analytics is Your Friend!
If you do not have Google Analytics installed on your website, then you need to go and do that right now. Without it, you will miss out on half the data picture. Sure, you’ll get data from your outside channels, like Facebook, Twitter etc – but those channels do not give you in depth information about what those visitors do once they are on your website.
I LOVE Google Analytics, as it gives me so much information about what people do on my site:
- What is being read or watched
- Where my website traffic is coming from
- How long people stay on my website
- If they go on to look at other content
What About Pixels and Other Tracking Codes?
Yes, if you are going to be running paid ads, then then it’s essential. I will cover the Facebook Pixel in a future article – but if you think you’re going to run ads, then go and create a pixel now and put it on your website. For those with WordPress site, there is a plug in that you can get directly from Facebook that will help you do this, without needing a web developer.
I also like to use tracking codes in the URL, so that Google Analytics can store additional information. For example, if I am promoting an article across more than one social media channel, I will want to know how much traffic each channel drove, and other metrics like how long they stayed around, and if they went on to look at other content on my site.
Listen to What Your Data is Telling You
Assuming that you have all your tracking in place (and it’s working!) you get to start collecting the all important data to help you make adjustments to your marketing efforts. The key is to have the right data to help you make a strategic decision about what to do next.