With the growth of online commerce, technologies are evolving, with more and more tools and software services. How do you choose which ones to use? Here we will list the secondary trackings that are vital to get the maximum of your traffic besides Facebook and Google. 

When we talk about additional tracking, we are often talking about software services. Those services usually fall under a few major categories. 

Email server provider

The direct connection with the clients is invaluable in order to capitalize on their trust. Email campaigns are an internal company asset and, unlike ads on social networks or search engines, are cheaper.

API Integration

API means Application Programming Interface that contains numbers and letters and enables software businesses to transfer information. It is generally used to connect third-party software to your website. 

Benefits of email automation:
● Send double opt-in like “Welcome message” when a new subscriber joins your newsletter
● Send delivery information when a customer makes a purchase
● Send survey after a week of a complete delivery
● Check the engagement of these emails – Open rate, Click Through Rate and Conversion Rate.

How can you be sure that the integration is working properly?

Fill in the contact form you want to test. Then look at the list of new contacts in MailChimp, Klaviyo or any other service you use. An indicator of successful integration is if you have received the contact’s data. You can check this back in your email service provider account under the list of new contacts.

Heatmap – Heatmap

Using a heatmap tool like Hotjar allows you to follow users’ behaviour on your website. This happens with video recordings of sessions. Whenever a user is on your website Hotjar records the time spent and shows you exactly what actions have been taken on each landing page.

What are the benefits of heatmap?

1) Automatically generates three types of heatmap:

  • Scroll charts: show what percentage of the entire page is viewed by visitors and the average scrolling position they reach most often.
  • Click maps: show where visitors click or tap the page
  • Traffic Maps: tracks users’ movements and shows how they move their mouse while browsing the website.

2) See heatmap for different devices and traffic – desktop, phone and tablet.

3) Share a link for each heatmap with your team or customers.

4) Download and extract heatmap data as a .csv image file for future analysis.

In 2017, Google stopped maintaining its heatmap tool, but the good news is that Hotjar offers 3 free ones. You can save the data from each heatmap after reaching its limit by downloading it. This allows you to test different landing pages by replacing the old heatmaps with new ones. 

How do we know if we have installed heatmap tracks correctly?

If you use WordPress you can install javascript in the header section of your website by following the instructions.

  • Download the official Hotjar extension for WordPress
  • Enter your integration ID number
  • Confirm and verify your account.

It can take up to 24 hours before the Heatmap reflects data and records sessions from visitors.If you use other CMS platforms such as Shopify, Wix, etc. you can find more information here. It is also an option to contact the customer service department with Hotjar.


There are two types of internet links that are useful to keep track of.

The first group are the so-called referral links. Do you remember when Revolut made its breakthrough in the market, how they gave 10 Euros to each new member and his referral? That was done by using referral links while running a campaign “invite a friend”. 

Yes, this is a traceable link. You can easily build your own with a variety of tools, some of which are:

  • bit.ly
  • google shorten URL
  • tiny URL
  • HubSpot – paid version only

The second group are affiliate links that provide a discount code for products. In this way, partner products and services can be recommended. This gives you the opportunity to expand your product base, as well as receive a commission percentage from sales. All parties win because the partner minimizes marketing costs, and customers in turn receive a discount on their first order.

Why is affiliate marketing trendy?

Recently, the affiliate model has been combined with influencer marketing as Instagram is the dominant platform for this type of campaigns. It also applies to places like newsletters, TikTok, YouTube and podcasts. The key component in this model is social selling. Brands thrive on trust, but building a reputation is hard. On the other hand, influencers are trusted by their audience which leads to various collaborations with brands that want to leverage that.

An example of such a campaign could be if 20-30% of the value of the product is divided between the customer and another part goes to the source of the sale. Let’s say you promote products with an affiliate link on your online store. The influencer receives 20% of the product’s value as commission and the customer gets a 5% discount on his first order. It may seem that the company that gives the discount reduces its profits, but it wins a new customer. Another question is whether it will keep him as a long-term and loyal customer to recoup its acquisition costs.

For example, Amazon Official Partner is a program through which you can recommend products by receiving between 1 and 10 % commission if the visitor makes a sale. Of course, there are additional conditions that you can learn more about here. Amazon obliges all official partners to state that they receive remuneration for sales.

How to test if the tracking links are working? 

First, set a clear goal: what do you want to measure with a link. The next step is to create the link. After that send it to a colleague/friend who can click on it. Depending on what platform you are using to create the link you can check the dashboard to see what data it reflects.