Complete Website Tracking Stack

If you have tried searching for tools to help you analyze your website traffic, you will quickly realize there are millions of different options to choose from. Ranging from the low cost to extremely expensive.

This becomes even more complicated when you start looking at which platforms integrate with one another.

To solve this problem, we have pulled together the Straight Talk website tracking stack. This stack will cover business’ until they achieve 8,000 – 10,000 monthly visitors.

The Website Tracking Stack:

Google Analytics – Free

Google Analytics is the original and still one of the best analytics platforms for monitoring your website behaviour.

Heap Analytics – Free Account

Heap Analytics is an analytics tool for more mature companies. Usually with 30,000+ monthly sessions. However, if your time between “first to your website” and “lead generated” is less than 3 months the free version is perfect for analyzing your website traffic on a user level.

Heap Analytics is more intuitive than Google Analytics and provides deeper insight. You can answer specific questions like:

Does reading a blog post make people more likely to register for a free trial?

Then receive answers like:

74.3% of people read a blog post before registering for a free trial
25.7% of people registered for a free trial did not read a blog post

UTM Parameters Spreadsheet – Free

UMT parameters are added to the end of links back to your website and help you to distinguish between different traffic sources.

Using UTM parameters allows you to distinguish between traffic source, medium and campaign.

For example:

UTM_Source:Email
UTM_Medium:Onboarding Sequence
UTM_Campaign:Email 1 – Welcome

HotJar (Personal Plus) – $33 per month

Hotjar is a heat mapping and recording software that creates visual representations of how your website visitors are interacting with your site.

Some of the key features are:

Heatmaps
Scroll tracking
Click tracking
Session record

Setup Hotjar heat mapping and screen recording on your key website pages as well as your content funnel.

Google Optimize – Free

Google Optimize is a free tool provided by Google that allows you to run split and multivariate tests on your website.
Is Heap analytics showing lots of people clicking on a button on your main menu? Google Optimize will let you try different versions of that button to see if you can improve the CTR.

Google Tag Manager – Free

Google Tag Manager (GTM) is a tool provided by Google that allows you to deploy tags (code snippets) onto your website without having to modify the code.

We use GTM to to install Google analytics, marketing pixels and Google Optimize amongst other things.

GTM will not help you in your website analysis but it will help with the correct setup.

By Dan Wheatley, Co-Founder

CEO/Co-Founder of Straight Talk Consulting, a business consultancy that gets our hands dirty. We work with organisations to achieve product market fit before transitioning into scalable and repeatable growth