What is tracking?
The term tracking describes the viewing and tracking of users on the Internet. Using parameters, movements and behaviour can be precisely analyzed and your own site can be optimized for selected user groups. Tracking is a very important tool in online marketing to find out which external source a visitor comes from. Tracking can also be used to make statements about behavior and target groups. It is also possible to examine which target groups are particularly interested in a certain product and which subpages on a website are clicked on.
Why is tracking so important in e-commerce?
For online stores in particular, it is important that the product range and the structure of the site are fully tailored to the user. Tracking can be used in the e-commerce sector to precisely analyze which products are particularly popular. It is also possible to evaluate which items are rarely viewed and purchased. With just a few clicks, it is possible to identify the purchasing behavior of users and which products generate high sales. Tracking is also an important tool for analyzing and assigning target groups. For example, some products can be sold to very young user groups in particular. The tonality of the product description can then be adjusted here. Tracking can be used to make statements about the following processes:
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How long has a user spent on a page?
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From which page exactly does a user reach a page?
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At which subpage was the page closed again?
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Has a user signed up for a newsletter or another campaign?
What is the importance of tracking in affiliate marketing?
Affiliate marketing thrives on the distribution of commissions. If a user buys a certain product or uses a service on the Internet via a generated link, the exact link used to make the purchase must be recorded via the tracking system. With many affiliate programs, commissions can also be paid out if a purchase is made at a later date. The activated cookies in the customer’s browser help with this. In this case, tracking is necessary to assign the purchase to the respective affiliate.
What measures can be taken after tracking?
If tracking takes place and data records have been analyzed over a longer period of time, measures can be taken to improve user-friendliness and traffic. Depending on which data is analyzed, the goal of optimization after tracking is usually different:
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A reduction in the bounce rate
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Increase user-friendliness
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Offer more qualitative content and thus attract more users (content such as texts and videos)
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Offer products tailored to the target group
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Revise the structure and navigation of the site
How does tracking work?
Various tracking tools are available depending on the requirements. In addition to many paid services, there are also free tools that can be used to analyze important data. The first-party cookie method is very popular: every user who visits a website is given an imaginary number in the form of a cookie. If the user then returns to the website, the cookie is recognized. This also allows statements to be made about returning users.
When is tracking worthwhile?
The relevance of a page only plays a secondary role in tracking. Even for very small sites, it can be worthwhile to start tracking at an early stage. The data records can also be used to make optimizations at a later stage.
