The first step in implementing tracking is to determine what you want to learn or understand about your audience through this tracking process. This means that before delving into the technical aspects of tracking, you must define your objective and the performance indicators (the well-known Key Performance Indicators) you wish to measure. The next step is to establish a daily monitoring of these indicators and to gradually refine both your approach and your digital marketing strategies based on the information and insights gained through tracking.
Many venues develop sophisticated tools but only use them on a superficial level: they monitor page views, visit durations, and possibly their origin, without going further. However, there is much more to be learned from this data. But doing so requires specific training, a clear definition of goals, and a time investment.
Tracking data on a website is not limited to collecting basic statistics: it is a powerful tool for deeply understanding your audience. By analyzing demographic, behavioral, geographic, and technological data, organizations can personalize their content, improve user experience, and refine their marketing strategies. Leveraging these elements allows for a more accurate response to visitors' expectations and, ultimately, better performance for the website and the institution it represents.
However, care must be taken to analyze this data with the necessary discernment, and to be wary of hasty conclusions based on short-term trends, seasonal biases, or irregular data analyses, which could distort your true understanding of the audience. That is why it is essential to regularly monitor this tracking data.