Website tracking

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Our services & levers in the area of website tracking

Website tracking involves the monitoring, collection and analysis of visitor behavior on a website using technologies such as cookies and pixels. It is used to collect information about pages visited, dwell time, click patterns and the origin of traffic. This data is used to improve the user experience, personalize content and for many other marketing purposes.

UX optimi­zation

Optimizing the user experience is a critical success factor for any website. By analyzing user behavior, we can find out how users interact with your website and where potential hurdles lie. On this basis, targeted measures can be taken to improve the user friendliness of your website. This includes, for example, optimizing the page structure, simplifying forms and checkout processes and reducing loading times. A positive user experience increases the satisfaction of your customers and promotes their long term loyalty to the brand.

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Target group under­standing

Website tracking gives you detailed insights into the behavior of your website visitors. Analyzing data on pages visited, dwell time, click patterns and demographic information allows you to develop a more comprehensive understanding of the needs and interests of your target audience to optimize your online presence.

Improved UX

By understanding user behavior, you can continuously optimize your website to improve the user experience. This includes optimizing page structure, navigation, forms, checkout processes and reducing load times. A positive UX increases visitor satisfaction and promotes long-term brand loyalty.

Persona­lized offers

Website tracking allows you to create personalized content and offers for your visitors. Based on the previous behavior and interests of your target group, you can provide tailored content, product suggestions and marketing messages to increase the relevance and effectiveness of your communication.

More effective campaigns

Website tracking allows you to accurately measure and analyze the performance of your marketing activities. By evaluating campaign data, you can identify successful strategies and use your marketing budgets more efficiently to maximize conversion rates and the return on investment of your spend.

Increase conver­sions

By understanding the conversion funnel, you can identify potential bottlenecks and barriers that could affect your conversion rates. Through targeted optimization measures along the conversion funnel, you can effectively increase your conversion rates and maximize the success of your website in the long term.

Data driven decisions

Website tracking allows you to make data-driven decisions and continuously optimize your marketing strategies. By analyzing user behavior and performance data, you can customize your offering, improve your online presence, and achieve your business goals faster and easier. Which increases your business success in the long term.

How does website tracking work?

Good question!

To analyze the behavior of visitors on your website, website tracking typically works as follows:

  1. Integration of tracking technologies: We integrate tracking technologies such as cookies, pixels, scripts or tracking tags into your website. These technologies make it possible to collect data about visitor behavior.
  2. Data collection: When a user visits your website, information about their behavior is automatically collected by the implemented tracking technologies. This involves analyzing which pages were visited, how long the visit lasted, which click patterns took place, what the origin of the traffic was and what other relevant activities took place.
  3. Storage and processing of the data: The data collected is usually stored on servers and can then be analyzed. We use analysis tools and software to process the data and thus gain insights into the behavior of your users.
  4. Data evaluation and applications: We analyze the data we collect to draw conclusions about user behavior. You can then use the information to improve the user experience, provide your target group with personalized content, optimize marketing campaigns and carry out general performance analyses.
  5. Data protection and consent: Due to data protection laws such as the GDPR, website operators must ensure that user consent to tracking is obtained, clear privacy policies are provided and options to opt out of tracking are offered.

Develop­ments and trends in website tracking

Like tracks in the sand: Recognize the movements and interests of your website visitors.

Developments in website tracking reveal three significant and groundbreaking trends that are not only transforming the way data is collected and analyzed, but also the fundamental mechanisms of online marketing and data protection:

  1. Deletion of Universal Analytics data (UA): Google plans to delete all data from the former Universal Analytics properties on July 1, 2024. This is a consequence of the mandatory switch to Google Analytics 4, which has been underway since July 1, 2023. As a company, you must back up your data in good time to avoid any risk of loss. This can be remedied by exporting individual reports via the Analytics user interface or exporting the entire data via API or BigQuery.
  2. Implementation of the Digital Market Act (DMA) and Consent Mode V2: The Digital Markets Act (DMA), which has been in force in the European Economic Area since March 6, 2024, requires advertisers to implement Consent Mode V2 to ensure user data protection in accordance with the DMA. This applies in particular to imports of conversions and target groups from Google Analytics 4 and the use of remarketing lists and lookalikes in Google Ads.Consent Mode V2 enables direct communication between the Consent Management Platform and Google Tags, which gives you more control over user data protection, especially if the manual consent query is not implemented correctly.
  3. Increasing importance of server side tracking: Due to stricter data protection regulations such as Intelligent Tracking Prevention in the Safari browser and Tracking Prevention in the Google Chrome browser, server-side tracking is becoming increasingly important. A test phase is currently underway in the Chrome browser, in which 1% of Chrome users are affected. In the course of 2024, probably in Q3, tracking prevention is expected to start at 100%. Serverside tracking makes it possible to avoid the resulting data loss and to target marketing campaigns more precisely. However, during the transition it is essential to work closely with tracking experts, such as our specialists at Loyamo, to ensure the security and effectiveness of your tracking.

In the ever-changing world of website tracking, you as a company need to keep up with the latest trends in order to use your data effectively. At Loyamo, we offer tailor-made solutions and expert advice to help you optimize your tracking systems.

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Last week we did a complete website, Google SEO and SEA relaunch with Loyamo.

Loyamo provided outstanding support for the project. I am impressed that we met all the deadlines, the concept of the site is very cleverly thought out and structured. The collaboration with the whole Loyamo team is great!

Benedikt Müller, Owner, Physio Station AG
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Lea-Saurer
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Loyamo has been supporting us for years in all matters relating to websites, SEA and SEO.

We were particularly impressed by the website relaunch that Loyamo implemented with us. The new website is very appealing and user-friendly. Since the relaunch, our inquiries have at least doubled, which is a great success for us. The collaboration is very professional and effective. We look forward to more successful projects in the future.

Lea Saurer, Deputy Director, Saurer Marking Solutions
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We have been working with Loyamo on a basis of trust for years.

The team provides us with strong support throughout the entire SEO process. From keyword research and assistance with technical SEO to optimized texts for dedicated landing pages, Loyamo is the number one contact because they work reliably and flexibly, but also approach the matter critically in order to achieve the best possible result for the TUM Campus Heilbronn. Loyamo is also the first choice for other website issues, such as the short-term implementation of WordPress instances, due to their expertise and flexibility.

Malte Mattick, Marketing Manager Website, TUM Campus Heilbronn
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stephan-bayer
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When we had tracking problems, Loyamo was recommended to us.

Thanks to their professional GA4 e-commerce tracking and detailed GTM setup, we not only received a customized solution for our Google Shopping account, but also found a reliable partner for our tracking. We never had the feeling that we were talking at cross purposes or that we were being talked into something. We greatly appreciate Loyamo’s expertise and professional approach in our collaboration and look forward to further successes.

Stephan Bayer, Director, Metav Werkzeuge GmbH
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matthieu nicolay
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The results achieved have more than confirmed our choice to work with Loyamo.

In search of a clear tracking and reporting structure for our online marketing activities (mainly user engagement on our website and paid campaigns), Loyamo was recommended to us. After a short intro and briefing, the Loyamo team was able to cleanly redesign our tracking setup in a few weeks and take it to the next level to make data-based decisions with clear numbers. In addition, Loyamo has helped us to better evaluate our marketing figures in the form of clear and structured reporting and thus to use our online advertising budget more efficiently and successfully. Overall, the cooperation with all colleagues involved so far has been very cooperative, transparent and always at eye level. The results achieved have more than confirmed our choice to work with Loyamo.

Matthieu Nicolay, Managing Director, bauen.wiewir GmbH & Co. KG

Frequently Asked Questions

Questions & answers about website tracking

Website tracking collects different types of data in order to obtain a comprehensive picture of user behavior. This includes not only pages visited and length of stay, but also click patterns, search terms, interactions with content, purchases, demographic information such as age and gender, interests and preferences, devices used (desktop, tablet, mobile devices) and geographical locations of users. This data is used to analyse user behaviour, identify trends and create personalized experiences.

The legality of website tracking depends on the applicable data protection laws and regulations, which can vary from country to country. Many countries have strict rules that govern the protection of user privacy, such as the General Data Protection Regulation (GDPR) in the European Union. If you as a company ensure that you carry out website tracking in accordance with the applicable laws and that you respect the privacy of your website visitors, website tracking is legal and brings numerous benefits for you.

To conduct website tracking ethically, you should be transparent with your users and provide them with clear privacy policies. The guidelines should explain what data is collected on your website, how it is used and how users can give their consent or opt out of tracking. You should also ensure that the data collected is adequately protected and not misused.

Website tracking has a significant impact on advertising on the internet as it allows advertisers to serve more targeted and personalized ads. By analyzing the behavior of your website users, you can better tailor your ads to the interests and needs of your target audience and increase the effectiveness of your advertising campaigns.

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