Topics

Start tracking your sites

Overview

Delivering exceptional digital experiences to customers and getting optimal conversion rates are the top priorities for every marketer. To effectively reach these goals, it is crucial to deeply understand your audience, including prospective and current customers, and their interactions with your brand. By analyzing your visitors' demographic and behavioral data, you can build audience segments, define personas, optimize the customer journey, and engage visitors to generate qualified leads that result in a higher conversion rate.

In this guide, you will learn the essentials of how to plan and start tracking your Sitefinity CMS sites, 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 Insight 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 Insight that you need to explore to 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 identifies the key systems, sites, development, deployment, and configuration points.
Marketing positioning	Define the business focus of Quantum, for example, global versus localized strategy. Decide whether to focus on the global audience or targeted segments.	Create a strategy about tracking your sites and the granularity of the data collected. Plan your Sitefinity Insight 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.	Create a tracking plan and analyze whether the Insight 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 third party systems.