Tracking & Measurement

Tracking & Measurement

In the digital age, accurately measuring and analyzing user behavior is essential for effective marketing strategies. At Follo, we understand the importance of advanced tracking and measurement techniques, including tag management and server-side tracking, to obtain reliable and actionable data.
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What is tag management?

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Tag management is the process of managing and deploying small pieces of code, known as tags, on a website to collect information about visitor behavior. These tags are crucial for collecting data for web analytics, conversion tracking, and remarketing. An effective tag management system allows marketers to implement, update, and manage tags without developer intervention, leading to more flexibility and efficiency in marketing campaigns.

Tracking and measurement

FolloEngine

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At Follo, we use our own intelligence stack, FolloEngine, which offers an integrated approach to tracking and measurement. FolloEngine enables us to collect, process, and analyze data from various sources, providing a complete picture of marketing campaign performance. By utilizing advanced tag management techniques within FolloEngine, we can:

  • Collect real-time data: Immediate insights into user behavior and campaign performance.
  • Accurately segment data: Conduct targeted analyses on specific audiences.
  • Apply automation: Streamline processes and minimize human errors.
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The new standard in data collection

Server-side tracking

Traditionally, tags are executed client-side, meaning they run in the user's browser. However, with the rise of privacy-conscious browsers and ad blockers, this method is becoming less reliable. Server-side tracking offers a solution by moving the execution of tags to the server. This means data is first sent to your own server before being forwarded to external platforms, resulting in:

  • Improved data quality: Less data loss due to ad blockers and browser restrictions.
  • Increased security: More control over which data is shared with third parties.
  • Better website performance: Less browser load leads to faster load times.
     

Measure more data

Why server-side tracking also strengthens your campaigns

In addition to better data quality and privacy benefits, server-side tracking also has a direct impact on the effectiveness of your campaigns. By sending more and more reliable conversion data back to ad platforms like Google Ads and Meta (via Conversion APIs, among others), their algorithms are better fed. This allows campaigns to optimize faster and more accurately on ROAS, CPA, or lead quality. Especially in a cookieless future, this is essential to keep targeting, personalization, and budget allocation effective. By determining which data is shared yourself, you are also assured of control and compliance with privacy legislation—without compromising performance.

Why Tracking & Measurement?

Data-driven decisions are the key to effective marketing. By accurately measuring which channels and campaigns deliver the best results, you can optimize your marketing budget. With web analytics tools, you also gain valuable insights into the customer journey of your visitors, so you always know exactly where improvements can be made.

Measuring = knowing, and that leads to better results

Benefits of advanced tag management

Flexibility

Quickly respond to changes without relying on IT departments.

Consistency

Uniform data collection across different platforms and campaigns.

Efficiency

Reduction of redundant tags and optimization of load times.

Scalability

Our expertise in tag management allows us to tackle complex tracking challenges.

Thorough analysis, reliable tracking, and continuous optimization

Why choose Follo?

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At Follo, we combine in-depth knowledge of data analysis with practical experience in various sectors. Our approach is focused on delivering measurable results through:

  • Innovation: Continuously seeking and implementing the latest technologies in tracking and measurement.
  • Collaboration: Close cooperation with your team to provide solutions that truly meet your needs.
  • Transparency: Clear communication about processes, results, and optimization opportunities.

By choosing Follo, you ensure yourself a partner who not only has the technical expertise but also understands how to apply it to achieve your marketing objectives.

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