Although ‘Customer Tracking’ is an essential strategy for localized businesses, it is important that you sit down with all details of the exercise, as you commence. If the tracking setup is ethical, it answers many marketing questions. A lot of marketing strategies depend upon traffic. Developers, agencies, marketers, just throw in a tracking code and go back to sleep, as a usual practice. But for businesses, traffic is not always meaningful, as it has been seen that for Facebook and Adwords, more traffic is just more spending, despite having no relation with results. The first thing to track is the number of leads or conversions received, and from where. But be wary of running a huge a budget on online advertising and not tracking the conversions received from individual sources.
Google Adwords – The one platform to first get tracking right is Adwords. Data received for conversions in AdWords is very crucial when optimizing your campaigns, the ad text, keywords etc.
Link with Analytics – As a first step, for peace of mind, make sure that your Adwords and Analytics accounts are linked. Then activate auto-tagging on the Adwords account. Simultaneously also check if your currency is set right for the analytics account.
Import Conversions to Adwords – While tracking leads, refrain from adopting the ‘Analytics Before Anything’ approach. A great way to track conversions is to set leads as goals in analytics and then import them into Adwords. On performing this function, you can use Analytics to follow all conversion tracking issues along with creating an exact address to the Adwords data.
Tag Manager – This feature allows you to manage all tracking solutions from a single dashboard. This is particularly useful if you spend a lot of time making code snippets on your website. These snippets are connected to various properties like WebChat, Pixels, Facebook, Twitter etc. This can also be seen as a folder to which you attach all snippets and replace it with a single Tag Manager snippet for the website. Once installed completely, you will not have to go back to make any snippet changes. You can just update it from Tag Manager. Even if you are tracking efficiently, it is powerful and simple enough to consider implementing.
Track your Search Rank – Rank tracking, today, is the most local and inefficient metric you could track in a digital marketing exercise. This can be very handy when monitoring improvements and traffic changes. Tools like Local Rank Tracker can help immensely.
Insights on ‘My Business’ – This is fundamental for SEO infrastructure, while the insights for ‘MyBusiness’ provide great data on impressions and clicks for the listing. You will also be updated with calls generated, which tells a lot about how many people clicked your number. But calls coming from desktop users have an issue getting tracked here. Despite this, you can put to use one of the many tracking platforms for calls by creating an offline number, or voicemail.
Now, as you have learned something about tracking software for your local business SEO, work towards converting those leads, while making the most of whatever you choose. Since marketing is nothing but conversions for any business, stay updated with the latest tracking tools for SEO and SEM activities.