Conversion Tracking and Analysis for Event Websites: Integrating External Web Tracking Tools

Jul 21, 2024 | 6 min read

Conversion Tracking and Analysis: Integrating External Web Tracking Tools

Effective conversion tracking and analysis are crucial for understanding user behaviour and optimizing campaign performance. By integrating external web tracking tools, advertisers can gather valuable insights into how users interact with their websites and platforms linked to their events. This article will explore key external web tracking tools, including Google Tag Manager, Google Analytics, Meta Pixel, Insight Tag, and Marketo Munchkin, and guide you through the process of using them for conversion tracking.

Integrate External Web Tracking Tools

External web tracking platforms provide the ability to monitor and analyze user behaviour across websites and linked platforms. These tools help you measure campaign performance against goals such as engagement and registrations on your event website.

Google Analytics: Connecting and Utilizing

Google Analytics is a powerful tool that provides comprehensive insights into website traffic and user behaviour. It helps you track and analyze how visitors interact with your website, offering valuable data for optimizing your marketing efforts.

Connecting Your Website to Google Analytics

Create a Google Analytics Account:
- Go to Google Analytics and sign in with your Google account.
- Set up a new account and property for your website.
- Obtain your unique Tracking ID (e.g., UA-XXXXXXXXX-X).

Add Google Analytics Tracking Code:

Direct Integration: Insert the Google Analytics tracking code into the <head> section of your website's HTML.

Example Code:


<script>
    (function(i, s, o, g, r, a, m) {
        i['GoogleAnalyticsObject'] = r;
        i[r] = i[r] || function() {
        (i[r].q = i[r].q || []).push(arguments)
        }, i[r].l = 1 * new Date();
        a = s.createElement(o),
        m = s.getElementsByTagName(o)[0];
        a.async = 1;
        a.src = g;
        m.parentNode.insertBefore(a, m)
    })(window, document, 'script', 'https://www.google-analytics.com/analytics.js', 'ga');

    ga('create', 'YOUR_TRACKING_ID', 'auto');
    ga('send', 'pageview');
</script>

Google Tag Manager Integration: Alternatively, use Google Tag Manager to deploy the Google Analytics tracking code, which simplifies the management of various tracking tags.

Utilize Google Analytics Features:
- Traffic Analysis: Monitor metrics such as page views, session duration, and user demographics.
- Event Tracking: Set up custom events to track specific actions, such as button clicks or form submissions.
- Goals and Conversions: Define and track goals to measure how well your site fulfills its objectives, such as registrations or sales.
Analyze Data:
- Use the Google Analytics dashboard to view reports, create custom reports, and analyze user behaviour.
- Make data-driven decisions to optimize your website/registration form and marketing strategies based on insights gathered.

Google Tag Manager: Managing and Deploying Tracking Codes

Google Tag Manager (GTM) is a tag management system that allows you to manage and deploy various tracking codes and marketing tags from a single interface. It simplifies the process of adding and updating tags without needing direct access to your website's source code.

Integrating Google Tag Manager with Your Website

Create a Google Tag Manager Account:
- Sign in to Google Tag Manager with your Google account.
- Set up a new container for your website.

Add GTM Container Code:

Install GTM Code: Insert the GTM container code snippet into the <head> and <body> sections of your website's HTML.

Example Code:

<script>
    (function(w, d, s, l, i) {
        w[l] = w[l] || [];
        w[l].push({ 'gtm.start': new Date().getTime(), event: 'gtm.js' });
        var f = d.getElementsByTagName(s)[0],
        j = d.createElement(s),
        dl = l != 'dataLayer' ? '&l=' + l : '';
        j.async = true;
        j.src = 'https://www.googletagmanager.com/gtm.js?id=' + i + dl;
        f.parentNode.insertBefore(j, f);
        })(window, document, 'script', 'dataLayer', 'GTM-XXXXXXX');
</script>

<noscript>
        <iframe src="https://www.googletagmanager.com/ns.html?id=GTM-XXXXXXX"
        height="0" width="0" style="display:none;visibility:hidden">
        </iframe>
</noscript>

Configure Tags:
- Add Tags: Use the GTM interface to create and manage tags for various tracking tools, including Google Analytics, Meta Pixel, LinkedIn Insight Tag, and more.
- Set Up Triggers: Define triggers to determine when and how tags should fire, such as on page views or specific user interactions.
Test and Publish:
- Preview Mode: Use GTM's preview and debug mode to test your tags and triggers before publishing.
- Publish Changes: Once you are satisfied with your setup, publish the changes to deploy the tags on your website.
Manage Tracking Codes:
- Centralized Management: GTM allows you to manage all your tracking codes from a single interface, making it easier to update and maintain your tracking setup.

Meta Pixel: Tracking Visitor Activity on Facebook

Meta Pixel is a tool provided by Meta (formerly Facebook) that enables website owners to track visitor activity on their site and correlate it with Facebook Ads. This integration helps in measuring the effectiveness of your Facebook advertising campaigns and understanding user interactions with your ads.

Setting Up Meta Pixel

Create a Meta Pixel Account:
- Go to the Meta Events Manager , in the Events Manager, click on "Connect Data Sources" button, select "Web" and click "Connect".
- Choose the name for the new Pixel, website URL and obtain a code.
Add Meta Pixel Code:
- Direct Integration: Insert the Meta Pixel base code into the <head> section of your website's HTML.
- Use a Partner Integration: If you are using a website platform like Shopify, WordPress, HubSpot or others, you can follow the steps for your specific platform.
- Event Tracking: Add additional event tracking code to monitor specific actions, such as purchases or registrations. For example, add on the Thank you page of a registration form:
```
<script>
    fbq('track', 'Purchase', {
    value: YOUR_PURCHASE_AMOUNT,
    currency: 'USD'});
</script> 
```
Verify Installation:
- Use the Facebook Pixel Helper browser extension (for Chrome) to check if the Pixel is firing correctly and tracking the desired events.

Insight Tag: Tracking LinkedIn Ad Performance

Insight Tag is a feature offered by LinkedIn that allows website owners to track the performance of their LinkedIn ad campaigns and gain insights into user interactions.

Setting Up Insight Tag

Create a LinkedIn Insight Tag Account:
- Sign in to LinkedIn Campaign Manager and set up the Insight Tag.
Add Insight Tag Code:
- Direct Integration: Copy the provided Insight Tag code and paste it into the <head> section of your website's HTML.

Marketo Munchkin: Web Tracking by Marketo

Setting Up Marketo Munchkin:

Create an account and add the tracking code to the <head> section of your website.

Integrating Tags into Eventact System

To integrate these tracking tools into the Eventact system, follow these steps:

Locate the Integration Settings:
- In the Eventact system, navigate to the SEO section.
Enter Account Identifiers:
- For platforms like Google Analytics, Meta Pixel, LinkedIn Insight Tag, and others listed in the system, simply enter the account identifier or Pixel ID into the corresponding field. All the scripts needed will be added automatically to the correspondent pages.
Add Custom Tracking Codes:
- If the advertising or tracking platform is not listed, paste the provided tracking code directly into the "Custom Tracking Code" area within the Eventact system.
Verify and Test:
- After adding the tracking codes or identifiers, visit your event website, perform test registrations or interactions, and verify that the data is being collected correctly on the respective external platforms.