“Should the Color be Red or Green?”“Is this content resonating with my customers?”Oftentimes, these are the types of questions we ask ourselves when optimizing websites. We rightfully focus on the “surface” of our website, including visual aspects, content, navigation, etc. However, we forget to look at the “underwater” aspect of the site - parts that may not be seen by customers but can still be detrimental to your business.The “underwater” can be numerous things, but we will specifically be touching on “Tracking Codes”.What Do You Mean by Tracking Codes?Tracking codes can be placed on your site for many things but the main reason is to track aspects of your website or advertising. Some common codes may include:
Google Analytics - See how people are getting to your website and what they are doing once on the site.Google Conversion Tracking - Track conversions and performance from Google Ads campaigns.Facebook Pixels - Track performance from Facebook.
Another type of Code that we would like to point out is “Container Tags”. These tags (such as Google Tag Manager) are placed on your entire site once, allowing the addition of multiple “tracking codes” inside each container.Reading the above information, you may say “Wait, we do want all of these codes so we can track our online presence!”. You are correct. Unfortunately, as vendors change, codes are often added but not removed. This can be particularly problematic with Container Tags, as each vendor may have their own container and we have seen instances with 7 different containers on a website at one time.Why This Can Be a ProblemTwo main reasons why too many codes is a problem:
What Can I Do?There are a few steps you can take to start managing your tracking codes:
While this is not a particularly difficult process, the first time you go through your website codes can be time-consuming. If you have any questions or would like The Moran Group to audit your website (both for visual or codes) feel free to contact us today!
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