Tracking codes make it possible to analyze your campaign performance, monitor user’s engagement with apps and web pages, and more. However, setting this functionality up can be a challenge. Indeed, many teams find their classification systems are not suitable for the metadata that makes this possible. In this post, we will explain how to make informed decisions to maximize the benefits of tracking codes.

What is a tracking code?

A tracking code simply refers to small snippets of code that are typically implemented in JavaScript. They are found in source code for apps and websites and are amazing for people like webmasters, marketers, and advertisers. Ultimately, tracking codes allow anyone who is interested to track user activity on their own apps and websites. However, when they are used, privacy policies need to be updated as they capture personal information about your customers.

Tracking codes are usually added to the source code of the head-area of a web page for analysis. They send useful information across networks such as IP address, number of clicked URLs, and how long a site visit lasted. Other things they can track include:

• Tracking events & campaigns
• Measuring engagement with written content
• Monitoring visitor page attention
• E-commerce analysis
• Advertisement clicks

Are there different types of tracking code?

There are 2 main ways to implement tracking codes. Here, we outline how each of these tracking codes is used and the benefits and pitfalls of each method.

1. Long Tracking Codes

These codes are used to collect data on how users engage with your webpage and are typically appended to a URL. Long tracking codes are also used to generate different reports based on set parameters. They work with Google Analytics and Adobe to produce reports that demonstrate campaign performance. You can also view other performance metrics depending on the metadata in and about your campaign.

Some of the benefits of using long tracking codes include:

• Improved data quality

Long tracking codes are easily readable to the human eye. This makes it easy to filter by different tracking codes and easier to work with.

• Improved segmentation

Audience types and product names can be used in long tracking codes. This can make segmentation and personalization much easier.

• Avoids FTP or API

It works well with things like Rule Builder and means you don’t have to think about FTP or API.

Some of the pitfalls of using long tracking codes include:

• URL errors

Long tracking codes are more susceptible to URL errors. This is because long URLs are sometimes cut off by analytics tools, including Google and Adobe. If there are multiple tracking codes applied to a single URL, this can soon become an issue. Indeed, if the code is cut off, the tracking data will not have been captured.

• Readable to users & competitors

Whilst some people find the readability of long tracking codes a benefit, for others it is a potential commercial risk. Given their appearance in the URL and their readability anyone can understand them. Ideally, you don’t want your audience segment to know how they are being targeted. Competitors may also be able to use your data to understand your marketing strategy.

2. Obfuscated Tracking Codes

Obfuscated codes help to keep your tracking data hidden from view and/or unreadable to the naked eye. This can be done in both adobe analytics and using Google’s campaign URL builder (using custom dimensions). This approach also allows you to collect more data for reports than Google typically allows, whilst preventing anyone from being able to interpret your tracking codes.

Some of the other benefits of using obfuscated tracking codes include:

• Shorter URLs
• Being less error-prone
• Keeping commercial and marketing information private

Some of the pitfalls of using obfuscated tracking codes include:

• Personalized ad content is not as simple to set up (although it is still possible)
• Codes are harder to read which can make data governance more challenging

As you can see, tracking codes have numerous benefits. However, it is important to give careful consideration to how you implement them. The type of tracking code you choose needs to suit your needs as well as your team’s needs and abilities. Whilst readability is a major benefit of long tracking codes, this also leaves them open for exploration by potential competitors, meaning obfuscated codes are often preferable where possible.