{"id":71394,"date":"2023-06-28T18:01:41","date_gmt":"2023-06-28T18:01:41","guid":{"rendered":"https:\/\/mailrelay.com\/glossary\/tracking\/"},"modified":"2026-10-02T15:24:19","modified_gmt":"2026-10-02T15:24:19","slug":"tracking","status":"publish","type":"glossary","link":"https:\/\/mailrelay.com\/en\/glossary\/tracking\/","title":{"rendered":"Tracking"},"content":{"rendered":"

The word tracking<\/em>, which simply means following or monitoring, is a concept widely used in digital marketing to measure user behavior in advertising campaigns<\/a>, on website visits and in email marketing<\/a>.<\/p>\n

1. What is tracking for?<\/h2>\n

Thanks to tracking, you can follow the interactions a user has made until the conversion takes place, if there is one. That is, the steps or stages they have gone through. All of this helps us understand how users behave and opens up the possibility of improving future campaigns.<\/p>\n

Tracking is vital for online stores and when bulk emails are being sent, since it provides very interesting data on user behavior on the ecommerce site itself and when users receive an email marketing campaign.<\/p>\n

At the same time, it allows us to identify opportunities for improvement, facilitates decision making based on objective parameters, and leads us to design more efficient strategies (ROI improvement). And it is vital in any A\/B test to compare results between two variants of the same element.<\/p>\n

2. Example of tracking<\/h2>\n

Let’s suppose that we are going to send a mailing campaign for the customers of an online hypermarket, for this we design a newsletter where we include three different sections: electronics, home and automobile. And we give it an eye-catching subject line<\/a>.<\/p>\n

In each section we include two low-priced offers and send the email campaign to 10,000 customers.<\/p>\n

After 24 hours we check the campaign statistics and see that they give us very interesting data: we see that a total of 6,000 people have opened the newsletter<\/a>, so the subject line was a good one.<\/p>\n

Likewise, the links placed on the electronics products were clicked by 3,000 subscribers, the home ones by 500 and the automotive ones by 1,000 subscribers. With this data we are in a position to know that our audience is mostly interested in electronic devices and very little in household products.<\/p>\n

But not only that: we can create a group with the 3,000 subscribers who have shown interest in electronic devices, and when we run a new campaign with electronics products only, send it just to that segment, so the conversion we get, thanks to that segmentation, will be very high.<\/p>\n

Likewise, on their website, they can track those who, arriving from the links placed in the promotional email, have made a purchase, and extract very interesting data such as the average order value and the conversion rate<\/a> obtained for each of the KPIs they have defined.<\/p>\n\n

Related entries<\/h2>\n\n