What does a tracking concept entail?

What does a tracking concept entail?

Tracking concepts are a subfield of digital analytics and deal with the documentation and creation of a standardised procedure for data points to be analysed later on.

A tracking concept is a detailed documentation of the way in which

  • What is tracked within an APP or website
  • How something is to be tracked with the help of the tracking tool
    –  Code building block per programming language
    –  Naming and naming convention
  • What everything is to be passed to the tracking tool

What is the added value of tracking concepts?

With the help of a tracking concept, the digital analyst gets a very good overview of how the respective elements, such as:

  • Page Name and Title
  • Events
  • Parameters
  • Conversions

have been named. This means that the user does not have to search for the tracking elements in the tracking tool, but can create his analysis specifically with the knowledge from the tracking tool.

In addition to fast and efficient data analysis, a naming convention is agreed upon when creating the tracking concept. This not only helps digital analysts with the analysis, but also ensures that uniform rules are adhered to and that the data collected is recorded in a structured manner. This means that the dimensions are always named the same and thus analysts do not have to create their analysis using two dimension terms, a segment or filtering. Furthermore, if the analysts do not know that there are different conceptualisations, they would not know that they have to apply a segment or a filter. The consequences of this would be incorrect analyses, which could then also lead to incorrect conclusions.

Another added value of a tracking concept is that all developers gain the same understanding of tracking with the help of the code modules. The detailed description of how a code has to look and which parameters have to be included at which point reduces errors in programming and also in data collection.

A tracking concept also helps to test different elements such as events or conversions efficiently and effectively. Through the fixed names of the elements and the description of how the element is tracked, it is possible, for example, in the tag management tool or in the browser console to check exactly whether all parts are transferred in the tracking after a click on a specific element.

The tracking concept thus helps to document the data collection and makes it traceable for everyone. The tags are then implemented either directly in the code or via a tag manager, e.g. Google Tag Manager. Once the tracking is implemented, the data can be analysed via the selected tracking tool.

You need competent support in the creation of your tracking concept, in the implementation or in the selection of a suitable tracking tool? Then contact us! We will be happy to support you.


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