I bet you didn't think there was more than one advanced approach to web analytics tagging, did you? Sadly, there are many approaches to tracking visitors to websites, some of which have been around since the advent of mainframe computing (which should have probably been retired back then too!).
But with great choice comes great opportunity to define advanced segments, workaround organizational immaturity, and gain the upper hand on cross-browser and cross-device compatibility issues.
The 'Not So Great' Approaches
- Log files. Anything that measures behavior using a metric such as "hits" should be strictly reserved for baseball or hockey pools. And don't be swayed by the potential attractiveness of developing an advanced log file parser internally, it often involves more time and resources than signing a contract with a vendor.
- Counters. Remember back in the olden days when GeoCities was all the rage and the web was covered in animated GIFs? At that same time, people started to think about how they could count the number of times their pages were accessed, and many services started popping up that enabled casual web developers to proudly state their pages received three hits. Sad.
- External conversion tags. Advertising platforms such as Google AdWords afford users the ability to tag single pages of high importance and ignore everything else. Not terrible by any stretch of the imagination, but not ideal either. Think twice about relying solely on any measurement system that may introduce an external conflict of interest.
- Nothing at all. Not measuring web traffic isn't an option.
3 Advanced Approaches
- Hard-coded image GET requests. If you have serious performance requirements, troublesome cross-browser and device compatibility issues, consider formulating and concatenating image parameters yourself, especially if scope is limited to just a handful of important pages. It's not as hard as you think, and may save you a ton of custom development and testing time.
- Server-side API injection. Sounds boring, right? It's actually very sexy technology that lets you offload the work of communicating behavioral information from the client's browser to your own webserver. It's not that easy to implement, but if you have security or privacy concerns, compatibility issues or want to try something new, API injection might be right for you.
Notice anything missing, or prefer those log files that count hits? Let me know by leaving a comment below.
ClickZ Live San Francisco (Aug 11-14) will bring together the industry's leading online marketing practitioners to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, the comprehensive agenda will help you maximize your marketing efforts and ROI. Register today!