Why Track Everything?
In Analytics, information is everything. Gone are the days of the page counter prominently positioned in the footer of your page. Simply tracking a user is only a very small part of the equation.
Doesn't Google Analytics track everything?
Google Analytics (GA) is amazing, with tonnes of out-of-the-box smarts to get you going from a simple embed code on your site. However, there is a world of customisation available to you which should be explored to ensure your data is accurate and meaningful.
How does TRACK EVERYTHING assist Google Analytics?
One of areas GA needs help with is attribution of incoming traffic. From a basic implementation, GA tracks a range of Channels that they label as the 'Default Channel Grouping'. These are default Medium types that can be easily determined from the incoming data associated to the visitor, and include;
- Direct - Traditionally direct is where the user has directly typed the URL into the navigation bar of the browser. However, ANYTHING without a referrer source will be labeled as direct. This is where Track Everything works it's magic
- Organic Search - Primarily Google search traffic, but will include other search engines, such as; Bing, Yahoo, Ask, AOL, Baidu etc
- Social - All incoming links from the known Social Networks are tracked here. However, Paid traffic through social should be tagged up to reside in Other Advertising
- Paid Search - Known Paid advertising vendors advertising within Search like Adwords and Bing, will be automatically tracked within Paid Search
- Display - Known Display and Banner advertisers (EG/ Adwords) will be tracked with Display. This will also include remarketing efforts with the known platforms
- Affiliates - Affiliates never runs 'out of the box', but with tracking (via Track Everything) you can group your affiliate marketing activity to determine their effectiveness.
- Other Advertising - Without manual UTM tracking, it is rare to have this channel populate. However all UTM tracking with either CPC, PPC & XXX will be captured here (this can be effective for tracking Paid Facebook Campaigns etc).
- Referral - Traffic with a referral source, that don't match the above criteria will default to referral. However, it is possible to nominate a campaign name, in order to track specific activities that you achieve with your referrer.
- (Other) - UTM tracking that don't meet the conditions of the above tracking will drop into this channel. Although this is great as a catch all, it can become more difficult to monitor over time, if a number of campaigns fall into (Other).