Key Summary
- Google Analytics for traffic insights
- Google Tag Manager for simplified tag management
- Facebook Pixel for remarketing on social media
- Hotjar for heatmaps and session recording
- Google Search Console for search performance
- LinkedIn Insight Tag for LinkedIn Ads tracking
- UTM Tracking Codes for specific campaign performance
Okay, you don’t even need some big honcho to be asking those questions for you to need answers. The answers to those questions will help you to refine your offering, your website and your marketing – and you should be able to answer those questions right now.
It will give you the power to make your marketing time and dollars more effective, and you might just get one extra hour of sleep tonight for it.
So, here we go, 7 things to get set up on your website. I’ll take you through seven platforms to set up on site, why you should have them and how you should set them up. I will write this in order of what to do first and sequentially from there.
This article will be written assuming you have a WordPress site, though all of these items are easily set up on Shopify, Wix, Squarespace, etc. etc. etc.
1. Install Google Analytics for Traffic Insights
Google Analytics is a must-have for tracking website traffic, user behaviour, and conversions. Here's how to install it:
- Step 1: Create a Google Analytics account at analytics.google.com.
- Step 2: Once inside your account, go to the Admin section and select Create Property.
- Step 3: Follow the prompts to get your tracking ID.
- Step 4: Add the tracking ID to your website by inserting the code into your site's HTML's <head> section. If using a CMS like WordPress, plugins (e.g., MonsterInsights) make this step easier.
This tool will give you detailed insights into your audience's demographics, session duration, bounce rate, and much more.
2. Set Up Google Tag Manager for Easier Tag Management
Google Tag Manager allows you to manage all your website's tags (tracking pixels, analytics codes, etc.) without manually altering the code.
- Step 1: Sign up for Google Tag Manager at tagmanager.google.com.
- Step 2: Once you create an account, you'll get a container ID to embed in your website's <head> and <body> sections.
- Step 3: After installing the container, log into your Google Tag Manager dashboard to add tags like Google Analytics, Facebook Pixel, and more without touching your website's code again.
This streamlines the process of managing all your tags in one place.
3. Add Facebook Pixel for Social Media Remarketing
The Facebook Pixel allows you to track user behaviour for remarketing and conversion optimisation.
- Step 1: Go to Facebook Events Manager and create a pixel.
- Step 2: Copy and paste the provided code into your website’s <head> section or integrate it via Google Tag Manager.
- • 2. WordPress users, follow these instructions.
- Shopify users, follow these instructions.
- Step 3: Set up events to track specific actions (e.g., purchases, leads). Use Facebook’s event setup tool to define these actions without additional coding.
Facebook Pixel data is crucial for building custom audiences and retargeting campaigns.
4. Use Hotjar for Heatmaps and Session Recording
Hotjar provides visual insights into how users interact with your website via heatmaps, session recordings, and conversion funnels.
- Step 1: Sign up at hotjar.com.
- Step 2: Once registered, you’ll be given a tracking code. Add this code to the <head> of your site or deploy it through Google Tag Manager.
- Step 3: Configure heatmaps to track user clicks and scrolling behaviour on specific pages.
Hotjar helps you identify bottlenecks in user experience and improve site usability.
How?
5. Install Google Search Console for Search Performance
Google Search Console lets you monitor your website’s search performance and detect any SEO issues.
- Step 1: Go to Google Search Console and sign in with your Google account.
- Step 2: Add your website’s URL as a property and verify ownership using one of the verification methods (e.g., uploading an HTML file, adding a DNS record, or using Google Tag Manager).
- Step 3: Once verified, you can monitor search traffic and index status and fix any SEO-related errors.
Search Console provides valuable data on search queries, click-through rates, and the keywords that drive traffic to your site.
6. Set Up LinkedIn Insight Tag for LinkedIn Ads Tracking
The LinkedIn Insight Tag enables tracking of website visitors who interact with your LinkedIn ads and helps with remarketing.
- Step 1: Log into your LinkedIn Campaign Manager and select Account Assets > Insight Tag.
- Step 2: Copy the provided code and add it to your website’s <head> section or through Google Tag Manager.
- Step 3: Monitor conversion events within LinkedIn Campaign Manager, like job application clicks or downloads.
LinkedIn tracking is essential for businesses targeting professionals.
7. Use UTM Tags for Campaign Performance
UTM (Urchin Tracking Module) tags help track where specific traffic comes from, particularly in email, social media, and paid ads.
- Step 1: Go to the Google UTM builder.
- Step 2: Enter the campaign parameters, such as the source (e.g., Facebook), medium (e.g., email), and campaign name.
- Step 3: Use the generated UTM link in your marketing campaigns.
When visitors click the UTM-tagged link, Google Analytics will track the performance of each campaign separately.
FAQs
Q: Why do I need Google Tag Manager if I’m using individual tags?
A: Google Tag Manager simplifies managing multiple tags in one interface, saving time and reducing the risk of code errors.
Q: How do I know which tracking software to prioritise?
A: Prioritise based on your business goals. For example, start with Google Analytics for general insights and Facebook Pixel if you're running social ads.
Q: Can I install these tracking tools on any website platform?
A: Yes, most CMS platforms (e.g., WordPress, Shopify, Wix) allow easy integration of these tracking tools either manually or via plugins.
Q: Will tracking tools slow down my website?
A: Yes, adding too many scripts could affect load time. Use tools like Google Tag Manager to streamline tags and regularly check your site’s speed.
Conclusion
Installing tracking software on your website is essential for monitoring performance, understanding user behaviour, and improving conversions. By following this guide, you can ensure that the correct data is captured and analysed for optimal marketing decisions.
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