One of the last — but most crucial — steps before launching a marketing campaign is to set up tracking. There’s no sense in doing all the work to create a campaign if you’re not going to be able to see how effective it is and then continually improve based on that data.
Each stage of your marketing campaign will involve unique tracking methods that will help you find out exactly what’s working and what’s not.
For your landing pages, you’ll use tracking scripts, which are pieces of code that you add into the source code, to track the leads who are visiting. Tracking scripts allow you to see what’s holding your leads’ attention, what content they are responding to, how long they’re staying on your page, and how they interact with your site. Tracking scripts also allow your advertising or tracking platform, such as ONTRAPORT, to identify visitors to your site for retargeting purposes.
Where a lot of people get mixed up is the difference between UTM variables and tracking scripts. They are not the same thing; however, they can be used at the same time. UTM variables are essentially tags that you add to the end of a URL which will allow you to track how a lead arrived at your site or content. The main difference between tracking scripts and UTM variables is that tracking scripts show you how your audience interacts with your website, and UTMs show you how they got there.
To help you get a sense of how you can integrate tracking scripts into your next campaign, we’ve compiled a list of the five tracking scripts that we never publish a page without. (Seriously, we put these on every single page.)
1. Google Analytics:
One of the most popular and powerful tracking tools out there, Google Analytics can display in-depth analytics and stats about your website’s traffic. You can see how many total visits your site earned, how many unique visitors, the average session length, bounce rate and much more. It integrates with Google’s AdWords platform for measuring the ROI of your paid search advertisements. You can create a free account and place your own tracking code on your website to start gathering this data.
Click here for step-by-step instructions on how to generate your own Google Analytics tracking code snippet.
2. Facebook Tracking Pixel
If you advertise on Facebook, adding their tracking pixel to your pages is a must. Facebook’s Pixel tracks visitors to your site and ties their data to any known Facebook accounts. This makes it possible to retarget those who visit your website, reducing your ad costs and increasing your conversions. Even if you are not yet running Facebook ads, if you think you may do so in the future, you should add this tracking pixel to your site so that it can start collecting visitor data for you to use in future advertising campaigns. You can also install event codes on your pages, which are, according to Facebook, “actions that happen on your website, either as a result of ads (paid) or not (organic).” Facebook has nine standard events that it tracks and then optimizes your ads for conversions.
For step-by-step instructions on how to generate your own Facebook Pixel, click here.
3. Crazy Egg
Crazy Egg is a heatmapping tool that allows you to see exactly where your web visitors are clicking or not clicking on your page. The tool generates screenshots of your web pages and then tracks how your visitors interact with your site. It tracks where they are clicking, how far they travel down the page, at what point they stop scrolling and more. Crazy egg is a great tool to track which elements of your pages are working and if any changes you made are effective. Crazy Egg is able to track the interactions of your web visitors through the tracking script that you put on your web page. Without it, the tool will not be able to access the information it needs to heatmap your site.
For in-depth instructions on how to generate your Crazy Egg tracking script, visit this page.
4. Google Remarketing
The Google Remarketing Tag is the most straightforward tracking script on this list. It allows you to retarget those who have visited your site with advertisements. It adds your web visitors to a remarketing list, and you can send ads to those on that list.
For detailed instructions on how to generate your Google Remarketing code, check out this article.
5. Wicked Reports
Like the other tracking scripts, Wicked Reports script tracks your web visitors’ movements across your site. It will tell you what they clicked on first and last, what they downloaded and more. It then compiles an ROI report to show you what is working and what’s not in your marketing funnel.
How to Add Tracking Scripts to Your Page
Now, you might be wondering where or how to add tracking scripts to your page. And, fortunately, with a landing page creator on a platform like ONTRAPORT, it’s extremely easy and straightforward. You simply grab the code from whatever tracking tool you’re using (Facebook, Google, WickedReports, etc.) and paste it into either the custom header or footer code section.
Technically, you can put the tracking script in either the header or footer, but we recommend putting it in the footer. Tracking scripts in the header prevent page images from loading first, so visitors will be staring at a blank white screen for longer, and the perceived load time is longer.
A great way to help you organize the tracking scripts that you add to your pages is to label them within the code itself. This may sound confusing, but it is very simple. Before each individual snippet of code, you can insert a label that will tell you what tracking tool it is referencing. For example, enclosing the label “Google Analytics Code” with <!– –> brackets essentially tells the browser not to read that portion of the code. The final label looks like: <!– Google Analytics Code –>
This way, when you have multiple tracking scripts on one page, you can easily see which tracking script is for what.
Remember, you don’t have to use all five of these tracking scripts at once. You should pick and choose based on the platforms you advertise on and the marketing needs your business has. Let us know what tracking scripts you are using in the comments below.