How To Make Event Tracking A Priority
Are you properly tracking events when it comes to your brand? Shutterstock
We don’t need the much-discussed “death of retail” to tell us that consumers are increasingly — often exclusively — interacting with businesses online. When you can no longer see your customers walking through your doors, you need another way of knowing what they’re up to, and that’s where event tracking comes in.
Google defines events as “user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.”
Event tracking can help business leaders understand how the money they spend delivers a certain level of return, whether that return comes in the form of leads, conversions, or brand equity.
Simply recognizing that it’s important to track all user interactions with your business doesn’t cut it. You actually need to make it a priority to do it. Often, event tracking falls by the wayside, as there may not be time or money to figure out how to do it properly. Instead, a company operates without a clear picture of what’s really happening within the business. This can all change once you give event tracking the attention it deserves.
The Challenges of Event Tracking
Besides time and money, a lack of technical understanding of how to approach event tracking can be a challenge. Many of the available analytics tools require you to be a developer whiz. On some analytics platforms, if you can’t write code, then you won’t be able to get any insights out of the data they are gathering on your behalf. You will also need to know what type of data you can get from the analytics platform and whether it’s the type of data you should be seeking.
Even worse is that many of the analytics platforms out there are not easy to read. It’s no wonder that instead of tracking online events to see what aspects of their sales and marketing efforts are resulting in conversions, many businesses go with their gut feeling on what their marketing, sales, and other functions are accomplishing for the business. Yet there is still a need to make event tracking a priority, even if these challenges exist.
">Are you properly tracking events when it comes to your brand? Shutterstock
We don’t need the much-discussed “death of retail” to tell us that consumers are increasingly — often exclusively — interacting with businesses online. When you can no longer see your customers walking through your doors, you need another way of knowing what they’re up to, and that’s where event tracking comes in.
Google defines events as “user interactions with content that can be tracked independently from a web page or a screen load. Downloads, mobile ad clicks, gadgets, Flash elements, AJAX embedded elements, and video plays are all examples of actions you might want to track as Events.”
Event tracking can help business leaders understand how the money they spend delivers a certain level of return, whether that return comes in the form of leads, conversions, or brand equity.
Simply recognizing that it’s important to track all user interactions with your business doesn’t cut it. You actually need to make it a priority to do it. Often, event tracking falls by the wayside, as there may not be time or money to figure out how to do it properly. Instead, a company operates without a clear picture of what’s really happening within the business. This can all change once you give event tracking the attention it deserves.
The Challenges of Event Tracking
Besides time and money, a lack of technical understanding of how to approach event tracking can be a challenge. Many of the available analytics tools require you to be a developer whiz. On some analytics platforms, if you can’t write code, then you won’t be able to get any insights out of the data they are gathering on your behalf. You will also need to know what type of data you can get from the analytics platform and whether it’s the type of data you should be seeking.
Even worse is that many of the analytics platforms out there are not easy to read. It’s no wonder that instead of tracking online events to see what aspects of their sales and marketing efforts are resulting in conversions, many businesses go with their gut feeling on what their marketing, sales, and other functions are accomplishing for the business. Yet there is still a need to make event tracking a priority, even if these challenges exist.
https://www.forbes.com/sites/steveolenski/2018/02/26/how-to-make-event-tracking-a-priority/
Tidak ada komentar