Tracking

The word tracking, which in Spanish translates as seguimiento, is a concept widely used in digital marketing to measure user behavior in advertising campaigns, on their visits to a website and in email marketing.

1. What is tracking used for?

Thanks to tracking, you can follow the interactions a user has carried out up to the point where the conversion takes place, if it happens at all. In other words, the steps or stages they have gone through: all of this helps us understand how users behave and opens up the possibility of improving future campaigns.

Tracking is vital for online stores and when sending bulk emails, as it provides very valuable data on how users behave in the ecommerce site itself and when they receive an email marketing campaign.

At the same time, it allows us to identify opportunities for improvement, makes it easier to take decisions based on objective parameters, and leads us to design more efficient future strategies (improving ROI). And it is vital in any A/B test to compare results between two variants of the same element.

2. Tracking example

Let’s suppose we are going to run an email campaign for the customers of an online hypermarket. To do so, we design a newsletter with three distinct sections: electronics, home and automotive. And we give it an eye-catching subject line.

In each of the sections we place two low-priced offers and send the email campaign to 10,000 customers.

After 24 hours we check the campaign statistics and see that they give us very valuable data: a total of 6,000 people viewed the newsletter, so the subject line was a good choice.

In the same way, the links placed on the electronics products were clicked by 3,000 subscribers, those for home by 500 and those for automotive by 1,000 subscribers. With this data we are in a position to know that our audience is mostly interested in electronic devices and very little in products for the home.

But not only that: we can create a group with the 3,000 subscribers who have shown an interest in electronic devices and, when we run a new campaign for electronics products only, send it just to that segment, so the conversion we obtain, thanks to that segmentation, will be very high.

In the same way, on your website, you can track those who, arriving from the links placed in the promotional email, have made a purchase, and extract data as valuable as the average order value and the conversion rate obtained for each of the KPIs you have defined.