Start tracking your sites

Providing the best digital experiences to customers and getting the optimal conversion rates to meet your business goals is in every company's agenda nowadays. Logically, the first step to getting there is knowing who your audience is - prospective and current customers and then understanding how they interact with your brand. Extracting patterns from the tracked demographic and behavioral data helps build audience segments, define personas, optimize the customer journey, and engage visitors to generate qualified leads that result in conversions.

In this guide, you will learn the essentials of how to plan and start tracking your Sitefinity CMS site(s), along with some recommendations and useful tips. You basically translate your company's business goals and marketing needs into a technical implementation and setup plan.

NOTE: This section only covers tracking your sites scenario. To fully optimize the digital experience on your site, you need to also leverage Digital Experience Cloud analytics features.

Throughout this section, you will get acquainted with the aspects of web tracking with the example of quantum.sitefinity.com. The Sitefinity CMS Quantum sample project showcases all features of Sitefinity CMS and Digital Experience Cloud that you need to explore and understand web tracking. For more information, see Quantum GitHub repository.

Workflow  

Plan and setup

The following tables summarize some key marketing and technological aspects of web tracking. There is no strict sequence in implementing your web tracking strategy but we recommend that you generally have a clear understanding and plan for all of the aspects below.

Marketing perspective Example  Technological perspective
Business goals definition
Increase the value of the quantum brand by building relationships with potential customers and delivering the best digital experience for each visitor on the site. Implementation plan that pinpoints the key system(s), site(s), development and deployment, and configuration points.
Marketing positioning Define the business focus of quantum, for example, global versus localization strategy. Decide whether to affect the global audience or targeted segments. Devise a strategy about tracking your site(s) and the granularity of the data collected. Plan DEC setup.
Marketing goals Increase the conversion rates of your quantum American site. Additionally, acquire more leads by increasing the number of contacts, as compared to anonymous visitors. 

Devise a tracking plan and analyze whether DEC out-of-the-box features cover your scenario or you require custom implementation.

Marketing requirements Import contact data from another system, for example, CRM, to engage these contacts in campaigns.  Plan on data integration with 3rd party systems.

Start tracking your sites

Marketing perspective  Example   Technological perspective 
Start collecting visitors' behavioral and demographic data.

Examine the journey taken by your website visitors. Track them from the first visit to the point where they complete the desired goal.

Connect to DEC and enable tracking on your sites. Configure data centers and data sources, in accordance with your strategy.

Create comprehensive contact profiles 

Get a clear overview of your visitors' behavior, demographics, and interactions across channels.  Employ DEC cookie to map known and visitors across systems and sessions. May need to use IP filter to exclude certain visitors.
Tracking and reporting needs and goals  Discover key touchpoints and interactions that increase conversion rates for the desired goals. 

Track whether your digital content assets, for example, whitepapers and videos, attribute to increasing conversion rates.

Gather tracking data for default and custom events to enrich contact profiles. Leverage the DEC SDKs.
Optimize the digital experience   Next steps to take in optimizing the customer journey and providing the best personalized experience to your audience. Measure the success of your marketing efforts. 

The following sections look into more detail how to setup DEC and to start tracking your sites.

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