The Complete Guide on Website Tracking

Google Analytics is terrifying.

There, I said it.

When you first open it up, you’re bombarded with data about your visitors, traffic sources, and even links that aren’t yours. It can be so overwhelming that it’s easy just to close out of the tab and forget about it.

Here’s why you shouldn’t neglect your website traffic data.

Just over 2 percent of the people who visit your landing page will stick around or come back for more.

Website tracking allows you to gain a better understanding of not just the people that stumble across your website, but the people who stay! Once you know what kinds of people who like your material, you’ll be able to adjust your marketing strategy to match them.

Ready to get started? Let’s learn!

What Is Website Tracking?

Website tracking software allows you to learn more about the audience that visits, and stays, on your website. This software allows you to follow the patterns of movement that your visitors take. You’ll understand how they enter and exit your site as well as where they spend most of their time.

Here are some practical examples of website tracking:

  • When you search for hairdressers near you, your browser collects data on where you’re from.
  • When you go to in the morning and later that day an ad for GoodWill appears on a different website, cookies tracked your interest.

Website tracking is an incredibly common practice that as of 2017, an estimated 79 percent of websites did. Since then, it has only grown.

Why Do You Need Website Tracking?

You need website tracking software to help grow your website and develop it as a money-making business.

Website Performance

Website tracking can help improve the performance of your website. Collecting data on users can help the site to better automatically recommend products or posts to read next. This will keep your users on the site longer, giving you more opportunities to collect money from advertising or to get them to purchase a product.

Website Analytics

Who is your ideal consumer? Website tracking software helps you to understand who this is and to figure out where they come from.

Here are just a few of the website analytics you’ll gather from the software available:

  • Track the routes that visitors take on your site
  • Understand where visitors enter from
  • Understand on what page and after how much time visitors leave the site
  • Learn which referral sites drive the most traffic
  • Gather insights on which demographics stay on your site
  • Understand what types of devices people are using (tablets, laptops, phones) to be able to adjust website design and performance


Having demographic information will allow your sales and marketing teams to target those who are the most likely to positively respond to your online material.

You’ll be able to:


With InsiderData360’s Visitor Identification software for your website, you can identify who’s on your website and follow up with them. If you can call them, you can close them.

Get More Leads From Your Website


Is Website Tracking Only for Online Businesses?

Nope! If you have a website, whether it’s an online storefront that sells strictly digital materials, one that sells physical products or even a blog, website tracking software is useful to everyone.

What’s important to understand is how to make the most of your insights depending on the type of business you have.

  • Online storefront selling digital materials: One primary purpose that website tracking can serve is to learn more about the visitors that purchase something. What are their interests, gender, marriage status, and preferred social media sites? These are all things that website tracking can help determine. Once you have these insights you can use Instagram or Facebook marketing to target those specific demographics.
  • Online storefront selling physical materials: Similarly to a website selling digital materials, you’ll learn valuable insights about who your customers are. More importantly, you’ll learn where those who purchase most often purchase from and ship to. Then, you can use the same marketing techniques to target people in that area.
  • Blog: Website tracking is especially vital for blogs because often, the only source of revenue is advertisements. By understanding how your visitors move through your site and how often they come back, you’ll learn more about where you can make the most revenue and how you can keep people on your website for a longer period of time.

How Does Website Tracking Work

Without getting too techy, let’s get into a brief breakdown of how website tracking works.

The most important element to understand is the cookieA cookie is essentially a small piece of code that your browser creates and keeps until you tell it to be deleted.

Cookies allow websites to:

  • Remember logins
  • Keep track of items in your shopping cart after leaving the website
  • Recommend related materials like posts, videos, or products
  • Remember the information that you’ve allowed, like your name, birthday, and interests
  • Track the users behind the overall pageviews

Their general purpose is to make life on the internet easier for the user, but they also provide great insights for you, the website owner.

In a nutshell, different website tracking software takes these cookies and organizes the information from them. Then, this information is organized into usable website analytics. Tada! Technology is truly amazing.

Website Tracking Software Options

When most people think of website tracking software, Google Analytics is the first thing that comes to mind. While Google Analytics is powerful and has a great deal of information in one place, it can be tricky to navigate and the customer service really isn’t there, since they are analyzing millions of sites.

So instead, we’ve gathered the best website tracking software that you might not have heard of before.


InsiderData360 “turns the light switch on to a stadium filled with your customers”. We go beyond the power of Google Analytics to truly give you visitor insights that you can work with. They’re not just incomprehensible numbers on a screen. Whether you’re looking for comprehensive selling, proactive marketing, hyper-targeted advertising, or customer engagement tools, InsiderData360 provides you with the guidance you need.

Page Speed Insights

We had to slip something by Google in here. Page Speed Insights does exactly what you would think: it tells you how fast your pages are loading. Even though this software has one sole purpose, don’t neglect it! Even an extra 1-second delay can cause drops in traffic. Strive to get your website to load in 2 to 3 seconds, if not shorter.


Want to know where your competition is getting their clients from? SimilarWeb offers services to “spy” (legally) on the analytics of your competitors. Talk about getting an edge!


If you’re specifically looking at your page views, you may have noticed spam sites sending bots your way. These bots increase your page views while also increasing your bounce rate and lowering your visitor retention. PaveAI works with Google Analytics to help deter those bots and get you real numbers.


This software monitors your site and lets you know about anything that might be causing it to slow down. With some similar features to Google Analytics, it debatably has a much more user-friendly interface. You can try a free trial or purchase the full version.


This platform allows you to pull data from all the integrations that you might have. You’ll be able to pull in information from MailChimp, Salesforce, Google Analytics, and more. This is useful if you’re looking to have one dashboard instead of many to analyze.

Facebook Insights

A wonderfully free tool, Facebook Insights allows you to see how your posts are performing. It can help you determine if you’re driving traffic to your website, and how far your posts are reaching after being shared.

JetPak for WordPress

If you’re a WordPress user, JetPak is a great way to see your website analytics on your WordPress dashboard. The analytics are basic, featuring page views, visitor location, and popular pages. But the interface is easy to use and will get you the information.

Quill Engage

This is a great tool if you’ve already got Google Analytics set up and don’t want to worry about sorting through it every month. Sign in to your Google Analytics account on Quill Engage’s website and every week or month they’ll send you an easy to read overview of what has been happening on your website.


Bitly is well known as a link shortening site but it’s also useful for analyzing the performance of these links. You can see how many people clicked, where the clicks came from, as well as timeline data. Bitly is useful if you have a specific campaign to track.


This free software is powerful and comes with a mobile app and unlimited storage. The caveat, you have to download and host it on your own server. If you’ve already got experience coding or using tags on your website, setup shouldn’t be too hard. However, if this is new to you, it may not be worth the risk of messing up your website formatting.


Clicky is a software (free to those with under 3000 page views a day) that is very similar to Google Analytics but with a much more user-friendly interface. They also have pretty cool heat map software that provides real-time data on individual site users.

Where Do You Start?

Define your goal: What is the goal of your website tracking? Do you want people to signup for your email list, follow you on social media channels, or buy a product? Going into your web analytics with a goal in mind will help you sort through a large amount of data.

Pick tracking tools: We’ve got a great section about this above, complete with free website tracking software and paid options.

Figure out what you want to track: Unless you’ve got a very specific website tracking goal, there are probably several items that will be useful to track. Most programs will begin tracking automatically. If they don’t, or if you need to find a few to focus on, look up the following:

  • Search Traffic: What search engine (Bing, Google, Yahoo, etc) are your visitors coming from? This info is helpful for knowing where to advertise later on. It’s also helpful to know if your SEO is doing its job.
  • Referral Traffic: This vital info lets you know what website visitors are coming from. Not only will you know if your Facebook, Twitter, and email links are working, but you’ll learn about other sites that are referring back to you.
  • Direct Navigation: Are people directly typing in your web address or bookmarking it to visit later? Direct navigation will help you learn what types of people are so drawn to your site that they remember and return later on.
  • Exit Pages: We can’t stress enough how important it is to monitor your exit pages. Is there a high number of people leaving on your “Top Christmas Tree Decorations” page? Consider what’s different about this page from your other, more successful pages and adjust accordingly.
  • Bounce Rate: Do certain pages or posts have higher bounce rates than others? The higher the bounce rate, the more people are leaving your site when they hit that page. If a certain type of page has this higher bounce rate, this is a good indicator that it’s time to readjust your content strategy.
  • Top-Trafficked Pages: What pages are doing the best? These are the ones to reference when updating pages with high bounce rates or that act as exit pages. There’s a reason that they’re more successful!

Consumers Are Smart – Your Team Needs to Be Smarter

Consumers see between 4,000 to 10,000 advertisements daily. As a result, they’ve gotten savvy.

No longer do general ads along highways or dropped in a Facebook group work. You need specific data to help target, drive, and convert consumers into clients. Website tracking not only helps you do this, but it helps you to keep these clients coming back again and again.


With InsiderData360’s Visitor Identification software for your website, you can identify who’s on your website and follow up with them. If you can call them, you can close them.

Get More Leads From Your Website


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