The online marketing industry is going through a massive change at the moment. Tracking preventions, ad-blockers but also regulation are changing website tracking, which is why JENTIS specialised exactly in this area and developed a product to collect as much and good data as possible.
But what exactly is tracking in this regard? And what is the difference to an analytics tool? We found that this distinction leads to confusion for people, and our solution is sometimes mistaken for an analytics tool, which is why we want to clarify it here.
To support this argument with some visual representation, please refer to the data value chain below.
What is analytics?
Let’s start with analytics because it is actually the category of tools that most people are familiar with. Organizations use these tools to transform data into reports. Therefore raw data is gathered and then processed into visuals, metadata KPIs, and other representations which should enable the user to easily assess the performance of a website in our regard. Google Analytics, Matomo, Hotjar and Adobe Omniture are in fact analytics tools just to name a few examples.
Change is coming - Why tracking is becoming its own "product"
Tracking defined - a new tool in your martech stack
This is tracking how it should be done in the future
By the way, this does not mean that your current analytics tools are not working the way they should right now. It just means you need to find a way to collect the best data and then forward it to your analytics tools, so they can do their job correctly based on all captured data.
Thus, the perfect combination now and even more in the future is a data collection tool + an analytics tool.