Tracking in a digital context means collecting data on how users interact with your website, ads, emails, or other online channels. It helps you understand what’s working, what’s not, and how people move through your digital experience—from the first click to conversion.

In short: tracking turns guesswork into insight.

Whether you’re running a marketing campaign or just want to know if your website is doing its job, having proper tracking in place is the foundation for smart decisions.

What can be tracked?

Almost everything. Here are common examples:

• Website activity
  • Page views
  • Button clicks
  • Scroll depth
  • Form submissions
  • Time on page
  • Exit pages
• Campaign performance
  • Ad impressions and clicks
  • Cost per click (CPC)
  • Conversion rate
  • Revenue from ads
• User behavior
  • Where people come from (Google, social, direct, etc.)
  • What devices or browsers they use
  • Returning vs. new visitors
• Sales and goals
  • E-commerce transactions
  • Lead magnet downloads
  • Newsletter signups
  • Contact form completions

All of this data paints a picture of how users engage with your brand online—and where friction might be holding them back.

Popular tracking tools

• Google Analytics 4
  The standard for website tracking. Gives you detailed reports on users, traffic sources, engagement, and conversions.
• Google Tag Manager
  Lets you manage all your tracking scripts in one place—without touching code every time.
• Meta Pixel (Facebook Pixel)
  Tracks how users interact with your site after clicking a Facebook or Instagram ad.
• Hotjar / Microsoft Clarity
  Visual tracking tools that record user sessions, heatmaps, and click patterns.
• CRM and email analytics
  Platforms like MailerLite, ActiveCampaign, or HubSpot track email opens, link clicks, and automation performance.

Why tracking matters

• Improves marketing performance
  You can double down on what works and cut what doesn’t.
• Supports business decisions
  Should you redesign your homepage? Which service page gets the most traffic? Tracking gives you real data to answer those questions.
• Measures ROI
  Especially important if you’re spending money on ads—you need to know if they’re paying off.
• Informs content strategy
  Seeing which blog posts perform best helps you create more of the right content.

Is tracking legal?

Yes—but it must follow data protection laws like the GDPR in Europe. That means:

• You need user consent for most non-essential tracking (like marketing cookies)
• You must inform visitors about what’s being tracked
• Data must be handled securely and ethically

Consent tools like Cookiebot, Borlabs Cookie, or Complianz help manage this on your site.

Bottom line

Tracking isn’t just a technical feature—it’s the feedback loop that helps you grow smarter. When done right, it reveals how people really use your website and whether your efforts are moving the needle. If you’re not tracking, you’re flying blind. And in today’s digital world, that’s a risk you can’t afford.