Information Tracking: What Is It and exactly what Are the Best Tools

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Whenever data is come up, organized, analyzed, plus applied effectively, you might have the power to pleasure more customers plus improve your business’s bottom line. But first, you need to acquire all of that valuable information.

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A common way to gather data related to the metrics that you care most about — such as churn, conversion rate, engagement rate, user activation rate, and average income per customer — is through the process of data tracking.

Data Tracking

To obtain meaningful information about your customers and target audience and their particular behaviors, you need to track the metrics that matter most to your business both precisely and securely.

In this article, we’ll discuss what data tracking is, why it is beneficial, how functions, and which equipment can help you track plus analyze the metrics you care about.

How does data tracking function?

Data tracking and collection are often performed with biscuits and/or Javascript your local library. This is how a business may track information about user behaviors on the different pages of your website (e. g. website, landing page, blog write-up, product page, checkout page, etc . ) as well as user/ customer accounts.

There are many tools available (we’ll look at some examples shortly) that use cookies plus Javascript to track information.

For instance, Google uses Javascript in order to measure how customers interact with your website, HubSpot uses cookies to monitor website traffic (on your landing pages, blogs, and web pages) and track guests, and Segment utilizes cookies and Javascript to analyze site visitors, deliver personalized advertisements, and improve browsing experiences.

Choosing the Metrics You will still Track

The main element to data tracking is selecting the right metrics (a. k. a. what you’re really going to be measuring).

  1. Ask yourself queries about what it is you need to learn. For example , inch Which version of my product page converts one of the most users? ”
  2. Then, convert your question into a metric. For the example in the above step, your metric could be a product page’s conversion rate based on page views.
  3. Hone in on your metric of choice even more by indicating the “events” within that metric. For the above instance, events could be: 1) each time a visitor lands on a product page, 2) when a visitor clicks the CTA on a product page, 3) when a user completes a form or submits a request in order to speak with a rep on a product page, 4) when a visitor changes into a paid client on a product page.
  4. Your chosen metrics and events need to help you prove a technique either works or doesn’t among your audience. In other words, you can use your resulting data to show your strategy’s impact on the business and income.

Data Tracking Compliance

Now that you have a basic understanding of what data monitoring is, you might be questioning about General Data Protection Regulation (GDPR), privacy policies, and the laws that exist to guard visitors, contacts, and customers.

Learn how to Comply with Data Tracking Policies and Laws and regulations

Today, companies should share info with customers plus visitors about how they comply with these regulations.

For instance, here’s Segment’s website data collection compliance explanation:

example of GDPR and data tracking compliance web page: segment On the web page, Segment clearly lays out the way they collect and use data and contact details that are monitored with cookies plus Javascript libraries on the website.

In case you are worried about the potential of not covering all your bases when it comes to compliance, there’s good news — many data monitoring tools help you with this method.

Note: There isn’t a one-size-fits-all solution to legal conformity. That’s why — in addition to implementing a information tracking tool — it’s recommended that you simply consult your lawful team on conformity. They will be able to help you apply the relevant features of your data tracking device and determine what compliance at your company looks like.

For instance, HubSpot has a web page that points out in detail how GDPR works and how every single HubSpot customer may feel confident that their website is compliant.

comply with data tracking policies, laws, and GDPR: HubSpot Listed here are examples of how HubSpot helps you ensure information tracking and app are compliant:

1 . Cookies

GDPR requires you to tell your website visitors that you’re using cookies in your website in a vocabulary that they understand. Then they need to consent to that tracking.

HubSpot allows you to capture all of your visitors’ cookie monitoring consent and you can share different versions of your consent banner on your web pages.

second . Lawful Basis

GDPR requires you to have lawful time frame to use someone’s information. HubSpot categorizes lawful reason to use somebody’s data by your intent to either use it in order to 1) process or even 2) communicate.

HubSpot has a default contact property to store lawful schedule to process plus there’s an option to opt-ins and opt-outs to store lawful basis to communicate.

3. Removal

Under GDRP, your contacts are able to ask you to give them the copy of all of the personal data you have about them. They can also ask you to modify that details or delete this completely.

HubSpot makes this easy simply by offering a “GDPR delete” function which usually permanently deletes a contact for you.

operations teams spend 80% of their time putting out information and process fires and only 20% generating business strategy and improving the customer experience?

With the right tools, things have no to be this way — your team can feel confident that your data is being monitored automatically, accurately, efficiently, and securely.

1 . HubSpot Operations Hub

data tracking software: hubspot operations hub

Best data tracking tool for combining a complete operations platform with a CRM to integrate all customer data across your business.

Price: $0/month (Free), $45/month (Starter), $720/month (Professional)

According to HubSpot’s Principal Marketing Manager, Ari Plaut, “ Operation Hub’s key differentiator is that HubSpot is also a CRM. ” Today, many data tracking tools allow you to track and analyze data — however , they don’t let you do anything else with that data.

For example , with pretty much any data tracking tool on the market, you can track your web visitors to help you understand your activation rate.

However , if you want to then send an email to the customers who haven’t activated to show them how they could get started, you aren’t in a position to with most data tracking tools. But with Operations Hub you are .

Operations Hub increases HubSpot’s already powerful capabilities by which makes it easy for users for connecting, clean, and automate customer data throughout the entire business.

Unique features:

  • Sync data without code (e. g. bidirectional sync, custom field mappings, filtering, historical syncing).
  • Automate data cleaning and run code-based actions with Advanced Workflow Automation.
  • Build fully-native custom applications with Custom Objects.
  • Install the HubSpot tracking code to monitor website traffic on your landing pages, blogs, and web pages.
  • Track and manage your data with local regulations in mind (e. g. GDPR deletion, consent and cookies, and lawful basis processing).
  • Keep data secure with SSL, SSO, two-factor authentication, and more.

Pro Tip: Use Operations Hub, powered by HubSpot’s CRM, to sync customer data and automate business processes.

2 . Google Analytics

data tracking software: google analytics


Best data tracking tool for tracking website engagement, audience behaviors, and digital marketing campaigns for free.

Price: Free (for under 10 million or fewer hits per month).

By adding the Google Analytics JavaScript tracking code to your web pages, you will have the insights essential to improve the customer experience and identify the right messaging, channels, and content for your target audience across your website and app.

There are numerous of customizable metrics that you can track with Google Analytics such as sessions, engagement, entry and exit pages, events, retention, reunite, conversions, and more.

As for reporting and tracking specifically, track custom events, attribution, user path, and user activity all in real-time via a single dashboard.

Unique features:

  • Collect user session and ad campaign data from page requests by setting and reading first-party cookies on your users’ browsers.
  • Read the DoubleClick cookie to gather data on display features .
  • Use Google’s Events to collect data (such as downloads, link clicks, form submissions, etc . ) about interactions with your content.
  • Use Google’s Event Goals to define a particular Event as a conversion.
  • Decide how you intend to configure your Google Analytics tracking code so it’s tailored to your unique website.
  • Build custom reports and dashboards to track your Events.
  • Collect user-specific data while they are on your website such as location, language, and activity.

3. Segment

data tracking tool: segment Source

Best data tracking tool for implementing a CDP that can track, collect, align, and route all of your customer data into any system.

Price: Free, $120+/month (Team), request a custom demo (Business)

Segment is a data collection, management, and analytics platform. It powers and integrates with all of your data tracking tools in and out of Segment to keep your teams aligned.

There are also GDPR, CCPA, and other privacy regulations to help you maintain data compliance.

Segment uses its API to collect data from any part of your product (e. g. mobile, web, server) via open source libraries for all platforms.

Unique features:

  • Integrate your data with over 300 available apps in minutes.
  • Use the event tracking API to track user events and record what those visitors perform on any platform.
  • Query data in SQL and easily access important computer data at any time by using Segment’s APIs.
  • Keep all of your analytics data in a data warehouse of your choosing (e. g. Google BigQuery, Snowflake, and so on ).
  • Automatically back up important computer data and download your data whenever and wherever you need to.
  • Access your user profiles in real-time.
  • Use the Segment Profile API to examine user- and account-level customer data.

4. Emarsys

Data tracking tool: Emarsys

Best data tracking tool for collecting product and behavior data and making that information accessible over the Emarsys platform.

Price: Request a demo and/or pricing.

Emarsys’ website data collection tool, Web Extend, establishes one-to-one personalization capabilities across different channels. It uses cookies and JavaScript API commands to keep monitoring of your website visitors and their behaviors.

Emarsys tracks visitor interactions and behaviors across your website — from product catalog to online store — and combines that information with your historical sales data (if you have any) to give you a holistic view of your audience.

Then, the tool adds your data to the various Emarsys systems within the platform such as the Revenue Attribution and Automation Center systems. In this manner, you can share your computer data cross-team and -department as well as reference and apply it for the duration of all business decisions.

Unique features:

  • Track the sort of customer data you will need to create personalized experiences across all of your channels.
  • Use cross-device user identification and campaign tracking.
  • Track your known-contact interactions on your website and sync that data into the Emarsys contact database (which automatically happens every few hours).
  • Access your data via any of the systems within the Emarsys platform, so you never have to integrate it.
  • Track revenue from email campaigns with the Revenue Attribution system.
  • Build campaigns based on contact behavior with the Automations system.
  • Apply your catalog and buy data to customer and lifecycle segmentation with the Smart Insight system.

Choose Your Metrics and Tool, and commence Data Tracking

Data tracking is an efficient and accurate method to identify and track the most important metrics to your business — after that you can apply your results and insights to improve the client experience and your bottom line.

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