Tracking often gets overlooked, but it’s one of the simplest ways to improve your marketing.
How it usually goes
Many brands know they should be tracking performance, but with everything else going on, it’s not always easy to prioritise. The usual setup is a few Google tools at launch, and then not much else. And we get it. With so much on your plate, digging into site data isn’t exactly at the top of the list.
But here’s the thing: if you’re spending time or money on marketing, you should — and need to — monitor real ROI and adjust your activity when it’s not delivering. And that’s where better tracking comes in.
Why tracking matters
We help businesses make sense of their digital presence, and one of the simplest ways to do that is by setting up proper tracking. This way, you can see what’s working, where users are falling off, and what’s actually driving enquiries.
Tracking digs much deeper than simply looking at page views. With event tracking in place, you can start to answer questions like: Are people finding the information they need? Are they clicking to find out more? Are they using your contact forms or just dropping off?
How we connect the dots between search performance and real-world ROI.
Deep tracking ROI
We work with a wide range of external platforms such as booking systems, CRMs and email tools, to name just a few. Many of them sit outside your website, but they still hold key data. We can track across these systems, so you’re not working in the dark.
And when everything’s joined up, we see where the dots are connecting; from marketing activity all the way through to a conversion and actual revenue.
Using Looker Studio to make it useful
Once tracking is in place, we can pull it all into a custom Looker Studio dashboard. It’s a free tool from Google that turns raw data into something actually useful, so we can see clear, real-time reports that show what matters to your business.
Now, there’s no need to dig through spreadsheets. There’s just one place to see how things are going in real-time.
Your FOMO Report
We also offer a deeper look into your organic performance with our FOMO (Findability, Opportunity, Market Overview) report. It focuses on how you’re being found by people who aren’t already connected to your brand and creates a useful snapshot of what’s working and where there’s room to grow.
Your FOMO report includes the following information:
- What search terms you’re currently appearing for
- What you’re not ranking for but should be
- Suggestions for how to improve visibility
- What your competitors are ranking for
- Your domain authority
- How much organic traffic you’re actually getting.
What we track and why it matters
Most websites already have the basics: Google Analytics, Search Console, maybe even Tag Manager. But they only tell part of the story. To really understand your audience and how they find you, you should look at things like:
- Contact clicks
- Form submissions
- Clicks to external platforms (like booking systems or CRMs)
- Scroll depth
- Location or ‘Find Us’ or ‘Location’ pages
- Referral traffic from social media, third-party listings or PR
- Which search queries people are using to find you via Google Search Console
- AI search.
Tracking is about understanding what’s working. For example, if enquiries are a key goal, what’s your actual conversion rate from homepage to form submission? Do most users drop off before even seeing your contact page? Are people starting a booking or form journey but never completing it?
This type of funnel tracking reveals exactly where users drop off. Maybe the form’s too long. Maybe the CTA is buried halfway down the page. Or maybe your most visited page has no direct route to a conversion action at all. By connecting the dots, we can help you turn passive traffic into measurable outcomes.
AI might still be finding its feet, but there are already simple steps you can take to make sure your site is ready for what’s coming.
AI traffic is here
You might have noticed a rise in ‘Referral’ traffic in your analytics that doesn’t quite fit the usual mould. That’s AI tools at work. When users find your site through ChatGPT or similar tools, Google Analytics groups this under ‘Referral’ by default. We’re now updating all tracking setups to tag this as ‘AI Traffic’, so you get a clearer view of what’s coming in from these sources. While current numbers are still small (under 1% for most clients), what’s interesting is the conversion rate: it’s significantly better than standard search, most likely because AI queries tend to be more detailed and specific.
For now, 80% of this traffic comes from desktops. That’s likely to shift, but it’s something worth noting in your short-term decisions. Tracking this properly helps you understand how users are finding you, and it’ll only become more important over time. We’re rolling this out for all new sites as part of our tracking setup.
LLMs.txt
It’s still early days, but we’re beginning to roll out llms.txt: a new file that tells large language models (like ChatGPT) what content on your site is worth looking at. It’s the AI-era equivalent of robots.txt, guiding AI towards useful, high-quality pages. Right now, there’s no clear evidence on how much it helps, but we think it makes sense to start preparing. So, we’re keeping a close eye on developments, refining our process in the background and making sure we’re ready to roll out the right solution when the time comes.
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