In the ever-evolving world of e-commerce, Shopify has emerged as a leading platform for businesses to set up their online stores. As a Shopify Partner, you’re well aware of the importance of tracking conversions to measure the success of your apps. Whether your app is integrated into the Shopify ecosystem or not, effective conversion tracking is essential. In this article, we’ll explore two primary options for tracking conversions and delve into the intricacies of each method.
Table of Contents
- Introduction
- Understanding the Significance of Conversion Tracking
- Option 1: Google Tag Manager
- Setting Up Tracking for Apps Outside Shopify
- The Simplicity and Efficiency of Google Tag Manager
- Option 2: Utilizing Segment
- A Solution for Embedded Apps
- Benefits and Flexibility of Segment
- Working with a Dev Team
- Collaborating for Effective Tracking
- Full-Funnel Tracking with Segment
- Streamlining Marketing Efforts
- Ensuring Alignment
- The Importance of Communication Between Marketing and Dev Teams
- Segment vs. Google Tag Manager
- Weighing the Pros and Cons
- Conclusion
- Making Informed Choices for Conversion Tracking
- FAQs
- Frequently Asked Questions for Clarity
Introduction
Conversion tracking is the compass that guides your Shopify app’s success. It allows you to understand user behavior, measure the effectiveness of your strategies, and make data-driven decisions. In this article, we’ll explore two key options to ensure your Shopify app is equipped with robust conversion tracking.
Option 1: Google Tag Manager
Setting Up Tracking for Apps Outside Shopify
If your app isn’t yet embedded in the Shopify ecosystem, Google Tag Manager (GTM) offers a straightforward solution. GTM allows you to implement tracking without complex integrations.
The Simplicity and Efficiency of Google Tag Manager
GTM simplifies the tracking process, making it accessible even for those with minimal technical expertise. With just a few clicks, you can set up tracking for crucial events, providing you with invaluable insights into user interactions. Here is a video on how to get this set up:
Option 2: Utilizing Segment
A Solution for Embedded Apps
For apps deeply embedded within Shopify (you might want to do this sooner than later to avoid being penalized by Shopify), tracking URL changes through GTM may not suffice. This is where tools like Segment come into play. Segment offers a more comprehensive solution for full-funnel tracking on embedded Shopify apps.
Benefits and Flexibility of Segment
Segment not only tracks events effectively but also offers versatility. Once configured, it can serve as a data source for various destinations like HubSpot, Intercom, and more. This flexibility can significantly reduce the workload on your development team in the long run but will be a heavier lift to get off the ground than a simple GTM tag (depending on how your app was coded in the first place).
Working with a Dev Team
Collaborating for Effective Tracking
Regardless of the option you choose, cooperation with your development team is crucial. They can help implement tracking seamlessly and ensure that data is collected accurately. I suggest you come up with a plan and a list of all the events you need to track in-app that are important to you and your marketing team.
Full-Funnel Tracking with Segment
Streamlining Marketing Efforts
Segment’s capabilities extend beyond basic tracking (install/unistall). It enables you to set up full-funnel tracking, providing your marketing team with a comprehensive view of user journeys that allow you to create personalized and sophisticated marketing campaigns for your Shopify app. This can significantly enhance your marketing strategies in the following ways:
- You’ll know who are your most valuable customers and where they came from (Google Ads, a partner post, YouTube, or whatever else your brilliant marketing team has put into place)
- You’ll be able to identify user activity, which will allow you to push nonactive users to be active (guide users behavior)
- You’ll be able to focus on generating more value from the customers that are coming through your funnel (not just focus on getting more installs that eventually just churn out because you did not invest any time into nurturing those new installs)
- You’ll have better metrics and data that will help your marketing team and business dev team make better decisions
and the list goes on and on and on…
Ensuring Alignment
The Importance of Communication Between Marketing and Dev Teams
To avoid project delays and misalignment, clear communication between your marketing and development teams is vital. Define the events that need tracking and the traits to be captured from the outset. I suggest going through your full customer journey a few times, recording it and identifying all the key actions your users can take in your all. Go a step deeper and figure out which actions equal the most value for your business and try to be specific in how you phase the event properties you need. For example, you want to track when someone clicks a button in your app that adds value to your customer, how many times did they click that button during their time using your app? How long after install did they click it? What else did they do before they clicked it? and where did they go after? This info will help you gather important info about your users.
Segment vs. Google Tag Manager
Weighing the Pros and Cons
Both Segment and GTM have their advantages and disadvantages. Consider your app’s specific needs and your team’s capabilities before making a choice. Just keep in mind to get that “Built for Shopify” banner you will need to go with a tool like Segment.
Conclusion
Effective conversion tracking is pivotal for the success of your Shopify apps marketing efforts. Whether you opt for the simplicity of Google Tag Manager or the versatility of Segment, making informed decisions regarding conversion tracking will set your app on the path to success.
FAQs
Q1: Why is conversion tracking essential for Shopify apps?
Conversion tracking helps you understand user behavior, measure the effectiveness of your strategies, and make data-driven decisions to improve your app’s performance.
Q2: Is Google Tag Manager suitable for all Shopify apps?
Google Tag Manager is an excellent choice for apps outside the Shopify ecosystem. It offers simplicity and efficiency in setting up tracking.
Q3: When should I consider using Segment for tracking?
Segment is ideal for embedded Shopify apps that require comprehensive tracking and the flexibility to send data to multiple destinations.
Q4: What should I discuss with my development team when implementing tracking?
Ensure clear communication about the events to track and the traits to capture to avoid project delays and misalignment.
Q5: How can effective conversion tracking benefit my marketing efforts?
Conversion tracking, especially with Segment, allows you to set up full-funnel tracking, providing your marketing team with invaluable insights for strategy optimization.
