What is Tracking?
Tracking is the process of tracking, recording and examining the activities of visitors on a website. In this way, valuable information is collected in online marketing and, as a result, deeper insights into user behaviour, customer journey and conversion rate are gained. Cookies and IP addresses are used for web tracking
- Logs the behaviour of users
- Collects sought-after information and details
- Is the basis for optimising pages
- Data protection must always be observed
Tracking – indispensable for the success of pages
When we talk about tracking, we usually mean the tracking and targeted investigation of user activities on websites. This important area of online marketing is therefore concerned with how internet users proceed on individual pages and find their way to the product or service. This primarily provides information about how successful a website is and what optimization needs it may still have. Tracking has become indispensable for the success of websites, online shops, blogs and apps. With tracking, user behaviour can be analysed in detail and the weak points of the website can be revealed. The webmaster ideally observes all data protection regulations in order to be on a safe side in the legal sense. With the help of web tracking tools, pseudonymised data is collected and used for the analysis. Technically speaking, this is done via cookies, whereby smaller text files with codes are used on the users end devices. Webmasters can find out which pages the users come from, the date and time of the calls, the amount of data, used browsers and much more. So the main questions are: Who are my users? How did the users come to my website? How do the visitors move around the website?
Which key figures are measured by tracking?
Webtracking can determine numerous important key figures. For online shops, for example, it is interesting to know at which points visitors more frequently interrupt their stay. In addition to the bounce rate, web analytics naturally also measures many other parameters, for example page impressions, conversion rate, unique visitors, average visiting times, access sources and finally, therefore, the return on investment (ROI). The latter is a very important business indicator, as it compares capital employed and profit achieved. Tracking also measures the value of different traffic sources. In the area of unique visitors, both first-time and returning visitors are also recorded. If the professional and unerring analysis finds sore spots on the website, any necessary improvements can then be made. Whether a programming error or an unfavorable placement of buttons – with tracking such weak points can be found out without any problems. Web tracking tools are used with great effect, especially by online shop operators. (Google Analytics is the best known tracking tool with a variety of possibilities). The webmaster receives a comprehensive overview of the customer journey, i.e. all actions that finally lead to the desired conversion. Tracking is therefore the most important basis for effective onpage optimization. Tracking is of course not only possible for regular websites (e.g. of companies), but also in relation to social media (like Facebook). With the increasing importance of the mobile internet, analysis tools for apps are also becoming more and more popular