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How to Properly Setup Your Website's Digital Tracking

Now more than ever, having a professional web presence is crucial for small businesses to adapt to and overcome changes in the donor space.

It is easy to have a great-looking website. If, however, you aren’t collecting data about your site visitors, all the creative effort can be for naught. An ugly website with proper analytics is more valuable than a pretty site for which no data is collected.

The reason why is because when you have clean website data, you can make informed decisions on where to focus your efforts. For example, if you have a landing page that isn’t performing, you can dig into the page behavior and pick out things to test.

If you have no data, you would be making landing page changes in the dark.

Or what happens if you suddenly get a flood of traffic? You definitely want to know where it came from!

In this article, I’ll be showing you how to professionally set up your website’s digital tracking so that you have meaningful site data.

The good news is that this is a one-time install. Even if you need to engage a web developer to make site changes, there will only be one change needed. Then, in the future you can adjust your digital tracking without bugging the web team.

We are going to set up tracking for three key platforms: Google Analytics, Google Ads and Facebook.

After following the steps in this article, you will be collecting website data with Google Analytics and feeding the Google and Facebook ad networks. This is important because you’ll be able to run ads to site visitors, also known as remarketing, in the future.

Let’s begin!