All set with your online venture? Are you looking out for better strategies? because – Sky is the limit. The constant need or desire for a more efficient system pushes us into various dimensions. You are doing fairly well, but want to be better? Always!
Whether you’re going to lay the foundation of your online presence for the first time, or trying to strengthen it, it is crucial. You need to curate a plan within budget limits, creative calls, and most importantly, the audience’s demands. Your audience remains the focal point of all your methods and plans of action.
Wouldn’t it be easier if you could read their mind? It would be easy to align your endeavors as per their preferences.
Reading would be a supernatural phenomenon to deal with – but you can track their activity and draw inferences. This practice is popularly known as event tracking. With its proper implementation, you can take your business to greater heights. Keep reading to find out how you can apply it to your business.
Why should you set up event tracking in your Marketing Software?
The sole aim is to know your customer better. Knowing the likings of your prospects can go a long way in fabricating on-site and off-site elements that have a greater impact. When you devise a monitoring configuration, every activity of your lead on your page is followed.
You can study their behavior – to what extent do they fill in a form, what video they liked – and many other patterns listed below.
- The rate of influx traffic steered to your website
- Different locations visitors coming from
- Check on individual page’s traffic
- Leads that were successfully converted
- To measure interactions they had – duration and frequency
- The device used by your visitors to access the site
- The marketing emails they received and actions they took on them
This can help you come up with streamlined content and better ways to turn them into your funnel.
Configuration And Setup Of Event Tracking In Your B2B Marketing Software
To render such monitored results would require powerful analytical tools. The most widely used is Google Analytics. It is a trusted and extremely popular choice of millions of businesses online.
There are two ways to set it up to detect any action on your site and draft results.
- Manually (via code)
- Google Tag Manager
- On HubSpot
By running a Manual Code
For this mode of setup, you do not need to be a developer. Before jumping to the code snippets, let us understand how an event is made. In layman’s terms, an event is any user interaction on the site. This is tracked by the detection configuration and is made of four components.
A required field is the name you give to a set of objects/elements that you plan to track. A category can be named, “Clicks” for different buttons on the site. A category is a clutter of other components.
A required field; It is the specific field that states the action to be tracked – could be the download of a particular file or anything on your site.
An optional field; provides a list of the action. You can label multiple actions with different names to keep a track of all of them separately.
An optional field; monitors your site’s numerical data. The previous three are String in nature but Value holds data in integer form.
These information metrics help you glean a more formatted and understandable report which is sent via your Google Analytics account.
Step 1: Plan your report beforehand
For a more seamless route to track and glean an event report, a little planning is suggested. Narrow down the metrics that are required for your site tracking. Any changes after the final structure are incorporated into the site, might take greater time to implement effects.
Step 2: Link your site to your Google Analytics account
Create an account on the Google Analytics forum and set up properties (which include your B2B site’s details) and note down your site’s tracking ID. It is a combination of characters that are embedded in the back end of every webpage that is to be monitored for your audience.
To locate your tracking ID, follow the steps below:
1. Head to the admin section.
2. Choose an account from the ACCOUNT column.
3. Select a property from the PROPERTY menu.
4. Go to Tracking Information and click on Tracking ID, all under the PROPERTY tab.
The tracking ID for your site will be displayed on the top. It is made of two distinct constituents – the former part which states your account number and the latter part displays the property number linked to your GA account.
Now that your tracking ID has been generated, keep it confidential. You now have to infix the code after the <head> tag of every page on your site.
Tip: In case you are working with a WordPress website, install the Insert Headers and Footers Plugin. This will ease the process of modifying the headers and footers of your web pages. Inscribe your tracking ID smoothly!
Step 3: Apply the event tracking codes onto the website
As elucidated before, there are four event tracking elements. The next step is to create a code as per your customization, i.e. a code specifying the parameters to be tracked. First, out of the four elements, you need to define the ones which you will use in the process. Category and Action are a must; you may skip the Label and Value if deemed unnecessary.
The code snippet order to be followed looks as such:
<a href=”https://www.websitelink.net” onclick=”ga(‘send’, ‘event’, [eventCategory], [eventAction], [eventLabel], [eventValue]);”>LINK NAME</a>
After embedding your placeholders, the code can mostly have the following look:
Step 4: Final report that will help you draw conclusions
The final step is to explore the different report perspectives of Google Analytics. On the main dashboard, tune into the Behavior section. Find the Events category and the various angles that you can check out to draw a certain factor-based report summary.
There are four standpoints for you to catch up on a study that Google Analytics has comprehensively conducted on your laid terms. Do you want to scour full-length detailed analysis every time? Even when you want to check on one user activity? That will not be a pragmatic approach. So, to deal with such unnoticed hassle, the report will be broken down into four categories.
Pretty much clear from the tag – this will give a bird’s eye view of the analysis of all the set checkpoints. You can get a glimpse of the numbers of users undertaking the events, their pattern all through the while.
2. Top Events
This is an amazing feature that will inform you of your best events. The Top Event feature will highlight some of your popular events with clarity of labels, categories, and actions.
The pages tab can let you observe a page-wise analysis of various events.
4. Events Flow
It is a very insightful angle of your report. You will be presented with the order in which your users flip over web pages and their activity chronology. In short, you can see their experience trajectory.
By Google Tag Manager
If you get petrified to tweak lines of code, then you might want to try an easier method to dive into your audience’s interaction. Google Tag Manager is your go-to option for the same. It is a free mechanism that you can easily deploy. Google Tag Manager will send your data to Google Analytics which will conduct its dynamic study and deliver simple results to you.
No running around to the backend of your site, but it is a tad bit tricky to navigate the interface. The vast range of buttons and tabs can agitate you, but keep on reading to find painless solutions.
Step 1: Setting Up GTM
An inevitable step – create an account on Google Tag Manager. Setup your profile. Add all essential details.
Following this, you will be required to create a container. What is a container?
It is like a bucket that holds your event tags, rules, and macros. Do not forget to mention the specifications of your container. Choose the application forum of your container (web, iOS, Android, AMP).
Click on create and you are done setting up your profile.
All set for the next steps? Let’s proceed.
Also Read: Mobile-First Website Design
Step 2: Prepare to enable built-in variables
Google Tag Manager offers a set of built-in variables that help you track your viewers. By default these are disabled. Turn them on to create tags for events.
Head over to Variables on the sideboard of the GTM dashboard. After that, find the Configure tab and tick mark all variables to continue.
Step 3: Create a Tag
Now your next job is to create a tag to collect and monitor data for your website. Select Add a new tag from the main GTM dashboard. You will be directed to a new page to choose customization options for your tag.
The Configuration panel helps you choose the place where you would send your collected data for analysis. On the other hand, the Trigger option lets you decide the kind of data you will pick up from the site.
Step 4: Configure your new Tag
Before triggering, you will need to choose the deposit place for your gathered information metrics. Choose “Universal Analytics” because that setting will send everything to Google Analytics for study.
Specify other required fields of Track Type, New Variable, or other Tracking Parameters.
Next, you need to enter your tracking ID to send data to Google Analytics distinctively.
Step 5: Time to Trigger
The final step includes stating the enumeration of the data to be collected. Head to the Trigger panel and select the pages from which you want to pick information. It is advised that you should go for the All Pages option.
Next is to designate the interaction to grasp, for instance, clicks of a tab/ link.
And the ultimate step is to save your tag. You are now all ready to launch another dimension of your business site. Webmasters consider this a vital step for upping their game and now you are one of those proud move makers.
Now, a lot of our audience uses HubSpot as their Marketing Software to be able to manage the event tracking easily.
Also Read: Marketing & Engagement Orchestration
Done and dusted!
You are now all ready to launch another dimension of your business site. Webmasters consider this a vital step for upping their game and now you are one of those proud move makers. You are already ahead in the game to serve your customers better. Stay consistent and it is half the battle won.