• Meaning: The word “tracking” comes from English and means “tracking” in German. It refers to the process of tracking a user’s activity online. Package delivery services like DHL or Hermes also use this term. With them, you can track a package using a tracking number or determine its current location. That’s certainly not what we’re talking about here.
• User tracking: Many websites record user behavior online using tracking services such as Google Analytics (GA4) or MS Clarity. However, this tracking is just the tip of the iceberg. Monitoring includes data such as the users’ origin, the number of users, which pages were visited, and how long page visits lasted, etc. By default, eye-tracking data is already missing—that is, movements within the page, which CTAs (e.g., buttons) are clicked and how often, whether forms were filled out only partially or completely and submitted, and much more.
• Analysis: The actual goal of a tracking service is to improve online marketing. This means determining the maximum potential across all advertising channels and SEO. Incorrect attribution isn’t a reporting problem. It’s a budget problem. If your channels each take credit for the same purchase, you’ll shift your budget toward the number that looks best. Most of the time, the channel that was “in the way” last wins—the closer, not the initiator. That’s why we visualize your results for you—so you don’t assume something that hasn’t been verified by data.

Traffic is good, tracking is better

Do you know how your website visitors behave—where they click, which sections they ignore, and where they quickly bounce? Only then should you make improvements to your pages and adjust your advertising or SEO. To be truly successful online, you need to be able to understand your customers’ paths and intentions, gain insights from them, and use those insights to optimize your content and site structure. And we support you in this process based on data, not assumptions.

Successful tracking must be a long-term effort, carried out continuously, and professionally analyzed and visualized. As tracking experts, we handle these tasks for you so you can focus on your core business.

While Google Analytics—which many use to measure user behavior—provides only basic information, we use Google Tag Manager for server-side tracking in conjunction with Cloudflare data delivery, the central, cookieless data storage via stape.io on a platform integrated with a consent management platform, and the correct implementation of consent mode, Meta Pixels, etc. This allows us to answer much more in-depth questions for you, such as:

• Where did the user first come from to your site?
• What was the name of the landing page?
• Was the first touch generated by a Google ad, Facebook ad, Instagram ad, LinkedIn ad… or via SEO?
• Through which channel did the last touch occur—that is, the completion of a sale (online store) or a lead generation request (often B2B)?
• At which point in a form or checkout process is the bounce rate highest?
• Geographically speaking, where do you generate the best conversions?
• And many other aspects

With this, we follow the so-called customer-centric approach, which shifts your marketing activities away from a product-oriented approach toward a customer-oriented one—an approach that has been proven to drive higher revenue.

We summarize the results for you in custom-built and customizable dashboards, based on a data warehouse, that show only what you really need to know—from visitor numbers to engaged sessions, including demographic characteristics of your users, AND what actually drove success! Because we know one thing from experience: Standard dashboards are often overloaded and therefore overwhelming; they rarely provide the specific information you need and are consequently not used efficiently. With our support, you’ll have all the information relevant to you at a glance, and you’ll also be able to use it with maximum efficiency to optimize your offerings. As a certified Google Partner, we use BigQuery and integrated tools such as Microsoft Clarity and, for example, Leadinfo in the B2B sector to create these dashboards.

The information and results from Success Tracking serve as a basis for you, your Ads and SEO agency, and us to develop recommendations for action regarding your website or app, as well as for PPC and SEO measures. A sophisticated tracking strategy is particularly important for landing pages designed to generate leads and conversions.