Data tracking agency


Data tracking aims to systemize the gathering and storage of user browsing data from all visits made to your digital platforms, with the goal of analyzing them. 

Why should you monitor the data on your digital platforms?   

Data tracking refers to the collection and analysis of information related to user interactions on your website, mobile applications, or other digital channels. This data includes details such as visited pages, actions taken, session duration, conversions, and much more. 

By establishing a well-structured digital data collection method and utilizing appropriate analysis tools, you can: 

  • Gain valuable insights to better understand your audience. 
  • Make more informed decisions and identify areas for growth. 
  • Enhance user experience by identifying technical, UX, or SEO issues. 
  • Optimize your communication campaigns by discerning high-performing channels. 
  • Monitor your performance.  

This can have a significant impact on your company's growth and give you a competitive edge. 

Interested in understanding the profile of your prospects or customers? 

What benefits could you gain from implementing a tracking plan for your marketing and sales strategy? 

Data tracking, therefore, allows you to understand your audience, optimize their user experience, and improve your performance, thereby contributing to your company's growth. You will be better positioned to stay competitive in the market by: 

  • Responding to market trends 
  • Identifying new opportunities 
  • Quickly adjusting your strategy 
  • Analysing actions following exposure to advertising 
  • Monitoring what actions are taken after receiving a marketing e-mail 

Focus on Web Analytics 

Web Analytics involves the analysis of descriptive, statistical, and predictive data, also known as data mining. 

Web Analytics is valuable for understanding your audience, improving the effectiveness of your online marketing, and increasing conversions. Data analysis involves sorting large datasets to identify relationships between channels and audience behaviors. 

Improve the Quality of Your Traffic with Data!

How to Implement an Effective Tracking Plan? 

Website tracking allows you to observe visitor behavior on a website or within a mobile application. It also enables the study of overall navigation behavior to establish defined profiles, analyze responses to advertisements, and track user actions following receipt of a marketing email. 

Eminence uses technology tools inherent to tracking to collect this information, including Google Analytics 4, Google Tag Manager, Adobe Analytics, and Adobe Tag Manager. 

To implement a tracking plan, you need to configure analytics tools and set up your channels to track audience navigation. Here are the key elements we use: 

  • Tag: A code snippet that transmits data to an analytics system. 
  • Trigger: An event or interaction, such as a click, form submission, or page load. 
  • Variable: A named placeholder for an evolving value, such as a product name, price, or date. 
  • Data layer: The temporary storage of client values for availability to tags, triggers, and variables. 

What are the foundations of an effective tracking strategy? 

Implementation of Google Analytics 4 Tracking Plan for Bodyline Center 

avantage concurrentiel

Focusing on the power of Cross-referenced Data  

Thanks to the cross analysis of your audiences, our digital agency, Eminence, consolidates the data collected on different channels (website, social media, applications, etc.) as valuable sources of information to better target your users with personalized advertising campaigns. 

We centralize all data from your various channels on a single platform using a tracking plan (pixels, tags, custom events, etc.). The concept of omnichannel focuses on the overall experience, aiming to synchronize different channels and create synergy to streamline the purchasing experience, fostering a constant synergy among all touchpoints. 

Key Steps of a Strategy based on Tracking and Data Architecture

Step 1. Definition of Objectives and KPIs 

  • Identification of your objectives 
  • Determination of the most relevant KPIs 

We identify clear and precise objectives that you wish to achieve through your data tracking strategy, such as: 

  • Increasing conversions 
  • Improving your bounce rate 
  • Boosting your brand awareness 
  • Increase user engagement, etc. 

Subsequently, we determine the KPIs (Key Performance Indicators) that will allow us to measure campaign results and track progress. 

These KPIs should be relevant, measurable, aligned with your goals, and significant for your business. For example, your KPI could be the conversion rate, bounce rate, time spent on the site, or the total number of leads generated, etc. 

  • Company KPIs: Traffic KPIs, Engagement KPIs, Conversion KPIs, etc. 
  • Content KPIs: Behavior Indicators, Brand KPIs, analysis of the role of social media in your overall strategy, performance analysis on social media platforms, email marketing KPIs, profitability KPIs, etc.

Step 2. Selection of Tracking Tools 

  • Choosing the right data tools 

We select the tracking tools best suited to your needs, such as Google Analytics, Adobe Analytics, or Mixpanel, among others. This decision is based on: 

  • The necessary features offered to collect, analyze, and interpret data 
  • The complexity of your website 
  • Your tracking objectives 
  • Your available resources

Step 3. Technical Setup and Configuration 

  • Check for the presence or additional need for Tags 
  • Check the setup of the current tracking parameters 

The correct technical configuration of your website or applications is essential for successful digital tracking. We ensure that they are correctly configured and check for the following: 

  • The verification and need for additional tracking tags on all relevant pages 
  • The ability to control configuration parameters, such as conversion tracking, specific events, etc. 
  • The tracking structure for Google Analytics 4 and Google Tag Manager accounts (account/property/view). 
  • The integration of APIs or the need to import data from external sources if necessary. 

Step 4. The Identification of Channels and Data Sources 

  • The choice of tracking channels and data to collect 
  • Data collection and consolidation 

We determine the key data and sources to be collected, such as your website, mobile applications, advertising campaigns, social networks, etc. 

We consolidate the data into a centralized platform to facilitate the analysis and interpretation and to identify trends, behavioral patterns, strengths, painpoints, and optimization opportunities. When consolidating all this data, we look for key insights to: 

  • Gain a comprehensive understanding of your users' behavior 
  • Measure the effectiveness of your marketing initiatives 
  • Guide your marketing decisions and improve your performance 

Step 5. Reporting and Decision Making 

  • Monitoring results in dashboards 
  • Decision making and implementation of key learnings based on data 

We regularly track the performance of your marketing initiatives using the previously defined KPIs and present them in custom reports and dashboards. From this, we can make a clear evaluation of results, identify opportunities for improvement, and necessary adjustments. 

The aggregation of data makes it possible to refine any type of cross-channel analysis in order to understand the attribution and contribution of each lever according to the settings put in place, the investment and the type of audience within the conversion funnel. 

Reporting and decision making

You are now equipped to make informed decisions, based on concrete insights and can now: 

  • IMPLEMENT improvements to your website, advertising campaigns, communication channels, etc.   
  • IMPROVE your marketing actions, user experience, etc. 

Why not use the data you collect to strengthen your CRM? 

Our Strength: We are Experts in Data Tracking

As specialists in data collection and analysis, our digital agency based in Geneva has the ability to handle a high level of data complexity. We adopt an Up & Down approach: 

  • Start with objectives to identify the elements to be monitored.  
  • Use acquisition levers to identify performance measures. 

Our Expertise 

  • Advice on which tools to use, depending on your channels and CMS  
  • Configuration of tracking parameters  
  • Data tracking and reporting

Notre valeur ajoutée 

  • Approche complète : tracking, profiling et exploitation stratégique et opérationnelle  
  • Web Analyses SQL 
  • Partenariats Cloud  
  • Certifications Google et Adobe Analytics