Once Web Tracking has been set up on your site, this article provides a few tips, best practices, and variables to look out for to keep your Web Tracking working properly.
The Importance of Known Users
Are your Known Users increasing or have they reached a plateau? Known Users are what give Web Tracking its power. Your subscribers will only become Known Users if they click a link in one of your mailings to have the Web Tracking cookie installed on their browser. This is why we recommend that when you initially begin using Web Tracking, there should be an initial push to get your subscribers to click a link in a mailing by including appropriate click-bait. You should periodically repeat those efforts to help increase the number of Known Users (this will help you renew Known Users as well). If subscribers clear their cookies, reinstall their browser, or even start using a different computer or device, the Web Tracking cookie will be lost. You’ll want to encourage subscribers to click on your mailing links again to reinstall the cookie.
Monitor Web Tracking Reporting
Are visitors to your site bouncing off and not interacting with it in the way that you hoped? Make sure the pages on your site that you're directing them to are loading properly or that the content has not drastically changed. A higher bounce rate usually indicates that someone is not seeing or finding what he or she hoped/expected to find by clicking your Web Tracking links.
Monitor Your Website
Have there been any changes to your website? Make sure you're not missing anything that has been added to your site that might be useful to track as an interaction. Also, make sure the items you're tracking as an Interaction are still on the site and working properly.