Important links:

- How to manage UTM links in Web3 marketing?

- How to integrate website in Cookie3?

- How to build your own referral system in Cookie3?

- Cookie3 App

How to integrate Cookie3 with Google Analytics?

Cookie3 is sometimes described as Google Analytics for Web3 projects. Same as GA, we also enable tracking data on your website and app to understand user behavior, measure attribution, track KPIs and at the end of the day boost your marketing efforts. 

But what Cookie3 brings is the on-chain data, the obvious, but still missing piece for Web3 marketers.

Table of content:

1. What are the fundamentals of website tracking in Web3?

2. How to integrate Cookie3 with Google Analytics?

3. Benefits of using Cookie3

4. Conclusion

What are the fundamentals of website tracking in Web3? 

Website tracking is essential for understanding your audience and measuring the success of your marketing efforts, especially in the Web3 space. 

Let's start with UTMs (Urchin Tracking Modules). These are simply tags you add to the end of your URLs. For example, if you're promoting a new NFT collection or a DeFi protocol on Twitter, you can add a UTM tag to the URL in your tweet. This way, when someone clicks on that link, you'll know they came from Twitter, specifically from your NFT or DeFi campaign.

(We created a separate guide on using UTM links in Web3 marketing)

Now, how does this translate into actionable insights for you as a Web3 marketer? Say you're using UTMs to track a campaign for a new token launch. By analyzing which UTM links are bringing in the most traffic, you'll learn which platforms (like crypto forums, Twitter, or LinkedIn) and which types of content (like educational articles, influencer shoutouts, or tutorial videos) are most effective in attracting potential investors or users.

Moreover, tracking conversions is crucial. You can track which marketing channels or content types lead to the most wallet connections and on-chain transactions. This insight is invaluable for allocating your marketing budget and efforts more effectively, ensuring you focus on strategies that resonate with your target web3 audience.

How to integrate Cookie3 with Google Analytics?

Just like Google Analytics, Cookie3 makes use of the same off-chain data, particularly the UTM links, to track and analyze web traffic. 

This means if you're already adding UTM parameters (it doesn’t matter where: in Cookie3, Google Sheets, manually - you name it) in your URLs for Google Analytics, integrating with Cookie3 is a breeze. There's no need to redo your UTM setup or reinvent your tracking strategy. All the UTM tags you've crafted for campaign tracking, source identification, or content analysis in Google Analytics will seamlessly feed into Cookie3's analytics engine. 

The only thing you need to do is integrate the Cookie3 Analytics script onto your website (product docs with step by step guide). Once that's done, Cookie3 starts picking up the UTM data just like Google Analytics does, but with an added layer of insight tailored for the web3 ecosystem.

Benefits of using Cookie3

We’re not saying that Google Analytics is useless in Web3 marketing. In the Web2 marketing world it’s in fact a cornerstone for tracking website traffic and user behavior.

However, in the Web3 world, the marketing funnel goes beyond just website visits. It also includes blockchain data. Unlike traditional analytics that often stop at the website visit, Cookie3 tracks the user journey further into wallet connections and on-chain transactions.

Knowing the age of a user's wallet, their balance, and token holdings, especially when linked to a specific marketing campaign, is invaluable. It allows for a more precise assessment of marketing performance, enabling marketers to see not just who is visiting their site, but who is actively engaging with their platform on the blockchain. 

Let’s take a look at an example of influencer marketing campaign:

Influencer 1: 1,000 website visits

Influencer 2: 2,000 website visits

Even though there is a twofold difference, we still don't have a definitive answer.

Why? Because we lack on-chain data.

Let's take another look at the same results:

Influencer 1: 1,000 website visits, token swaps worth USD 25,000

Influencer 2: 2,000 website visits, token swaps worth USD 3,000

Now, we have the complete picture: influencer 1 is much more effective than Influencer 2 from the on-chain perspective.

This is how Cookie3 users leverage marketing analytics to accurately assess marketing performance, and thus optimize your marketing spending.

Side note: if you’re running a referral system, check out our guide on how to create one in Cookie3.

Conclusion

Cookie3 leverages UTM links the same way as Google Analytics but brings definitely more visibility, as it leverages blockchain data as well. 

To access the app, simply go to app.cookie3.co, set up your account, integrate your website, and you’re good to go. 

Good luck!