Survey: Does Your Organization Use Cross-Domain Tracking?

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Google Analytics (GA) can easily track when a website visitor goes from one page to the next inside the same website but what happens if a visitor selects a “buy tickets” link on your website that delivers them to a third-party ticketing provider website. Can GA track the action between two different sites? Spoiler: yes, but…

Adaptistration People 060This is where cross-domain tracking enters the equation.

Cross-domain tracking allows organizations to collect data from multiple websites into a single Google Analytics account property. This allows organizations to see and analyze data from different sites in the same reporting view.

Since it isn’t uncommon for performing arts organizations to maintain mutually exclusive primary and ticketing websites, cross-domain tracking becomes a crucial element to effectively analyzing the performance of online ads, email marketing campaigns, and even web page designs.

Having said that, implementing cross-domain tracking isn’t always an easy process, and as a result, actual implementation across the field varies. As such, I want to provide a short survey to help get a better idea of just how common cross-domain tracking is and what sort of results users are experiencing. We’ll examine the results next week.

Cross-Domain Tracking Survey

About Drew McManus

"I hear that every time you show up to work with an orchestra, people get fired." Those were the first words out of an executive's mouth after her board chair introduced us. That executive is now a dear colleague and friend but the day that consulting contract began with her orchestra, she was convinced I was a hatchet-man brought in by the board to clean house.

I understand where the trepidation comes from as a great deal of my consulting and technology provider work for arts organizations involves due diligence, separating fact from fiction, interpreting spin, as well as performance review and oversight. So yes, sometimes that work results in one or two individuals "aggressively embracing career change" but far more often than not, it reinforces and clarifies exactly what works and why.

In short, it doesn't matter if you know where all the bodies are buried if you can't keep your own clients out of the ground, and I'm fortunate enough to say that for more than 15 years, I've done exactly that for groups of all budget size from Qatar to Kathmandu.

For fun, I write a daily blog about the orchestra business, provide a platform for arts insiders to speak their mind, keep track of what people in this business get paid, help write a satirical cartoon about orchestra life, hack the arts, and love a good coffee drink.

View all posts by Drew McManus | Website

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