How Tracking on Landing Pages Works
Having landing pages is great, but how well are they converting? Knowing how many people reach the page and THEN convert to a lead allows you to work out how effective the page is at converting people.
Now the question is why does that matter? If people are signing up and you have a steady flow of leads then does it really matter? Yes! People that don’t sign-up are lost leads, they are a potential valuable lead, so if people are going to the landing page but not completing it then it shows an issue with the page. Secondly it allows you to calculate how much each lead is costing you, helping you identify where to spend your marketing budget more effectively. There are a number of different tracking methods that you can use.
This is a free service that you can sign up for. Once you have created your account, you will be asked for what property you want to gain analytics on, property in this case is the website. You will then be provided with a piece of code, called a gtag.js that you will need to paste in the header code section (first item is what they recommend) of each page that you wish to track on that site. In this case we can add it to our landing page as described below.
Once this is done then your Google Analytics will start working. This will allow you to see visitors in real time (last 30 minutes) as well as ongoing demographic information, such as language, location and gender; but one of my favourite parts is under the Acquisition tab, Channels, as it shows you how someone gets to your page in the first place.
If you are running Facebook Ads driving people to your landing pages, then Facebook offer a tracking pixel that allows you to see the contacts journey, allowing you to measure your conversions. To get your tracking pixel go into your Business Manager, click on the menu, go to Measure & Report, and finally down to Events Manager, there you will see Pixels, and once inside there in the top right corner you have set-up. This allows you to copy your pixel code which again will be placed in the header section of the page(s) you want to track, however it does not mind where in the section it is and can be placed below the Google Analytics code if you are using that.
Once this is done you will now be able to track someone from initial click on your facebook ad, through their journey on landing pages and, if you keep placing the tracking pixel on each page, through to purchase.
How to put your tracking code onto a landing page
Now for the easy bit! Go into campaign builder and load the landing page you want to install your code on (you will need to repeat this for each landing page you wish the tracking code to follow). Once inside, click on the ‘launch’ tab. On that screen you will see a number of sections, the top one called ‘Head Tag’, that is where you can paste your tracking codes. Now remember, you have made a change to the landing page by doing this, so it is vital you press the republish button on the launch tab to push these changes through.