Web tracking may not be the first thing that leaps to mind when you think about marketing automation, but it should be. Like perfecting a golf swing, marketing automation is all about the follow-through, and combining web tracking with automated campaigns is exactly the prep you need before stepping out on the green.
Modern digital marketing is all about data. Google analytics is one type of web tracking that can provide insight on visitors interacting with a web site, and many communications platforms now have web tracking baked in as well. There’s plenty of helpful takeaways provided by these tools.
Example: Is your bounce rate too high on a page? Your visitors may not be finding what they want or expected, which is why they left so quickly.
This unlocks a plethora of options for the modern marketer.
Cookies for Web Tracking
The individual can only be tracked as long as the cookie stays installed on their browser. If they clear their cookies, reinstall their browser, start using a different browser, or switch to a different device, you will no longer be able to trace their activity back to their identity. Some platforms will still be able to view the traffic and activity, but it will now appear anonymous instead of being attributed to someone specific.
From there, you can use the tracking data to create lists for one-off emails, trigger automated campaigns, or simply organize new and insightful reports. The information is collected constantly and opens up opportunities that were impossible before. This is automation in its most powerful form.
4 Tasks for Your Web Tracking Checklist
1. Take inventory of possible interactions. Before Installing any code on the site, identify interactions and purchases that make sense to follow up on or respond to.
2. Work with your web developer to install the code. If you don’t have a web developer, consult your web tracking provider for tips, best practices, and help.
3. Send some link-heavy emails. Start sending email campaigns to your target audience with a primary goal of getting a high click rate. The more recipients that click on a link and have the cookie installed on their browsers, the more visitors you can track and trace to identities.
4. Monitor your known users. If your platform allows you to see how many of your recipients are tracked or known users, make sure this number is always going up. If it’s not, you may need to focus on sending more emails with a focus on getting them to click more links to have the cookie installed. If the number is going down, then that means the cookie is no longer in play. Again, you must focus on getting those individuals to click on links to have them reinstalled.
Marketing Automation Manager
Shayna is a Marketing Automation Manager at Higher Logic. She provides automation strategy for clients, while developing campaigns and assisting with persona development. She delivers quality coaching in marketing automation strategy to a growing list of at least 7 individual organizations, and acts as a subject matter expert by providing guidance on the creative design of client emails/landing pages and the integration of email, web tracking, community, and CRM data for campaigns.
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