5 Tracking Techniques you should be using

– In this video I’m gonna show you five techniques that I’m using to spice up tracking installations. All and more coming up. (upbeat music) Hey there and welcome
back to another video of measureschool.com teaching
you the data-driven way of digital marketing. My name is Julian and on this channel we do marketing tech reviews, tutorials and the occasional tips and tricks video just like this one. So, if you haven’t yet,
consider subscribing and if you haven’t yet, then also click that bell notification icon so you’ll stay up to
date with all the videos that come out on this channel. Now, today we want to
talk about five techniques that you can use to spice up your tracking with Google Analytics, Google AdWords but also other marketing tools out there and get better data with your tracking. Now, these are really basic
tracking techniques out there but you might find that you haven’t really thought about one or the other techniques, so definitely let me know in the description below if I missed anything that you would like to
see in this video as well. Now, we’ve got lots to cover, so let’s dive in. So, the first tracking technique that you really need to take care of is your source or your campaign tracking. Now, in Google Analytics it’s already tracking a
lot of sources by default, so when a user comes from one website to your website, then you can
see that in the source reports or your campaign reports
in Google Analytics or on other tools but sometimes you want to be very explicit about where the user actually came from, that might be the case when he come from an advertising or an email campaign because sometimes this
actually gets obscured in your Google Analytics and then it goes direct
into the direct none column and that’s their traffic, you don’t really know where
your traffic is coming then from and therefore you should be tracking your campaigns correctly. Now, this is normally
done with UTM parameters. If you want to know how to use them, then check out this video right here. But once you have them set up and know how to use them regularly when you put a new marketing campaigns, then you can get a rock solid tracking on where your traffic is coming from, where your sessions are generated from and even transfer that information further into other tracking tools, into other marketing systems, into other CRM systems so you will always know where
the user originally came from once he entered your website. Now, the second tracking technique that is very basic but a lot of people don’t have it installed
is conversion tracking or goal tracking, how you
call it in Google Analytics. Now, this all about the
most important interactions that a user takes on your website. That might be a click, an interaction with a form or visiting a certain page on your website that is very important that actually signifies that the user has reached a certain goal or is converted or can be counted as a conversion. So, really make sure
that you have something like this set up in your tracking systems
in Google Analytics that would be done through goals. In something like Facebook, you would send a purchase
event for example when the user has purchased something and that is interactions that you need to track in these tools in order to connect your existing data, your existing page U data with that one goal, so how many people actually converted or how many people that
did one interaction also did this very important interaction. That will always give you a goal post and a better comparison of the data at hand. Now, the third point is a bit broad but this is all about event tracking, so the interactions that a user can take on your website. By default, Google Analytics
and most of the tracking tools out there do click stream analysis, so they actually send over data point once the user enters a web page and this is commonly also
referred as a page U. Now, a user, especially
with newer websites can do much more on a website than just go from one
page to the next page to the next page, but also do interactions, so for example, click on something that
changes something on your page, they can scroll down,
they can view a video and so on, these are all interactions that are trackable. We have tons of videos on this channel that show you how to
track certain interactions on this page with the
help of Google Tag Manager which is my preferred way of doing things when it
comes to event tracking but you could also build that
into different other systems and make use of that but the interaction
data gets very important and more and more important so in the context of
tracking your website user, so definitely think about
all the interactions that a user can take on your page and how important those can
be for your tracking as well and how much more data you can gather that is important let
you make better decisions on your analytics. Now, just to give you some example, there’s outbound link click tracking, there is form submit tracking, there’s scroll tracking, there is interaction tracking with a video or a certain element on the page. I really love the new trigger, the visibility tracking within Google Tag Manager, so you can track when
something pops up on the screen and the user actually sees it. So, these all interactions that might be very relevant for your user and also could feed into the
conversion tracking later, so definitely think about event tracking in your tracking setup. Now, number four here
is an oldie but goodie and this is the site search tracking. Now, this is all about
if you have a search bar or a search field on your website where the user can look
through your website, defined to your website. You should definitely track that because it holds a lot of value about what the user is
thinking at the time of what he is searching for so you can track the intent of the user. Now, Google famously took away these keyword data that
we were used to get from Google directly once
the user came to our page and we could see our keyword
reports in Google Analytics. That’s not very accurate anymore but the site search tracking
is your next best bet to actually find out what are the users that are actually already on your website searching for and wanting to find on your website and maybe even combine that
with a search result page that has zero results. How could you make this better or maybe build more relevant pages or find more relevant products for the user, create
research tool as well. So, definitely install
site search tracking on your website in order to pick up these search intents from your users. And last but not least, number five, the error tracking. So, you know these nasty
errors that come up when somebody comes from a search engine to your website and
doesn’t find a website, a 404 error is most
commonly showed to the user and these can actually be tracked, so every time somebody
comes to a 404 error page, you should track that, for example, as an event
in Google Analytics but also where the user actually came from and what he requested, what kind of resource did he request. That’s very important to later go through and find out what are the pages that are maybe broken on my website or that I have linked up incorrectly and then you can correct that on your website or redirect the user to a relevant page and helps so the user doesn’t
leave your website right away. So, these are the five tracking techniques that you definitely should be using. One bonus tip here, number six is actually
the visitor labeling. So, once a visitor comes to your website, a visitor is just an anonymous person coming to your website but for example, he undertakes
maybe an interaction like a log in or he does
something like sends out a form field, then he
becomes something else, he becomes a user that actually interacted in a certain given way with your website and
maybe can be classified as a certain different type of visitor and that is information that
you also should be tracking in your analytics systems. So, maybe you can then segment your users into paying customers, to regular users, returning users, or people who have already an account with your company and that will make your
work in Google Analytics and in the analysis
later on so much easier because you can actually segment and filter those people out and only look at certain given groups that actually make
sense for your analysis. So, definitely think
about the visitor labeling as a tracking technique as well. And that’s already it
with this week’s video. If you found something that was missing and you always install with your Google Analytics installations, or with any other tracking setup, then I’d love to hear from
you in the comments below if I forgot anything and if you like this video and it helped you out, then why not give us a thumbs up, share it to a friend or a colleague and definitely also subscribe to our channel, click that
bell notification icon because we’ll bring you new videos just like this one every week. Now, my name is Julian, til next time.

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