There’s no single right way to market. In many cases, copywriting and design strategies that work well with one company’s audience won’t work for another, and advertising platforms where some businesses find their greatest success may not perform at all for others.

What you want is to find the right marketing plan for your business. You don’t want to waste time and money on strategies that simply aren’t working for you. One headline tweak here and a different CTA there could make all the difference … but without any way to know, it’s all a guessing game.

Marketing tracking can end the guessing game, but it can be daunting to take the leap. There are just so many options out there, and it’s easy to be unsure about where to start.

The Vast Majority of Marketers Aren’t Using Tracking

Running marketing campaigns without tracking in place is going into marketing blind, yet the vast majority of marketers still don’t have tracking in their own campaigns. In fact, Marketing Expert and Criterion.B Founder Jon Simpson says, “74% of marketers can’t measure or report how their efforts impact their business.”

74% of marketers can’t measure or report how their efforts impact their business.
Jon Simpson

The reason for so many marketers lagging on implementing tracking on their campaigns? For many, the sheer number of options for marketing tracking tools is overwhelming — not to mention the confusion around what each one does.

Tracking Is a Modern Marketing Must-Have

While it will require a time investment, the How Marketing Tracking Works guide says, “Tracking can completely change the way your business markets and can open the door to opportunities you never had before.”

It allows you to develop a better understanding of your customers, reach potential leads you might have otherwise lost, save marketing budget, prove the effectiveness of your campaigns, know exactly where to focus your marketing efforts, and overall improve your marketing strategies and techniques.

In short, the time you spend learning about and setting up tracking for your marketing campaigns is time well spent because it gives you the opportunity to get better results.

Avoiding the Marketing Anxiety

In order to avoid the potential time and financial loss that many marketers stress over, you have to to be able to understand what’s working and what isn’t in your marketing.

BeAlwaysMarketing says, “Not assessing and analyzing your efforts is like not inspecting the windows on your house for air leaks. You could very well be losing money without ever being aware. Thus, tracking is an essential element for any marketing campaign.”

For every facet of your marketing, there’s a different potential “air leak” to monitor, and adding tracking upfront is a great way to catch leaks early and prevent new ones from happening.

Implement Marketing Tracking in Your Own Campaigns

When you start tracking your marketing, you’ll:

  • Develop a better understanding of your customers’ wants and needs so you can attract, convert and retain more of them
  • Identify trends and predict results so you can make better decisions for your business
  • Save marketing budget for advertising platforms and campaigns that are performing the best
  • Improve your overall marketing strategies and techniques to help you move closer to reaching your goals
  • Prove the effectiveness of your campaigns to your investors, employees and executives
  • Get a second (and third and fourth) chance at reaching potential leads who didn’t convert the first time

If you’re interested in learning more about what marketing tracking is and how it can improve your own campaigns, the How Marketing Tracking Works guide offers an in-depth look into each of the main players in marketing tracking, how they work together to provide you with a holistic view of your marketing campaigns’ effectiveness, and a real world example of how it can positively impact your business.



About Lindsay Kent
Lindsay is a graduate of California Polytechnic State University, San Luis Obispo, and holds a degree in Journalism with a concentration in Public Relations and minors in Spanish and Integrated Marketing Communications. After working with several small businesses, Lindsay moved to sunny Santa Barbara to become Ontraport’s Content Manager.