Marketing story, Track the visitors more accurate using redirection
There are a lot of reasons that app service companies are running some kind of communication channels like Facebook pages and blogs. It is because they want to establish connections with customers and branding. However, promoting downloads are as important as branding. If the major reason is a branding, the most important indicators are visits and interactions. But, if an application downloaded through the blog is as important as them, the company has to use tracking tools like Google Analytics to measure the result of running those channels.
How many people move to Google Play through banners in the blog?
All blog contents which were uploaded on my company’s blog have at least one banner. And they link to Google Play to lead users to download the app. Every link in the banners has Google Analytics(GA) UTM tags, so if users download the app through the banners, I can track where they came from. However, there is a problem. I can only see their source on the app’s GA report. On the blog’s GA report, I can only check the number of visitors who dropped off from the blog. It means it is impossible to separate the number of people who go to Google Play from all leaving visitors on the blog’s report.
This problem applies to not only GA but also other tracking tools. I have used a tracking tool called Hotjar to check the heat map, scroll map, and visitors’ poll. Using the tool, I tried to make a funnel to figure out the blog’s outcome. But, it was not possible because of the similar problem with GA. Moreover, Hotjar’s features are more limited than GA.
The key is a redirection.
The point is that I can only track users under the blog where I can put tracking codes. Therefore, if the major reason of this problem is that they break away directly from the blog, I can solve it by expanding the blog’s boundary. It means they pass through a certain page which has tracking codes instead of dropping off directly from the blog. However, there is another problem. If users go to the page and have to click a button to go to Google play, it’s exhausting for them. So, they can move to Google play without any interaction with the page.
I used a redirection code to move visitors to Google Play automatically. Redirection means if users arrive at a page, they are moved to the other page without any other interaction, like a click. (Forwarding is similar to redirection. Of course, they are different, however, it looks same for users. Therefore, I did not mention forwarding.) And making redirection codes is easier than inserting a GA click tracking codes.
<!-- insert GA code here -->
<!-- insert Facebook pixel code here -->
<!-- insert other tracking tool code here -->
location.href='insert the redirect URL';
This is what I need to draw your attention to:
Once I’ve created a new web page, I then add the redirection and tracking codes. After that, I go to the page to double check that all the codes are working properly. However, they were not working. What was the exact problem?
The problem was code order. As I’m only got a knowledge of basic web programming, I inserted the redirection codes above the tracking codes. When a web browser loads a page, it interprets the source codes in the sequence that they appear. Therefore, in my case, the redirection codes were being activated prior to the tracking codes. It means that visitors were being redirected before the tracking code had a chance to work due to the sequencing.
Therefore, if you insert both the tracking codes and redirection codes, please ensure that the tracking codes appear above the redirection codes. I recommend tracking codes should appear between ‘head’ tags and that redirection codes should have ‘body’ tags.
Good things to know when you use redirection:
You can redirect users according to their operating system or web browser. If users use an iPhone, they will be redirected to the App store, and if users use an Android phone, they will be redirected to Google Play. My company’s app is available only on Google Play, therefore, I redirect all users to Google Play. If your company services both iPhones and Android phones, I recommend that you keep redirection in mind.
Using a redirection is not difficult for even marketers who don’t know developing. Therefore, if you want to measure marketing performance, remember and use it!