Tracking

What is Tracking? Data Collection and Analysis in Digital Marketing

Trackingabout users' interactions with a website, app, or digital marketing campaign the process of collecting and analyzing data expresses. This allows businesses to measure user behavior, monitor the performance of various online activities, and optimize marketing strategies based on real-time insights. Tracking usually includes metrics such as page visits, clicks, conversions, and user journeys using tools such as Google Analytics or other analytics platforms.

Main Objectives of Monitoring:

• Understanding User Behavior: Understand what users do on your site, what pages they visit, how long they stay, and what paths they follow.
• Measuring Campaign Performance: Determine how effective digital advertising campaigns (such as Google Ads, Meta Ads, etc.) or email campaigns are.
• Tracking Conversions: Tracking how many times targeted actions occur, such as buying, filling out forms, subscribing.
• Optimization: Improve website design, content, marketing messages and overall strategies based on collected data.
• Error Detection: Determine why users leave your site at a certain point or get stuck in a process.
• ROI Calculation: It provides the data necessary to accurately calculate the return on marketing investments (ROI/ROAS).

How is Monitoring Done?

• Analytical Tools: Tools such as Google Analytics, Adobe Analytics collect data through tracking codes (usually JavaScript based) that are added to websites.
• Pixel (Pixel): They are small code snippets placed on the websites of advertising platforms (Meta Pixel, Google Ads conversion tag). It monitors the behavior of users after advertising.
• Cookies: They are small data particles that are stored in users' browsers. It is used to recognize users, manage sessions, and track their behavior.
• UTM Tags: They are special parameters that are added to URLs. Used to determine which source (social media, email), campaign, or keyword a link came from.

Example:

An e-commerce store to track how many visitors add products to their cart but leave the checkout tracking can use it. By analyzing this data, the store can determine where users are stuck during the purchase process. For example, a very complicated checkout page or unexpected shipping charges can be a problem. As a result of these analyses, the store can increase conversions by making improvements such as simplifying the checkout page or offering special promotions.