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Customer traceability is vital when it comes to digital marketing. Following the steps the customer takes to complete the conversion gives us a lot of information. This can be transformed into knowledge to improve the sales strategy. Without proper traceability, the company will not get to know the points of contact, so it will miss a great opportunity for improvement.


What is user tracking?

User tracking is about finding out “when and where” the contact points that lead to conversion are taking place. The goal is to achieve knowledge about the customer experience of the buyer on the page and the actions that he is carrying out.

The information obtained is essential to improve the usability of a page, an indispensable feature that seeks to adapt every website to its users. In the end, what we are looking for, is to increase the number of sales, conversions or achieve more effectively the goals settled by the page. Therefore, user behavior becomes an invaluable resource.

It is possible to discover the degree of public involvement, their needs, the impact of a running campaign, page’s effectiveness to encourage conversions or the level of union between customer and brand. Once analyzed, all this data will help to consider the customer experience facing a certain strategy or tactic used.


How to do good tracking?

To track without resorting to digital analytics platforms, several indications need to be taken into account. By following them, you will be able to keep good tracking, respecting the privacy of users. This offers all the necessary data to analyze them later.

What are these indications?

  • Identify what information you want to analyze: There is no room for random analysis. You have to identify the points of contact that interest you the most and establish ways to measure their impact on customer interactions. Therefore, the performance of the point of contact itself can be improved, which will be increasing its efficiency in relation to user interaction.
  • Continuous evaluation: Digital transformation requires a constant evaluation of different aspects. Whether the performance indicators or the previous contact points, it is ideal to maintain an assessment of them. The reason is very clear: the user’s behavior changes rapidly and these changes need to be adapted. With this, we can separate what works from what doesn’t.
  • Take competitors into consideration: Another aspect to consider is the competition and strategies they are using. The information they provide is also valuable, as it’s another point of view that can show blind spots or a new strategy to consider. In addition, it is also possible to see the errors you are falling into to avoid them and gain a competitive advantage.
  • Conscious analysis and improvement: Once all the data has been collected at the contact points or other indicators, it is advisable to analyze them to transform them into useful and applicable information to obtain an improvement. In this way, you get to the maximum of your strategies and tactics aimed at guiding the customer towards conversion or trusting the brand.


To finalize, customer traceability is essential for the continuous improvement of customer experience management. Document digitization has changed the rules of the game, but maintaining an analysis of certain elements remains the only option for improvement and growth.

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