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The truth about tracking

At Shopstory, we believe in transparency and so we want to make sure you understand everything about tracking.

Don’t worry, we don’t want you to learn all the technical stuff - we do that work for you! But we do want to make sure you really understand:

  1. why tracking is so important,

  2. how different tracking approaches affect the metrics you see,

  3. and how we set up tracking in Shopstory.

Tracking is critically important

Making informed decisions requires having good metrics good metrics requires having good data and good data in eCommerce requires having good tracking!

To collect data on your customers, you need to ensure that you have tracking set up. Doing so will ensure that you can make the connection between data points like clicks on ads, impressions in your online shop and purchases made.

Metrics are relative to the tracking approach

We’re going to tell you a little industry secret that agencies and some other software services don’t want you to know:

The tracking approach used significantly influences the values of your SEA metrics. And here’s the truth - a small tweak in your tracking and all of a sudden you can have more ad conversions, an increase in ROAS and the perception that your ads are performing better.

All of this can happen while, in reality, nothing actually changes except the counting method being used.

We want to make sure that everything is 100% transparent and that’s why we want you to know exactly how we do tracking through Shopstory.