If you track the link provided in the email and see that it is generating very few visits over a given period, you’ll probably conclude that your user base is not responding well to your campaign. Email campaigns, for example, cost time and money to put together successfully. Simply put, you need to know what works and what doesn’t. Whatever the reason, tracking the pages that people see just before they navigate away from your website provides valuable information about the type of content that may need to change. This might be a result of something more interesting catching their attention, your page not answering their questions, or feelings of frustration at a complex UI/UX. When potential users leave your website, they have decided that your website no longer adds value to their current session. So why would you want to track the pages that cause people to leave your website? The answer is surprisingly simple: the key to enticing visitors to stay is in those particular pages. Outbound tracking is something of a mystery to many companies. However, when it comes to A/B testing two different email campaigns, this is the type of source tracking you’ll utilize. Once they start doing other things and clicking through various pages within the website, off-site source tracking no longer applies. This measures how people are getting to your website in the first place. Off-site source tracking is your central funnel of information. Onsite source tracking may also fall into the category of visitor tracking, as we note in the section above, since you are following the visitor from one page to another while remaining on your website. Understanding which pages funnel visitors to priority pages, like registering for an account with the website or purchasing items, is fundamental to building a website that is easy to navigate and provides users with what they’re looking for. For example, these sources might send the visitor from an article to another blog entry about related content or mention a specific product and include a link leading directly to that product’s description page. Onsite sources are internal links that visitors can click. There is also a third type of source tracking, so we’ll talk a bit about that, as well. However, onsite source tracking can provide valuable insight into your content creation and your calls to action on each page. As we explain below, you’ll likely be primarily concerned with offsite tracking when you want to monitor ad campaigns and other marketing strategies. There are two main types of source tracking: onsite and offsite. While source tracking only looks at where your visitors are coming from, i.e., the source that brought them to your website’s landing or home page, visitor tracking follows their journey through your website.įull-fledged visitor tracking might note which other pages visitors navigate to after leaving your landing page, how long they spend on each page, if they eventually commit to a purchase, and provide other insights on individual users throughout their session. Visitor tracking is more comprehensive than source tracking. Once they have arrived, any further monitoring of their interactions and behavior falls under the visitor tracking category. Keep in mind source tracking is solely focused on how a visitor gets to your website. Did they find one of your articles in a Google search? Did they see your ad on Twitter and click-through? Were they dormant users who signed up for the email list and were suddenly tempted by your irresistible discount offer in an email campaign? What’s the Difference Between Source Tracking and Visitor Tracking? What is Source Tracking?Īs the name implies, source tracking is a way to plot the course that led your website’s users to your landing page. So, how can you discover which avenues of marketing are working? In this post, we break it all down by addressing how source tracking works, what it is, and how it can benefit your company. Some websites have surveys for visitors to ask how they found them, but the surveys are often optional and rarely provide coherent information. For the majority of companies, you never end up speaking with visitors and users, and even if you did, the chances are high that they would say, “Uh, I don’t know. Sadly, asking your users, “How did you find my business?” won’t get the answers you need.
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