Tracking – What is Tracking?

In digital marketing, tracking refers to all those actions that are carried out to follow or monitor any objective set at the beginning of any strategy. Carrying out correct monitoring is essential to achieve and measure the objectives of any campaign.  


Importance of tracking in digital marketing

Although campaign monitoring has always been done in traditional marketing, it is in the digital environment where it becomes especially important and useful. The reason is, basically, the possibility that the online environment has to collect data. Therefore, being more quantifiable, monitoring the performance of a campaign is easily visible.

Why “track” an action in digital marketing?

The reason is very simple, because it is very useful to know at all times the performance or operation of any strategy carried out.

From the beginning, any person or group of people in charge of creating an online marketing strategy will set certain KPIs and minimum returns. That is why, thanks to monitoring the entire campaign, it will be possible to verify if they are really being fulfilled or if, on the contrary, it is not being completely effective.

In the event that it is not working as expected at first, thanks to “tracking” action plans can be established based on real, more reliable and more specific data.

Benefits of tracking

Among the clear benefits of tracking any campaign, we can find the following:

  • Campaign correction

  • Better segmentation

  • A/B Prototyping Improvements

  • Know better channels

  • Learn more effective strategies

Example of tracking in campaigns

Although the monitoring of any digital strategy can be carried out in any online marketing sector (SEO, PPC, Social Ads, etc.), e-mail marketing is one of those that most often uses this type of actions.

Tracking in email marketing

E-mail marketing is one of the most effective digital marketing fields today, not only because there is high brand awareness, but it can also greatly improve conversion in a direct or indirect way.

For this reason, for quite some time the monitoring of campaigns such as newsletters or transactional emails has been used, the objective of which is none other than to improve and know which are the most effective techniques and the type of emails that They work more or less.

Among the most used metrics in e-mail tracking we find:

  • Campaign correction

  • Open rate

  • Clicks

  • Conversions

  • Low

It must be taken into account, however, that each campaign is unique and therefore the key metrics depend on the main objective.

In conclusion, this type of content is more and more important as the years go by. Where paid advertising is “less credible” and the connections between the company and users must be more direct.

Email tracking tools

Currently there are numerous tools that make tracking more reliable and much easier possible.

With Acumbamail, you can generate newsletters and transactional email campaigns, and perform A/B tests to check their effectiveness, for example. The combination with Google Analytics is also useful, which allows us to review metrics related to our project in order to improve it.

In short, the importance of data in digital marketing is increasing. Therefore, tracking is essential to understand how a user or lead behaves, and that is the key to the constant optimization of any strategy carried out.