Best Practices for Tracking Setup: DOs & DON'Ts
Setting up tracking correctly is essential to ensure reliable performance data, especially when tracking job application conversions. Below are the key DOs and DON'Ts to follow:
❌ DON'Ts
Don’t compare cookie-based and user-based analytics.
Tools like Google Analytics or Mixpanel use cookie-based tracking, which relies on browser fingerprints that can change or be deleted. This often leads to fragmented user data. In contrast, platforms like Snapchat or TikTok use user-based tracking, which ties actions to a specific user account. Avoid comparing these metrics directly—they measure different things.
Don’t install multiple Meta pixels.
Using multiple pixels can slow down your site and complicate attribution. It creates data conflicts for platforms like Meta and makes tracking less reliable. Stick to a single-pixel setup whenever possible.
Don’t go it alone if you're unsure.
Conversion tracking can be complex, with many small issues that are easy to overlook. If you're not confident, involve an expert early to prevent misconfigurations and wasted ad spend.
✅ DOs
Do understand your tracking ratios and margins.
Know what percentage of users give cookie consent, and be aware of discrepancies between platforms. These insights help you interpret your data more accurately.
Do use a tag management system (like Google Tag Manager).
Tag managers allow marketing and analytics teams to implement and adjust tracking setups without relying heavily on developers. This increases agility and ensures timely updates as your needs evolve.
Do consider server-side tracking.
As third-party cookies become less reliable, server-side tracking is a future-proof solution. This method uses first-party data collected on your website and transmits it securely via your own server to third-party platforms (e.g., Meta Conversion API or Google Tag Manager server-side). This enhances accuracy, security, and compliance.