Regardless of what type of website you run, itβs bound to have dozens (if not hundreds) of outbound links. As time passes, some of those links might stop being relevant or become broken, so itβs crucial that you keep track of them.
You can always create a list of all the links youβve added to your website, but thatβs not practical. A better approach is to use a tool that helps you track outbound links, such as Google Analytics. In this article, weβll talk about why itβs important to keep tabs on these links, and teach you how to do it with the aforementioned tool. Letβs get to work!
Why Itβs Important to Track Your Outbound Links
If youβre a regular Elegant Themes reader, youβve probably noticed we include a lot of outbound links in most of our pieces. This is to help you find related content that you might find interesting, and to support the information we present. In fact, most websites will link to external content at least to some degree.
The problem is, itβs often hard to keep track of all the links you add to your websites. This can cause you a few problems down the line:
- Websites might go offline. Not all websites stick around forever. This may lead you to to unwittingly linking users to sites that no longer exist, which can hurt your SEO.
- Content could become outdated. Some content might stop being relevant or useful as time passes. When that happens, youβll want to replace those outbound links with newer ones.
Additionally, by tracking your outbound links, youβre also not able to monitor their Click-Through Rates (CTR). This can help you determine where best to place links, and optimize their anchor text.
In any case, the best approach to tackling this is to find a tool that can help you compile all your outbound links. There are plenty of services you can use to monitor those links and see how theyβre performing. Letβs talk about how to use one of them.
How to Track Your Websiteβs Outbound Links (In 3 Steps)
For this section, weβre going to focus on how to track outbound links using Google Analytics. We chose this approach for a few reasons. First off, itβs always a good idea to use an analytics tool for your website and Google Analytics is one of the best options on offer. Secondly, using Google Analytics provides you with a lot more benefits than merely being able to track outbound links. For example, it enables you to monitor the performance of your links, which is one of the benefits we mentioned earlier.
One way you can do this is byΒ manually adding JavaScript to your Google Analytics tracking code. However, weβre going to show you an approach that is cleaner, and has the added benefit of helping youΒ learn how to use the Google Tag Manager, which is another handy tool.
In order to follow this process, you will need to have a Google Analytics account set up to work with WordPress. If you havenβt set one up already, do this now.
Step #1: Configure Googleβs Tag Manager to Monitor Outbound Link Clicks
Even if youβre familiar with Google Analytics, you may not know how to useΒ Google Tag Manager or what it does. In short, Google Tag Manager is a tool that can help you customize the Google Analytics JavaScript code on your website. With it, you can track complex events through a simple tags system. In this section, weβre going to teach you how to use Tag Manager to set up outbound link tracking with Google Analytics.
To get started, create a Google Tag Manager account and link it to your website. Once youβve done that, open Google Tag Manager dashboard and look for the tab readingΒ Triggers. Click on it and hit theΒ NewΒ button at the top of the screen:
Triggers are conditions that determine whether or not a tag is activated. In this case, the trigger will be used to track when an outbound link is clicked. Start by setting a name for your new trigger, for exampleΒ Outbound Link ClicksΒ to make the purpose clear. While youβre at it, you should also set theΒ ClickΒ option toΒ Choose Event, then move on the Configure TriggerΒ section and choose the option that readsΒ Link Click:
So far, weβve set up a trigger that activates when someone clicks on a link within your website. Now weβre going to get a bit more specific. Look for theΒ Enable WhenΒ section and input the following settings in order,Β Page URL > matches RegEx > .*:
This tells Google Analytics to track this type of event on allΒ pages on your site. All thatβs left now is indicate what type of links it should track. To do that, go to theΒ Fire OnΒ section and choose theΒ Some ClicksΒ option. Configure it to fire using the criteriaΒ Click URL > does not contain > yourdomain.com:
This configures the trigger so that it only track when someone clicks a link that doesnβt include your domain. You should, of course, replace theΒ yourdomain.comΒ placeholder with your own siteβs URL. When youβre done, click onΒ Save Trigger.
We just set up our eventβs trigger! All you have to do now to start tracking is link it to Google Analytics.
Step #2: Link Your New Trigger to Google Analytics
Google Tag Manager works with several tools, not just Google Analytics, so you need to manually link your new trigger to your Google Analytics account before it starts to work. To do that, return to your Google Tag Manager dashboard and go to theΒ TagsΒ tab. On the next screen, name your tag and choose Google Analytics as the product:
Now, setΒ Universal AnalyticsΒ under theΒ Tag TypeΒ heading, assuming youβre using that implementation on your website (which you should be). Further on, type {{AnalyticsID}} underΒ Tracking ID.
This is where things get a bit tricky. Here youβll see a section calledΒ Event Tracking Parameters. Inside, you need to add a number of settings exactly as we describe them. ChooseΒ Outbound LinksΒ underΒ Category, then typeΒ {{Click URL}}Β underΒ Action, andΒ {{Page Path}}Β right beneathΒ Label:
Finally, scroll down to theΒ Fire OnΒ section and click on theΒ MoreΒ option:
On the next screen, youβll see a list of all your custom triggers. You should see the trigger you set up during step number one here:
Choose that trigger and click on theΒ Create TagΒ button. Your new tag is now ready to be published, which you can do by clicking the redΒ PublishΒ button at the top of your Google Tag Manager dashboard:
With that, youβve completed the setup portion of this tutorial!
Step #3: Monitor Your Siteβs Outbound Links From Your Google Analytics Console
During the first two steps, you created a custom Google Analytics event you can monitor from your dashboard. If you want to see it in action, youβll need to let your website accrue some data beforehand. After waiting a while, go to your Google Analytics dashboard and navigate to yourΒ Behavior > Events > OverviewΒ tab. Here youβll be able to monitor your outbound linksβ performance by looking at theΒ Top EventsΒ section at the bottom of the page:
Likewise, you can also monitor real-time data concerning outbound clicks by going to theΒ Real-Time > EventsΒ tab on your dashboard:
You can now use thisΒ tab to monitor the performance of your outbound links. You should take some time to check your top performers to see if the links are broken and evaluate whether you need to replace them.
Conclusion
Outbound links are of the most powerful resources at your disposal to help your visitors find other content that might help them. However, sometimes websites will drop off the map or content will become outdated. Without a tracking tool, itβs hard to stay on top of these issues.
As far as tracking tools go, weβre big fans of Google Analytics. Once you integrate it with WordPress, hereβs how to use it to track outbound links from your website:
- Configure Googleβs Tag Manager to monitor outbound link clicks.
- Monitor your siteβs outbound links from your Google Analytics console.
Do you have any questions about how to track outbound links with Google Analytics? Ask away in the comments section below!
Article image thumbnail by Sammby / shutterstock.com.
interesting post π if you click on the event action in analytics (the outbound link url) does it show more details, like which page on your site the link was clicked from?
Hi John Hughes,
Nice post, most of the outbound links point to google analytics :)))
This is a very detailed tutorial on how to use the google webmaster tool.
Thank you for the info I typically use Google webmasters tool to track backlink but this is great way within dashboard. Keep up improving divi
Hi Yasmin. You’re welcome. Thanks for your comment. π
thank you. Monitor Your Siteβs Outbound Links From Your Google Analytics Console
Hi and thanks for this explanation. Like all things Google, Tag Manager has changed quite a bit since this post. Sadly, I am unable to implement this great functionality because the changes require choosing from displayed choices for such things as triggers and variables. I was unable to fill in the blanks as described above.
Hello Neil. Thanks for your comment.
There does appear to have been some changes made to the interface so the process is a bit more streamlined now. For example, when you go to add a new tag, you can link it to Google Analytics using the Tag Configuration tab, then set a trigger separately through the Triggering section.
To configure the tag to track outbound links, choose ‘Clicks’ and then ‘Just Links’ from the list of events Google Tag Manager enables you to choose from. After this, enable the ‘Check Validation’ setting and set the event to trigger for URLs that don’t contain your site’s domain.
Hope this helps.
I recommend adding Click URL does not begin with:
javascript:
mailto:
tel:
…to exclude these links from your tracking of outbound links!