- In this video I'm gonna show you
five techniques that I'm using
to spice up tracking installations.
All and more coming up.
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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
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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
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because we'll bring you new videos
just like this one every week.
Now, my name is Julian, til next time.