About cookies on this site
We use cookies to collect website performance and usage data, and to enhance and customise content and advertisements.
About cookies on this site
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
CookieHub is a Consent Management Platform (CMP) which allows users to control storage and processing of personal information.
Cloudflare is a global network designed to make everything you connect to the Internet secure, private, fast, and reliable.
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic.
Clarity is a user behavior analytics tool that helps you understand how users interact with your website.
Vimeo, Inc. is an American video hosting, sharing, services provider, and broadcaster. Vimeo focuses on the delivery of high-definition video across a range of devices.
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
The LinkedIn Insight tag powers conversion tracking, website audiences, and website demographics within the LinkedIn system.
A piece of code that lets businesses measure, optimise and build audiences for advertising campaigns.
Microsoft Advertising (formerly Bing Ads) is a service that provides pay per click advertising on the Bing, Yahoo!, and DuckDuckGo search engines.
Cookies used on the site are categorized and below you can read about each category and allow or deny some or all of them. When categories than have been previously allowed are disabled, all cookies assigned to that category will be removed from your browser. Additionally you can see a list of cookies assigned to each category and detailed information in the cookie declaration.
Necessary cookies
Some cookies are required to provide core functionality. The website won't function properly without these cookies and they are enabled by default and cannot be disabled.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
cookiehub | .bigfork.co.uk | CookieHub | 365 days |
Used by CookieHub to store information about whether visitors have given or declined the use of cookie categories used on the site. | |||
PHPSESSID | www.bigfork.co.uk | Session | |
Cookie generated by applications based on the PHP language. This is a general purpose identifier used to maintain user session variables. It is normally a random generated number, how it is used can be specific to the site, but a good example is maintaining a logged-in status for a user between pages. | |||
__cf_bm | .vimeo.com | Cloudflare, Inc. | 1 hour |
The __cf_bm cookie supports Cloudflare Bot Management by managing incoming traffic that matches criteria associated with bots. The cookie does not collect any personal data, and any information collected is subject to one-way encryption. | |||
_cfuvid | .vimeo.com | Session | |
Used by Cloudflare WAF to distinguish individual users who share the same IP address and apply rate limits |
Preferences
Preference cookies enables the web site to remember information to customize how the web site looks or behaves for each user. This may include storing selected currency, region, language or color theme.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
lidc | .linkedin.com | LinkedIn Ireland Unlimited Company | 1 day |
Used by LinkedIn for routing. | |||
li_gc | .linkedin.com | LinkedIn Ireland Unlimited Company | 180 days |
Used by LinkedIn to store consent of guests regarding the use of cookies for non-essential purposes | |||
vuid | .vimeo.com | 400 days | |
These cookies are used by the Vimeo video player on websites. |
Analytical cookies
Analytical cookies help us improve our website by collecting and reporting information on its usage.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_ga_ | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics 4 to determine that two distinct hits belong to the same user across browsing sessions. | |||
_ga | .bigfork.co.uk | 400 days | |
Contains a unique identifier used by Google Analytics to determine that two distinct hits belong to the same user across browsing sessions. | |||
bcookie | .linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
This is a Microsoft MSN 1st party cookie for sharing the content of the website via social media. | |||
CLID | www.clarity.ms | Microsoft | 365 days |
Identifies the first-time Clarity saw this user on any site using Clarity. | |||
_clck | .bigfork.co.uk | Microsoft | 365 days |
Persists the Clarity User ID and preferences, unique to that site, on the browser. This ensures that behavior in subsequent visits to the same site will be attributed to the same user ID. | |||
MUID | .bing.com | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.bing.com | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
SM | .c.clarity.ms | Microsoft | Session |
This cookie is installed by Clarity. The cookie is used to store non-personally identifiable information. The cookie is used in synchronizing the MUID (Microsoft unique user ID) across Microsoft domains. | |||
MUID | .clarity.ms | Microsoft | 390 days |
Microsoft User Identifier tracking cookie used by Bing Ads. It can be set by embedded microsoft scripts. Widely believed to sync across many different Microsoft domains, allowing user tracking. | |||
MR | .c.clarity.ms | Microsoft | 7 days |
Used by Microsoft Clarity to indicate whether to refresh MUID. | |||
_clsk | .bigfork.co.uk | Microsoft | 1 day |
Connects multiple page views by a user into a single Clarity session recording. |
Marketing cookies
Marketing cookies are used to track visitors across websites to allow publishers to display relevant and engaging advertisements. By enabling marketing cookies, you grant permission for personalized advertising across various platforms.
Name | Hostname | Vendor | Expiry |
---|---|---|---|
_fbp | .bigfork.co.uk | Meta Platforms | 90 days |
Facebook Pixel advertising first-party cookie. Used by Facebook to track visits across websites to deliver a series of advertisement products such as real time bidding from third party advertisers. | |||
SRM_B | .c.bing.com | Microsoft | 390 days |
This cookie is installed by Microsoft Bing. Identifies unique web browsers visiting Microsoft sites. | |||
ANONCHK | .c.clarity.ms | Microsoft | 1 hour |
Used to store session ID for a users session to ensure that clicks from adverts on the Bing search engine are verified for reporting purposes and for personalisation | |||
AnalyticsSyncHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Used by LinkedIn to store information about the time a sync with the lms_analytics cookie took place for users in the Designated Countries | |||
UserMatchHistory | .linkedin.com | LinkedIn Ireland Unlimited Company | 30 days |
Contains a unique identifier used by LinkedIn to determine that two distinct hits belong to the same user across browsing sessions. | |||
bscookie | .www.linkedin.com | LinkedIn Ireland Unlimited Company | 365 days |
Used by the social networking service, LinkedIn, for tracking the use of embedded services. |
Mark Ellaway
Digital Marketing Director
30/10/2024
Why do you need to monitor your website’s performance and how do you do it?
Once your B2B website is live you will need to track its performance to see if it’s achieving the goals you’ve set for it. If not you will need to identify what changes you need to make to improve it.
Here is the essential website data you need to track for your website. To do this you will need to have analytics software such as GA4 (Google Analytics) on your website. We recommend that you track these stats either weekly or monthly depending on your online marketing activity and volume of traffic.
We always recommend that you set up measurable conversions for your website such as sales, leads, downloads. Conversions (or events) are easy to set up in GA4, find out how. As well as tracking how many conversions have been achieved also track what sources they are coming from (Search, Paid Ads, Social Media) so you can see what online marketing channels are working best for you.
Always a popular stat with web managers but you need to track both returning visits and new visits. If one of your website goals is to generate sales and leads, then new visits should represent most of your traffic.
GA4 also tracks basic geographical location data so that you can see what countries and cities your visitors are coming from. More advanced Analytics features can show website visitors age, gender and interests.
You need to know where your website traffic is coming from to measure the performance of your online marketing e.g., SEO, PPC, Social Media, Email Marketing. GA4 will show you most of this data and you can add Campaigns to measure email marketing and other tactics. Sources should also be measured against conversions to see what tactics work best.
For many websites most of their traffic comes from mobile devices. We recommend you regularly track what percentage of your visitors are using desktop, tablet, and mobile phone devices. If a large proportion of your website visits are from mobiles and these visitors have a high bounce rate* and a low page duration time, then you carry out a review of your website on mobile devices to see why it has poor engagement.
You will need to know what pages on your website are the most popular. Also track what type of visitor they are popular with eg new versus returning visitors. GA4 will show you bounce rates* and time spent on pages so you can identify which pages may need improving by analysing content, navigation, page speed etc.
A high bounce rate is not necessarily bad, for example, Contact Us pages generally have high bounce rates as people find the information they need and leave. However a high bounce rate for your home page does need to be addressed.
GA4 also shows visitors website journeys. This is very useful to see user journeys and what their pain points are. For example if visitors are not progressing beyond product pages then there may an issue with your product offer.
For most websites traffic from search is their main source and being able to track what keywords people use to find your website is an essential performance indicator for measuring search engine optimisation.
Unfortunately, GA4 hides the most popular keywords used to find your site. However, add your website to Google Search Console and this will show you all the search queries that your website appears for and what numbers of clicks each search query gets.
If you are using Google Ads campaigns to drive traffic to your website, then you can track what keywords are working well in the campaigns.
It is also useful to track keyword trends to identify seasonal trends (See Google Trends). For example if your keywords spike at a certain time this helps you plan online marketing campaigns to target more potential customers in that period. Below is the keyword trend for the keyword “tax consultants” over the past 12 months that shows a distinct peak in January.
A key indicator to track search engine optimisation performance is monitoring the ranking of your website for your priority keywords. Generally your website needs to be on page 1 to generate any sizeable traffic and being in the top 5 is where you want to be.
There are several tools that will help you track search engine rankings with SEMrush being one of the best. Apart from rankings, SEMrush will also track keyword performance, seo issues on your website and backlinks.
Regular checks to see if everything on your website works as it should do is essential as you may have errors on your website that you are unaware of that could be losing you visitors.
We recommend producing a checklist to cover essential usability issues such as links, accessibility, content quality, page speed etc. Tools such as Google Search Console will identify potential problems for your website.
Don’t forget that monitoring your website regularly is vital and use these measures as a guide. You may want to add more depending on the nature of your business /organisation.
* The “Bounce Rate” is an internet marketing term and refers to the percentage of people who visit a page and then leave without visiting any other pages. Google says the average bounce rate is between 40%-60%.
This article was updated on , filed under strategy and planning, lead generation.
Get the latest B2B website news straight to your inbox
We can make your new website a great success.