Action tracking, also known as event tracking, refers to continuously monitoring interactions with websites that extend beyond the simple loading of web pages. A website’s event tracking system reveals how visitors engage (or do not engage) with its content, allowing PPC marketing and SEO campaigns to be optimized.
Conversion tracking refers to a method of measuring events that represent or suggest a specific transaction or step toward a transaction, such as registering for a database or signing up for a service.
One very important event is tracked by default in Google Analytics: the page load. A visitor’s entry point, their experience on the site, and their next step are all captured in Google Analytics when they arrive at a site.
Google Tag Manager makes tracking events easy
Despite the fact that many websites still use hard-coded event tracking, Google’s Tag Manager tool, which was released in 2012, has become significantly more popular. By contrast with the concept of manually pasting codes into a website, Tag Manager is used by marketers to introduce event tracking on websites using its interface.
These approaches have several advantages; namely, marketing teams can now handle event tracking without relying on developers to update code whenever a new tag needs to be set up. The Tag Manager comes in particularly handy for large sites with a lot of pages where hard-coding tags would be extremely resource-intensive.
You will need to be knowledgeable about tags, triggers, and data layers. The data layers capture key data points. A website can only function properly if it meets a set of basic guidelines in terms of design and code.
Do you need to track certain events on your site?
An event tracking system on a website serves little purpose. It can be easy for marketers to become engrossed in gathering a ton of data, believing that it is all going to be of use eventually. The event tracking process is most effective if it is clearly correlated with specific goals. You might set a goal of increasing sales by 10% or getting more subscribers.
Creating a successful business plan is unique to each business owner, but there are a few universal factors every business owner should consider:
Adding to Cart: This will provide you with a measurement of how many customers are progressing through the sales funnel to add to the cart. When people go this far but do not complete their purchase, you might want to simplify your checkout process.
Register: Monitoring this will give you a good overview of your site’s registrations each month, so you can keep an eye on if registrations are increasing or decreasing. After that, you can explore the site to find out what changes may have prompted this change.
Newsletter subscription: Another way to monitor how your visitors interact with your site. You can tell that your subscribers are so happy with the experience of your website and brand, they can’t seem to get enough. Follow these stats carefully each month and be aware of any trends.
Send: This is definitely something you should consider a conversion; someone has referred a friend to your site via a link. This is a good sign that your product or service is working.
Using Social Media: Make sure that you track any buttons on your website that take your visitors to LinkedIn, Facebook, Twitter, etc. Engaging with your brand on social media channels shows your website is successful. You should keep track of any changes.