//Analytical follow-up between domains: why you may not need it
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Analytical follow-up between domains: why you may not need it

 

 

In the last two months, I have seen a sharp increase in the number of requests for information. installation of cross-domain tracking for different clients and websites. The process of implementing cross-domain tracing can be tricky and, if not done correctly, may fail or cause inaccurate information to be collected in the customer's analytics. For those looking to implement it themselves, there are many blog posts and columns on the proper way to configure cross-domain tracking and even how to debug it (if it does not work properly) on the Web. It is not necessary to write another. However, these publications do not include why a company should implement cross-domain tracking or not. What are the benefits of inter-domain monitoring and are there associated risks? If you've heard of cross-domain tracking or are just curious about whether your organization can benefit from it, read on.

What is cross-domain tracking?

According to Google Analytics, "Multi-domain tracking allows Analytics to view sessions on two associated sites (for example, an ecommerce site and a separate shopping cart site) in one location. single session. "In simple terms, the inter-domain allows you, analytics analyst, business owner, etc.) to view a session of visitors to a website when they navigate from one domain to another in the part of the journey of a single customer, from acquisition point to conversion.

When and how not to implement the interdomain tracking

The implementation of a cross-domain tracking solution is not the solution for misconfigured web sites.We have received requests to fix this problem. "If you go to our site with domain.com, everything is fine, but you get there also with www.domain.com and all is well, but when you browse the site, it sometimes happens that a user gets the www and that it does not. We want cross-domain tracking to correct this problem in our analysis reports. "Our answer is yes, inter-domain monitoring can Contribute, but it is better for your administrator to repair it with a single line in the .htacess file to view the www file. or do not show it every time.

Another favorite query is: "We have a few domainA.com, domainB.com and domainC.com sites and we want to know how many people are navigating between them." a perfect reason to implement cross-domain tracking, but when you dig deeper with the customer and ask him, "Do you have links between your sites?" or "Are the sites linked in a specific way?" and you get the answer "No!", so what they ask for is not cross-domain tracking, but rather a "session assembly" that is much more complex to implement.

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What is really important for cross-domain tracking, which is to connect the flow of data between related sites. For example, you may have all your marketing destination pages on a subdomain of www1.domain.com and a click on the call to action will take the user to another domain (perhaps to complete a form) (for example, ecommerce.domain.com) and once they have completed this task, they are then returned to your public site of www.domain.com with opportunities to additional conversion. In this customer journey, a visitor was meeting three domains, and as a business owner, you need to know which ads were converting, and if you ran A / B tests on landing pages and landing pages. generate conversions. This is the ideal scenario for implementing cross-domain tracking.

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Maybe you have operated several domains to support a common target audience (each specializing in different services) that are related to each other and whose services are promoted. Again, this is a perfect reason to implement interdomain tracking as part of a summary analytic report.

End-User Cross-Domain Tracking

If your organization operates multiple unrelated websites, you can create custom reports and use the attribution model and reports. multichannel to see if a user has visited the associated websites (including sites) before converting to the last one. This last option can be extremely difficult to implement, expensive and have holes that could limit the reliability of the data. However, for some people, a bit of data is better than no data at all.

Finally, talk to your analytics provider and make sure that the need for multi-domain tracking is really in line with your company's measurement plan. Then and only then will it be worth the investment of time and money to implement it.

The opinions expressed in this article are those of the invited author and not necessarily those of Marketing Land. Associated authors are listed here .

About the Author

analytical follow up between domains why you may not need it - Analytical follow-up between domains: why you may not need it

Alan K & Necht, Independent Consultant in SEO & Social and Social Data Analysis, Public Speaker , award-winning author and business trainer (SEO marketing media and digital analysis).