Tracking and performance analysis
to inform marketing decisions
Get in touch now to start tracking your website performance
At WEBPRO, we use GTM and GA4 and can accurately track visitors across multiple domains. We can then present you with all of the information in one application, making it easier to make quick decisions on multiple websites.
Google Tag Manager allows you to streamline your website tracking. Tag customisation is unique for every business and essential for tracking and reviewing of marketing effectiveness. We can help you identify the best tags for your business.
Button clicks, form submissions, video engagements and and a wealth of other digital marketing terminology. It all comes under advanced GA4 event tracking. You don’t need to understand the details, we can establish and monitor it all for you.
Each client is likely to go through various ‘touchpoints’ on their journey from prospect to client. We can help you identify the effectiveness of each of your brand touchpoints and build your next marketing campaign around them.
Why GTM and conversion tracking matters
Don't just take our word for it…
Are you keen to start digital marketing, yet you have concerns about budget control? Are you reluctant because you’ll find it difficult to work out which marketing efforts are working? And which aren’t?
Perhaps you’ve used digital marketing before and would like to begin a new campaign. Maybe you have thrown good money after bad in the past and would like to be sure that it doesn’t happen again.
If measuring results and performance is your stumbling block when it comes to digital marketing, WEBPRO have fast and effective solutions that we can implement for you.
Using Google Tag Manager and Google Analytics can give you invaluable insight into user interactions and behaviour.
Google Tag Manager (GTM) is a simple and effective way to ensure that your website won’t be at risk from the unintentional deletion of essential code. It is a small container of code that is added once, and then all other tracking codes can be added to it through the GTM dashboard without the need for further developer interaction. The extra tracking codes can include Google Ads, Funnel and Event Tracking, eCcommerce Tracking, Goal Tracking, Custom HTML and many more.
Google Analytics 4 (GA4) tracks events. An event is any interaction on your website, such as the clicking of a link or the purchase of a product. GA4 is the latest tracking software from Google. I sees everything that happens on your website as an event and tracks accordingly.
For example, a website visitor is an event. GA4 will note every visitor to your website, giving you a total visitor count. It will then verify using cookies, or lack of cookies, whether it’s a first, second or more visit and you’ll get a breakdown of this information.
It's extremely useful but complex data. WEBPRO can create and monitor all events for you, based on your goals, giving you a neat and easy-to-understand summary.
Setting up
conversion tracking
Conversions are important. A conversion is when a visitor acts in a specific way, such as reading an ad and clicking on the link to your page. The ultimate aim of a conversion is to generate a sale and obtain a new client.
In order to determine the success of any marketing campaign, you need to know how many people take the desired action. This is referred to as conversion tracking. The greater the percentage of visitors that take the intended action, the more successful your campaign.
To maximise your success, your conversion tools need to align with your business goals. WEBPRO can help by understanding your goals, identifying the right tracking metrics and setting up conversion tracking for you.
Our team has decades of experience in all manner of digital marketing. We can create a customised campaign and a customised conversion tracking experience which matches your business goals. All elements will be regularly reviewed and the strategy adjusted to help you get the best possible results. It’s what we do.
Tracking with WEBPRO involves:
- Measuring performance and ROI
- Audience and conversion insights
- Strategic planning
Our analytics and GTM specialists can work with you at whatever level you need. Most of our clients ask us to set them up and give them advice on how to use their new resources. Then, if they have any queries, our support team is on hand.
We understand that you are going to want to see a return on your investment – with clear results from your online marketing endeavours. We also know that you’ll want details of what specifically is working for you, with clear explanations and next steps that will improve performance.
Analysis and measurement come naturally to the WEBPRO team. As does tweaking your marketing strategy as needed based on what the data shows so that you get the most from it.
Tracking can be daunting. At WEBPRO, we make everything as easy as possible by having a team of experts who know what they are doing and can explain things in a simple jargon-free way. We also have a set process which you can see below.
In the initial phase of the project, we will review your business goals with you and talk about the marketing strategies you are currently engaged in. We can then use this information to identify the critical conversion reporting factors, that’s the events which will help you achieve your goals.
This stage focuses on reviewing your current conversions. Conversions are a series of touchpoints. Visitors may click a button, open a link, add to basket, read reviews and then buy. Each of these events, or touchpoints, need to be identified and tracked. The more important they are to your visitors, the more important it is to include them in your conversion process. We’ll help you identify all conversion events.
Once we know which events to track, we establish your event tracking protocols. For example, knowing the number of visitors who make a purchase is good, however it's only a small part of the whole picture. You need to also monitor other factors, such as form abandonment, scroll depth, navigation and bounce rates to look at those who did not make a purchase. The goal of tracking is to find out why and change it.
GA4 is far superior to previous Google tracking models. Everything is an event, you simply need to know which events are important to your business and track them.
During this part of the process, GA4 will be set up (if required) and configured to track the events determined as important to your business goals.
Most internet visitors will jump from website to website, looking at different offerings and doing their research. When they are ready to buy, or send an enquiry, they go straight to their website of choice and complete the action. It means direct traffic generally has the highest conversion rates.
However, this is not an accurate picture and the reason we offer cross-domain tracking. In effect, we track the individual across websites, creating a path to conversion. This data can be used to create the right events for your business and help ensure future visitors become clients.
We will review all conversion data, compile it into an easy-to-read report and identify what actions should be taken to improve the results. You’ll be regularly updated with the data, allowing you to change your campaigns and marketing strategy as appropriate.
conversion rates
Armed with event-level reporting, we will be able to identify which marketing strategies are working and which need adjusting. We will then make recommendations for adjustments, and implement these if required. The result should be an increase in conversion rates and, therefore, an increase in business.
Working with a tracking expert you get:
- KPI and goal alignment
- Optimise converting campaigns
- Data-driven adjustments
Your questions answered
How often should I review my GA4 and GTM reports?
When reviewing tracking reports, you need to find the balance between reviewing often enough to be able to make changes to your marketing campaigns when something is not working and having enough data to make that determination.
In most cases, reviewing these reports monthly will satisfy this balance, however there may be some instances where more regular reviewing will be necessary. Determining what is right for your business and goals is something we can help with.
What metrics are most important and should be prioritised?
Which metrics are most valuable is going to be different for every business. In order for tracking to be valuable and inform decision making effectively, the metrics chosen have to be based on the individual goals of the business. Tracking random metrics will not add any value to your business journey.
Each marketing campaign you engage in should include an agreed set of conversions to be tracked to ensure its effectiveness. If this is a gap within your current marketing plan, we can help.
analytics
The key to success is to review your data regularly. This is the only way you’ll find out which elements of your marketing are working and which need to be tweaked.
It is most advantageous to have someone reviewing your data that has a good understanding of how it all works so that any outliers can be easily identified and explained so as not to skew results.
Looking for a better understanding of which marketing channels command the best ROI? You can count on WEBPRO!
