Tracking User Behavior and Analytics in Kentico

In today’s digital environment, it is essential to know how users engage with your website to improve engagement, conversion rates, and the user experience. With its robust digital experience platform (DXP), Kentico offers a full suite of tools to track users behaviors and analyze data to help marketers and developers optimize decisions with data.

In this article, we will discuss how Kentico facilitates robust user behavior tracking, what analytics tools it contains, and how those can be used improve business performance.

1. Why User Behavior Tracking is Important

User behavior tracking gives you great insights into who is coming to your site, how visitors navigate the site when they come, the most frequently visited pages, and where users drop off. By gathering and analyzing this data, you will be able to:

• Recognize high performing content and conversion funnels
• Improve user experience by eliminating navigation hurdles
• Customize marketing campaigns based on user behavior
• Measure ROI and improve marketing productivity

Kentico’s built-in analytics system help make this happen, without relying on third-party tools.

2. Integrated Analytics in Kentico

Kentico includes a comprehensive web analytics feature that automatically collects and processes core metrics. Metrics which include:

• Page views and visits – This will show how often users visited and which pages are popular.
• Campaign performance – Track marketing campaigns all in Kentico.
• Goal conversions – Monitor if users took actions you want them to take, such as a form submission or complete a purchase.
• Referring URLs and traffic sources – Get a sense of where your traffic is actually coming from.

The integrated analytics allows marketers to visualize their users’ behaviors directly in Kentico and there is no need to log into a separate platform.

3. Getting Started with Web Analytics in Kentico

Analytics are easy and customizable to use in Kentico. You can set up tracking at both the site-level, or page-level depending on how granular you want tracking to be.

Developers and marketers can:

• Track pages views with or without tracking a whole section of the site.
• Set conversion goals (e.g., sign up for a newsletter or authorization to purchase).
• Implement A/B testing to track differences in content where analysis can help identify what resonated best with the target user.

Having these features available can provide teams with power to enhance the digital experience continuously.

4. Understanding Tracking Contacts and Personas

• Kentico provides Contact Management and Personas, which take standard analytics to the next level with tracking user behavior.
• Contact Management captures every visitor’s journey, tracking behaviors such as page visits, downloads, or form fills.
• Personas lets marketers classify users into profiles (such as “Frequent Buyers” or “New Visitors”) based on their behaviors and attributes.

This allows for targeted, personalized marketing — putting the right content in front of the right audience, at the right time.

5. Integrating Kentico with Outside Analytics Tools

Kentico’s analytics is a strong stand alone option, but it can be integrated with outside tools for additional depth:.

• Google Analytics 4 (GA4) – Track complex events, user journeys and conversion funnels.
• Google Tag Manager (GTM) – Efficiently manage tracking scripts and marketing tags.
• Power BI or Tableau – For advanced reporting and data visualization.

These integrations allow organizations to house their performance metrics in one place, and develop custom dashboard reporting that combines metrics from a variety of sources.

6. Using Activity Tracking to Power Personalization

Kentico Experience takes analytics one step further through utilizing activity tracking to power personalization. For example:

• Showing targeted content based on browsing history.
• Sending automated, follow-up emails after a user completes a specific action.
• Recommending products or articles based on previous engagement.

7. Effective Techniques for Tracking and Analytics in Kentico

To maximize Kentico’s tracking functionality, please utilize the following effective techniques:

• Clearly articulate measurable goals and conversion points.
• Be consistent with campaign and event naming conventions.
• Regularly check the analytic data for trends and (or) changes in strategy.
• Honor user privacy and GDPR requirements by attaining consent.

Consider Kentico insights in conjunction with other marketing technology solutions to provide an overall view.

Conclusion

Tracking user behavior and analytics is an important process to allow for optimization of your website performance and to provide experiences that are personalized and driven by data. Kentico blends your analytics with contact tracking and seamlessly integrates with other external data sources to provide the tools you need to understand your users better, and to take the correct action.

Utilizing Kentico’s effective tracking technology allows marketers and developers to improve their decisions, increase engagement, and potentially grow the business.
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