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How to analyze your traffic? How to improve your marketing campaigns? Which tools to use? What are their characteristics? What are they used for? 

Don't panic! In this article we present you 4 main marketing tools that you can integrate directly to your website, namely : Google Analytics, Google Tag Manager, Google Tag Manager E-commerce and Facebook Pixel. 

They will allow you to analyze all the data ranging from the behavior of your audience, to page loading, to the performance of your products... and even more. 

Google Analytics is a tool that allows you to analyze the audience and traffic of your website, in real time and centrally. But Google Analytics is also used to improve SEO, e-commerce or your presence on social networks. It can be linked to Google Search Console, AdSense or Ads.

After tagging the pages of the site, you will have access to dashboards that show you: the source of traffic, the conversions made, the terminals used by visitors, the optimization of natural referencing, the number of page views, the bounce rate, the average duration of visits, the sources of traffic, etc…

You will have access to the data of these categories:

1. Audience (users, geographical origin, mobile...)
2. Acquisition (channels / all traffic, social networks...)
3. Behavior (all pages, site speed...)
4. Conversion (objective...)

Here is an extract of our Google Analytics Cheat Sheet that you can find in this article. 

Google Tag Manager, also called GTM, it will facilitate the analysis of the behavior of your customers / visitors to your site. Indeed, it facilitates the addition of tags on the pages of your website, in other words, implements bits of Javascript code (from Google services or third-party applications: social networks...) on your website.

Thanks to Google Tag Manager, you will have access to a lot of data (that Google Analytics does not analyze) such as: clicked Call-To-Action, subscriptions to your newsletter, product clicks, products removed from the cart, time spent and the degree of scroll on the page, triggering a video, abandoning the cart, tracking conversions, etc…

Here is an explanatory video: Google Tag Manager Overview. 

Google Tag Manager has developed by offering a specific "E-commerce" tag, for people managing an online store or via a mobile application. This tag will allow you to collect and analyze data related to purchases and transactions made on your website (or app).

You will have access to different categories of reports such as:

• Overview (revenues, e-commerce conversion rates, transactions, average order value...)
• Product performance (recipes, purchases, quantity, average price, etc.) and commercial performance (sales by date, etc.)
• Transactions (receipts, taxes, shipping costs...)
• Purchase time (days before the transaction...)

Thanks to the Facebook Pixel, which is an analysis tool, you will be able to measure the effectiveness of the ads you make by tracking the behavior of visitors to your website.

Just like tags, Facebook Pixel is actually a piece of Javascript code to place on the pages of your site. It will then be able to track the actions of people who visit your site, which will allow you to use them to:

• track conversions (purchase, add to cart, lead and those of your Facebook ads...)
• re-target (people who have read an article on your blog, added a product to their shopping cart or visited your site without buying...)
• optimize your ads for conversion (making sure they are delivered to the right people) and take advantage of Facebook's additional advertising tools.

We hope this article will help you to see things more clearly! Feel free to contact us if you have any questions :)