What are the Metrics in Digital Marketing used for tracking

Digital Marketing metrics to track

Now that you’re aware of the advantages of digital marketing compared to the non-traditional marketing owing to the tracking. Here we are going to see what are the metrics in digital marketing. Let’s see how we can use  set up tracking.

Tracking can be done in many shapes and sizes. To explain this further, let classify things.

What are the activities can be tracked using metrics in digital marketing?

Literally most of the online activities of a website/app user can be tracked expect some items for the privacy protection.

To start with these are following items can be tracked that are the metrics in Digital Marketing:

  1. Count Web site visit
  2. Count Web site session
  3. Average time spent on a website/App
  4. Number of web pages visited by an user
  5. Bounce rate of the website
  6. Clicks made of the particular page
  7. Clicks made on the particular link
  8. Number of downloads form the website
  9. Number of form submissions from the website
  10. Number of purchases made on the website
  11. Device of the visitors
  12. Operating system of the visitors
  13. City from which they visit the website
  14. Country from which they visit the website
  15. Network provider they used while visiting your website

Tracking Mechanisms:

Standalone Tracking :

This tracking is based on the marketing platform.

If you’re creating a campaign from the google ad words, then google ad words will provide tracking mechanisms to track and measure the results. It will track activities that started via this source. For example, if you are running Facebook and google campaigns, google ad words will show the conversions that happened from the google alone not include Facebook and vice versa.

Centralized tracking :

It is based on the web property. If you’d setup a complete website tracking mechanism on this and all the things happened in the website will be tracked and reported. This is independent of any marketing channel. All the conversions & user behavior from all the channels will be available here. Usually the centralized software suite would provide the big picture of what’s happening with the website.

Tracking Mechanism

Most of the tracking infrastructure is based on two things. Cookies & JavaScript, if a used disabled JavaScript and cookies, then it will be very hard to track the user behavior on the website, since these will be used predominantly. It helps tracking software to identify the user by remembering this computer every time he visits the website unless he deletes all the cookies.

JavaScript takes care of all the user behavior related items like button click, scroll, etc.

In addition most of the tracking software will provide you a tracking code to past in either head or footer section of the website. The tracking code will be in JavaScript language which sends information about the user and user activities to the tracking software.

When the user visits a web-page with JavaScript and cookies disabled, it will be very difficult to track the behavior of the website. Large number of such user’s will skew the analytics data, but it can’t be prevented.

In conclusion some tracking websites used image for the tracking purposes which delivers same functionality as a JavaScript tracking code. But with a catch – This can track the user’s behavior even if they turned off the JavaScript or disable cookies.

How to setup tracking in Google & Facebook Ads

These types of  tracking based on the category of standalone tracking 

Meanwhile the advertisement system gives you the tracking code each specific purposes. For example , for lead conversion there’s a specific code, for sales conversion there’s a specific code. This needs to be installed in specific pages.

Another code will be used for the general purposes such as, behavior tracking and attribution. This needs to installed in all the pages. Please continue over next chapter for this.

Categorised as Tracking

By yathav

I'm very passionate about technology, marketing & analytics. Using WordPress and working on blogging & search engine optimization for almost 8+ years, I'd like to share my thoughts, hacks and best practices about what i do professionally & what I experience.

One comment

Leave a comment

Your email address will not be published. Required fields are marked *