Branded Tracking
Also known as: Branded Tracking Page, Custom Tracking, White Label Tracking
Definition
Branded tracking replaces the generic carrier tracking page with a customized experience featuring your brand’s logo, colors, and messaging. Instead of sending customers to UPS.com or FedEx.com, they track packages on a page that looks like part of your website.
How Branded Tracking Works
Traditional Tracking
- Customer gets tracking email
- Clicks link to carrier website
- Sees carrier’s branding
- Tracks package on carrier’s site
- May see competitor ads
Branded Tracking
- Customer gets tracking email (your branding)
- Clicks link to your tracking page
- Sees your logo, colors, messaging
- Tracks package in your environment
- Sees your promotions, products
Benefits of Branded Tracking
Brand Consistency
- Your logo and colors
- Consistent customer experience
- Professional appearance
- Build brand recognition
Customer Engagement
- Marketing opportunities
- Product recommendations
- Cross-sell/upsell
- Promote social media
Customer Support
- Fewer “where’s my order” calls
- Clear delivery expectations
- Direct communication channel
- FAQ and support links
Analytics
- Track page views
- Measure engagement
- Understand customer behavior
- Optimize post-purchase
Branded Tracking Features
Essential Elements
- Your company logo
- Brand colors
- Current tracking status
- Estimated delivery
- Order details
Enhanced Features
| Feature | Purpose |
|---|---|
| Product recommendations | Increase sales |
| Social sharing | Brand exposure |
| Review requests | Collect feedback |
| Return initiation | Easy returns |
| Support chat | Reduce inquiries |
| Promotional banners | Marketing |
Branded Tracking Providers
| Provider | Pricing Model | Key Features |
|---|---|---|
| Narvar | Enterprise | Full suite, analytics |
| AfterShip | Per shipment | 900+ carriers, affordable |
| Route | Varies | Package protection included |
| Malomo | Subscription | Shopify focused |
| Wonderment | Subscription | Shopify integration |
| ParcelLab | Enterprise | International focus |
Implementation Options
Third-Party Platforms
- Quick setup
- Pre-built templates
- Multi-carrier support
- Monthly/per-shipment fees
Custom Development
- Full control
- No ongoing fees
- Requires development resources
- Maintenance responsibility
E-commerce Platform Apps
- Shopify apps (Malomo, Wonderment)
- WooCommerce plugins
- BigCommerce apps
- Native integrations
Tracking Page Best Practices
Design
- Match your website styling
- Keep it clean and simple
- Mobile-responsive design
- Clear status visualization
- Easy-to-find information
Content
- Current delivery status
- Estimated arrival date
- Order summary
- Carrier and tracking info
- Support contact options
Marketing
- Relevant product recommendations
- Don’t overwhelm with ads
- Time-sensitive offers
- Loyalty program promotion
- Social media links
Tracking Page Example Layout
┌─────────────────────────────────┐
│ [YOUR LOGO] │
├─────────────────────────────────┤
│ Order #12345 │
│ │
│ ✓ Ordered → ✓ Shipped → 📍 In │
│ Transit Delivery │
│ │
│ Estimated Delivery: Friday 2/15 │
│ Carrier: UPS Ground │
│ Tracking: 1Z999AA10123456784 │
├─────────────────────────────────┤
│ Order Details │
│ • Blue Widget x 2 │
│ • Red Gadget x 1 │
├─────────────────────────────────┤
│ You might also like: │
│ [Product] [Product] [Product] │
├─────────────────────────────────┤
│ Need help? Contact Support │
└─────────────────────────────────┘
Measuring Branded Tracking Success
Key Metrics
- Tracking page views
- Time on page
- Click-through rates (on products)
- Support ticket reduction
- Repeat purchase rate
- Customer satisfaction scores
ROI Considerations
- Revenue from page recommendations
- Support cost savings
- Brand perception value
- Email engagement improvement
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