How to create your tracking concept for Google Analytics

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Website tracking - correctly applied - can help your business grow quickly, reach your customers better and make the best use of your budget. However, this requires not only technical know-how, but also a holistic approach when developing a tracking concept. How this can look in practice, what a good concept should contain and how you can implement it with the help of Google Analytics, we will tell you in this article.

Website Tracking with Google Analytics - the crash course

In a nutshell: Your website should definitely use Google Analytics website tracking if you want to improve your site's performance.
In somewhat more detail, tracking is primarily about examining the online marketing measures for their efficiency and your Optimize campaigns. Tracking focuses on the following key questions:

Get to know your potential customers - Tracking helps you understand your customers better. Where do they come from, what channels do they use, and how do they find you?

The right channels for the right customers - Tracking tells you which channels generate the most traffic for you, so you can optimize your campaigns. This means less work and more RoI for you.

Metrics for your campaigns - Tracking tells you how much traffic a particular campaign generates for your website and thus provides you with comparable values. This gives you a better chance of success when designing your campaigns.

Identify returning visitors - Well-designed website tracking allows you to look not only at new visitors, but also at returning traffic. This allows you to improve your Sharpen retargeting even further.

Customize content marketing - A website tracking analysis allows you to identify efficient ads, campaigns and channels. This also benefits your Content MarketingThis allows you to customize your content and provide your customers with the information they are really looking for.

Website tracking checks your online marketing efforts to perfect your campaigns
Website tracking helps review your online marketing efforts and perfect your campaigns (Image:

Work out the tracking concept - don't give away money with your online advertising

With the tracking concept, it is important for you to find a bridge between Complexity and readability. Comprehensive statistics that include all relevant key figures in detail will provide you with very finely crafted results. On the other hand, this may not even be necessary because your campaigns are focused on specific values.
The tracking concept (often referred to by the English term Measurement Plan) helps you to Filter relevant informationto find the right solutions for your company. Formulate analyses, results and goals.

Identify business goals

First of all, you should examine what your company can do with Google Analytics would like to achieve. Are you looking for more traffic? Do you want to achieve more conversions from returning visitors? Are you hiring highly qualified professionals? Are you planning a viral campaign?
All this is a decisive switch for the measured variables in website tracking. Whether you want to measure calls, contact requests or page interactions is an essential factor for your tracking concept.

Use the right strategies

Google Analytics is a comprehensive analytics tool that lets you analyze your entire Keeping an overview of the marketing mix can. But on a conceptual level, this also requires that you choose the appropriate channels and strategies.
For example, do you focus traffic on your website or does your core business take place on social media? Do you have a retail store that is connected to online commerce or are you a pure digital partner? Do you work primarily with SEO or does SEA play a crucial role in your online marketing?

The more different measures and channels you serve, the more complex your tracking becomes.

Find the appropriate platforms where you can reach your customers to optimize tracking.
Find the appropriate platforms where you can reach your customers to optimize tracking

Determine the Key Performance Indicators

A tracking concept must determine which tracked factors are KPIs for your business. Choosing the right metrics allows you to, faster Capture how your site is performing and how well you are communicating and interacting with potential customers.

Classic KPIs are, for example, the number of sessions, the click-through rate, the scroll depth or the bounce rate.

Segment records

In order to use the data from website tracking as efficiently as possible, a Segmentation take place. The more complex the interrelationships and the larger the company, the more the different data should be segmented.
For example, other actions can be initiated when users bounce right before checkout or immediately after visiting a website. Also regional can be segmented - so you know exactly which customers are more likely to shop online and which could probably also stop by your local store.
Especially in large marketing departments, this segmentation is a success factor that should not be underestimated, as several employees or even departments are involved in the analysis, management and optimization of a campaign.

Align KPIs and targets

In the last part of a detailed conceptual design, you link the desired goals to specific key performance indicators in order to measurable successes to have and contextual data to be obtained.
Here, you can also assign monetary values to better measure the success of your website through event values without relying solely on conversions.
So whether your customers are visiting a specific URL, hitting a specific landing page, or staying tuned to your content, you should know exactly, Which actions of your customers should lead to which result.

Brand Analysis Template: The Foundation for Your Digital Marketing Strategy - Download Template

Use the data depth and be closer to your customers

Whether you're focusing on mobile marketing, learning more about the interplay of Social media and your site performance, or you want to speed up the checkout of your online store: A deep web analytics helps you not only to track information indiscriminately, but also to Always one step ahead of your customers' wishes to be

Precisely because Google Analytics offers access to so much information and functions, it can quickly become overwhelming. Without a well thought-out targeting concept, the KPIs and data hierarchies that make the success of your campaigns legible are missing.

Online marketing always presents you and your company with new challenges. As an experienced partner, we are always at your side - feel free to contact us with any questions and let us advise you on our catalog of services.
Still undecided or want to learn more? No problem, here you can download our whitepaper for free and learn even more facts and background knowledge about website tracking, Google Analytics and many other topics around digital marketing.


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