What tracking do I need on my website? When building a website, we’re often so focused on design, structure and copy, that we forget the most important thing our website needs – TRACKING.
Without tracking (ie: pixels and tags) on your website, you’ll have absolutely no idea how many people are visiting your website, how long they stay for, where they’re coming from and you won’t be able to ‘stalk’ them across the internet after they’ve visited your site. Your website needs tracking. “What tracking do I need to put on my website?” you ask? Here’s a full rundown of the essential tracking you’ll need to implement on your website.
Google Analytics is every business’ favourite data tracking platform. We recommend having Google Analytics installed during your website’s set up so you launch with GA ready to rumble. Here are just some of the metrics and data you can track with Google Analytics:
- Pageviews and visits to your website.
- How many people have visited your website and what pages they looked at the most. This helps give you insight into what pages people are most interested in or which they found most useful or relevant.
- How long people stayed on your website (bounce rate)
- Bounce rate is shown as a percentage. A high bounce rate percentage indicates that people are leaving the site quickly. *Bounce rates between 26% and 40% are great, 56% to 70% is average and anything above 70% needs your attention.
- How they got to your website (ie: from Facebook, Instagram, Google, etc.)
- Traffic or audience source tells you which channel is responsible for driving the most traffic. Typically the channels with paid advertising will drive a higher percentage of traffic.
- What goals were completed on your site.
- Set up goals in Google Analytics to track important actions you want people to take during their visit. For example: visiting a certain page and staying on that page for more than 1 minute, watching a video at least halfway through or completing a contact form.
Is your website failing to generate sales or enquiries? Read our blog on 5 ways to improve website conversions.
…and the clouds opened up to reveal the Facebook pixel… Every website needs a Facebook pixel.
JARGON ALERT! What’s a Facebook pixel? A pixel is a little piece of code that is placed on the back-end of your website to measure, optimise and build audiences for your advertising campaigns.
How does it work?
When someone visits your website and takes certain actions (watches a video, completes a form or visits a certain page) the pixel is triggered and records this action, allowing you to re-target those people after they leave your website.
For example, let’s say you visit a travel agency’s website to browse deals for your next holiday. You see an amazing deal on a trip to New York and submit an enquiry for the trip. After leaving the travel agent’s website, you mysteriously start seeing ads from this company encouraging you to take that trip to New York. This mysteriousness is no coincidence. This travel agency is using a Facebook pixel.
Hot Jar helps you optimise your website by giving you insight into what buttons people are clicking and how they’re navigating through your site. It tells you if there is a drop off in conversions (and where) and tells you how clear (or unclear) your web pages are.
Hot Jar is recommended mostly for Ecommerce websites.
Chartbeat – ‘the story of your content’
Chartbeat helps you gain insight and measures the effectiveness of your content. What do we mean by content? Content is anything your business produces to help educate, inform or inspire your customers. It’s the useful and relevant storytelling component of your advertising. Chartbeat gathers content analytics and showcases it in a centralized dashboard.
Note: Chartbeat is a paid service.
Building a Website?
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