Collecting Data for Analytics

There are two major methods for gathering data for internet advertising. The first one is through cookie-based tracking, while the other is through server-based monitoring. But recent innovations have produced a new method for collecting data, universal analytics. Universal analytics have transformed the way data analysts collect and evaluate information for decision-making.

Methods for Collecting Data

Discover the difference between cookie-based tracking, server-based tracking, and universal analytics. Learning these methods will allow you to choose which is suitable for your current digital marketing campaign.

Cookie-Based Tracking

Cookie-based tracking is a procedure for collecting data that is the most popular. It starts with the analyst including a tag on every page of your site. This tag is a piece of code from JavaScript.

Then, when a user loads and accesses the page on their browser, the tag code runs. It sends a wealth of information to Google Analytics and other third-party servers. These software tools store all the information for more straightforward analysis.

Then, once the cookie-based method succeeds, the analyst opens the data in the server. They are prepared to monitor, evaluate, and optimize. 

Some variables that cookie-based tracking can gather include the number of visitors and screen size. It may also have the transactions they make, their device, and operating system. 

Server-Based Tracking

Server-based tracking is a method for collecting data that uses web servers. These servers are the computers that store websites for easier access. This form of tracking includes log files. It involves documents that the server produces and recording the clicks occurring. 

Each time a new request comes, it writes another line by the log file. For example, a simple click on the link or form submission automatically creates a new line.

Unlike cookie-based tracking, server-based tracking does not require page tagging when collecting data. The raw data is readily available here, but the organization has to operate the server. 

One should note that the raw figures will be different with server-based and cookie-based tracking. That’s because they use other methods for collecting data. When a browser keeps information for the page, caching allows it to retrieve the details easier. And the cached page will not reach a server, so the number of visitors differs. 

This collecting data helps monitor mobile guests. Several phones now block cookies or cannot execute JavaScrip tags. It’s also vital for universal analytics. 

Packages for website analytics can monitor most digital campaigns for marketing. For instance, you need to know if visitors depart from the website without converting. No matter how much you optimize content for SEO, users who don’t follow the CTA don’t help attain goals. Conversion optimization should convert several visitors to the websites into customers or clients. 

Universal Analytics

Universal Analytics is a new Goole feature in the analytics suite that solves most digital marketers’ problems. One issue includes not being able to track individual people. Old-school analytics only involve unique browsers and devices as they use cookies for collecting data.

For example, Janet visits a website using Chrome on her desktop. And she also explores the sire on her Safari from her Macbook. Sometimes, she also checks it on her phone. The website will think that Janet is three different people even if she’s not. If Janet’s sister visits the site from her Macbook, it will assume that it’s Janet even when it’s not.

Another concern that universal analytics can resolve is the decline in cookies. Innovative modern browsers now give individuals the option to block cookies. Also, some phones and tablets can access cookies. 

Marketers have been staying away from them, especially with rampant privacy issues. Recently, new laws now require websites to disclose usage of cookies, such as the EU Privacy Directive.

Thanks to universal analytics, collecting data is now easier because you can track visitors instead of devices. Track real people instead of merely monitoring sessions. You can produce distinct identifiers for every consumer so you can gain insights about their adventure with your organization.

Tracking Universal Analytics

No matter what device they are using, you’ll know that it’s them. You can track Janet from her laptop, desktop, and mobile phone. It’s also possible to track her sister when she borrows Janet’s device. But there’s a catch.

Janet has to log into your website or a tool on their devices to become trackable as one person. In short, tracking individual people requires both authentication and universal analytics. If she doesn’t log in, you won’t track her. And if Janet’s sister uses Janet’s account, you won’t track her either.

With universal analytics, you can see guests’ behavior according to the device they are using. You can also track how their behavior transforms in the long run. Answer this, “How often do they return?” What are their purposes for returning back to your site? What is the duration in which they remain on the website?

Collecting Data of Different Types

There are several variants of information you can capture. KPIs are the metrics you use for checking if you are attaining your goals or not. There are two kinds of metrics. These involve ratios and counts.

Counts are the metrics or raw figures that the marketer and analyst use for analysis. On the other hand, ratios are interpretations of the information they have counted. 

You may apply these metrics into three groups. Aggregate is the first one. It refers to all the traffic driven to your site within a particular time range. The second application is segmented, which is under all traffic. It’s dependent on a particular filter, like which campaign or what kind of visitor. Lastly, metrics application is also accessible to the individual. This refers to the activity of one visitor at a certain period. 

The most basic web metrics include hit, page, and page views. These variables let you know how much traffic your site is getting. Hit refers to a one-page load. A unit of content is a page, while the number of times people access the site is the page view.

© Image credits to Adrien Olichon