Tracking and Analysis

Keywords

The keyword analysis is so essential that it should not only be at the beginning of every online marketing campaign, but rather at the beginning of the development of the company and marketing strategy. Because only those who know what their target group is actually looking for can position themselves accordingly.

We are an official Google partner and have access to precise keyword and search volume data for a wide variety of languages and regions around the world. How often in which region a certain search term is “googled” is an insight that is extremely valuable in the digital age.

From our point of view, business consultants should also be able to carry out keyword analyses in order to be able to give a company the best possible strategic advice. The crux here, however, is that management consultants usually do not have access to the high-quality keyword and search volume data, e.g. from the Google Ads Keyword Planner. For this reason, we also work with numerous consulting firms and supply them with extremely precise keyword analyses.

Search Results

If the most important search terms with a sufficiently high search volume have been found through a detailed keyword analysis, these are sensible and SEO-friendly to implement on the website (via keyword allocation). With the help of tools such as Sistrix, Serprobot, Google Search Console, ahrefs, etc, the development of these keywords in Google can then be tracked transparently and clearly.

Some "SEO agencies" actually work here without the use of high-quality tools such as Sistrix, Google Search Console and so on. We strongly advise you to contact an online marketing agency that works much more professionally, has a good reputation and also uses renowned tools in a healthy mix.

Page Views

For professional web and user tracking, it is important to track the page views that your website has. In this context, we mainly use the options that Google Tag Manager (GTM) offers together with Google Analytics (GA). In order to have the ability to integrate this web tracking in compliance with GDPR, you need a cookie consent tool such as Usercentrics or Borlabs. We are happy to advise you without obligation, though we cannot provide legal advice.

When integrating the Google Analytics tracking code, we ensure IP anonymization. We are also happy to make the changes to the code required for GTM and GA, so that, for example, Usercentrics can actually be integrated in a GDPR-compliant manner. As an agency, we are also a premium member of E-Recht24 and can help you with data protection declarations and imprints.

User Behaviour

In addition to the page views, precise data on user behavior on the corresponding website is also very important. Here, too, we rely on the GDPR-compliant integration of GTM and GA. Thanks to these tracking methods, you can find out how high the bounce rate is, how long a user stays on your website on average and which landing pages are particularly popular or unpopular. You can also get more information on technologies (browser, operating system, resolution, device) or location (country, state, location) and much more..

Events

One of our greatest strengths is event tracking using Google Tag Manager. We can measure a large number of events and micro-events very precisely with the help of various variables, triggers and tags. Valuable data and events are, for example, how many users clicked on a specific telephone number or email address, who downloaded a specific PDF or played a certain video.

In a detailed discussion on event and conversion tracking, we jointly determine what exactly should be tracked. The possibilities are almost limitless, which is why we should take enough time here to tackle the topic of “tracking and analysis” in the best possible way.

Conversions

Conversion tracking in Google Analytics is based on event tracking. The most important events should also be created in the GA administration as goals with a suitable goal value so that the events can be seen not only in the events report, but also as goals in the conversions report. This step is still necessary in order to be able to import all important goals into the Google Ads account. Because only conversions can be imported into this, however, not events.

A “classic” conversion that is created in the GA administration is, for example, the contact request using the contact form. We prefer the variant with its own thank you page.

Event and conversion tracking basically belong together, which is why we approach both topics in parallel with you. In order to optimize your online marketing campaigns efficiently and sustainably, together we ideally set an appropriate conversion value for each conversion.

eCommerce

If you have an online shop, we will set up accurate eCommerce tracking for you in addition to event and conversion tracking. As a rule, a plug-in is used for this, which makes implementation significantly easier.

Thanks to eCommerce tracking, you can see which products are most frequently purchased online and are therefore your bestsellers. You receive very valuable data in terms of sales, order values, return on investments, converting keywords and much more.

Analysis

The first step provides a detailed analysis, which consists of keyword analysis, competitor analysis, technical analysis and analysis of your previous online marketing campaigns. In this analysis, we also address all questions that relate to your previous tracking results (if of course there are any).

It is particularly significant to find the most important keywords with the help of tools such as Google Ads Keyword Planners, Sistrix, ahrefs, Google Search Console, Google Trends, Google Analytics and so on. Carrying out a detailed keyword analysis is inevitably an important basic requirement for strategy and positioning and setting goals.

Goal Setting

Once the most important keywords have been found, they can be incorporated into the relevant landing pages using keyword allocation. Then we jointly set specific goals for how the keyword development should look in the short, medium and long term.

Setting goals also includes which events, micro-conversions and conversions should be specifically tracked with the help of Google Tag Manager and Google Analytics. It is important to jointly define which target values should be assigned to the individual target projects.

When setting goals, questions such as “What specifically should be tracked? and “How much is an average good query worth to you via your contact form?”. If you run an online shop, sales and ROI values must of course also be determined more precisely, but also CPAs and costs per order.

Implementation

During implementation, all tools are set and customized to capture precisely the data that we would like to be able to analyze and evaluate. With keyword tracking, for example, an individual Serprobot report is created that precisely tracks keyword developments at one or more specific locations. This gives us very valuable data regarding your search engine placements, in addition to the data in Sistrix or Google Search Console.

Event and conversion tracking will now also be set up as previously defined and agreed. When implementing GTM and Google Analytics, we ensure GDPR-compliant integration and are happy to discuss this with your data protection officer. As already mentioned above, however, we cannot replace specialist legal advice and are therefore not liable for the corresponding implementation.

If you have an online shop, we will of course also take care of the professional integration of eCommerce tracking. We also make all the links in order to ensure the highest possible data quality. For example, you can link Google Analytics with Google Ads, Google Ads with Google Search Console, Google Search Console with Google Analytics, etc. to get better data.

Evaluation

After the first data has been tracked and collected, we can carry out an initial evaluation. A good rhythm with sufficiently high traffic is about once a week. In this step, we will carefully examine and evaluate all data relating to keywords, user behavior, technologies, goals and the like in order to draw conclusions about the campaign's performance (s).

If, during analysis and evaluation, we see that the behavior data are not optimal with certain resolutions, browsers or end devices, we will "go into more depth" here, for example, in order to be able to locate technical and / or display errors.

The event and target project reports also provide very good clues. If many and good conversions are achieved within a certain interval (e.g. within seven days) with a reasonable cost-benefit ratio, there is a lot to suggest that the website is already well received by your target group. If there are no events or goals for a long time, optimization of the online marketing campaigns is obviously necessary in order to achieve better results.