Web tracking provides a powerful tool to track behaviors outside Campaign. You can use web tracking to complete the following:
- Track individual visits to your websites by known contacts and anonymous users.
Note: Anonymous visits are not rolled-up for reporting even though the section still appears on the report
- Target communications to contacts based on behaviors such as page visits, site visits, clicks, downloads, multimedia plays, web form submits, and even custom events.
- Drive behavioral scoring models
- Create programs that will send a contact a follow-up or "thank you" series of emails in response to visits, page views, downloads and custom events.
- Reference web tracking events in Contact Insight®.
Web tracking can be configured to track ROI conversions, where you can assign an item and its conversion worth to an event. Web tracking is a tool that tracks visits and behaviors on your internal hosted landing pages and your external web pages. It allows you to track a contact's behavior as they navigate through your sites, recording actions like visits, hyperlink clicks, document downloads, and media plays.
The data can be linked to individual contacts to target communications to contacts based on their web behaviors. Also, for countries that require user consent to allow cookies, you can enable web tracking opt-in functionality. Web tracking for internal hosted landing pages and web forms are enabled by default and do not require further configuration.
Benefits to the marketer
In these scenarios, a contact has visited the company website that encourages the visitor to sign up for a free trial. The marketer can follow the contact's behaviors by setting up web tracking events, and then design an email campaign to turn the free trial into a sale.
- A contact has watched a product demo video, but has not signed up for free trial. Using web tracking, you can target this contact using a query or program and encourage them to submit the free trial form.
- A contact signed up for a free trial, but hasn't logged in in several days. You can target this contact and encourage them to sign in and begin using their trial account.
- Encourage a contact to visit your blog, community forum or product site. Once the contact has visited the site, you can further market products and services to this contact
- As the free trial nears expiration, you can send offers and discounts to encourage the contact to sign up for paid subscription.
- The contact has become a paid subscriber, confirmed by a page visit to the order confirmation page or submission of an order form. Use web tracking to follow page views, purchases and other actions to develop a long-tail marketing relationship with the customer.
Web tracking works like this:
- An email is sent to a contact with a Clickstream enabled link to your web tracked sites.
- When the clickstream link is activated, it will first go to a Clickstream servlet insert a first party cookie into the browser. The cookie will help track the contact's actions.
- When the visitor triggers an identifying event, such as clicking a Buy Now button, the action is associated with the specific contact's database record and records their web tracking behavior history.
Web form abandonment
A web form abandonment occurs when a web form was rendered or viewed (form visit), but failed to submit (form submit) for more than an hour within the same visit.
If a visitor views the form associated with whitepaper C, but does not submit the form within the sequence of the visit, the view of whitepaper C will result in an abandonment.
Before you begin
Configure web tracking
Organization administrators can configure qualified domains and custom web tracking events settings through in Web Tracking Settings. Go to Settings > Administration > Organizational Settings > Web Tracking Settings to configure the web tracking settings. After an organization administrator configures the settings and provides you with the code, you can copy and paste the web tracking code into external web pages.
If you do not see the web tracking option in Reporting, most likely is that the account you are using to access does not have landing page access. If you don't have landing page access an organization administrator expand User Permissions and select Landing Pages - Full access. If you don't see the changes, clear the browser's cache or perform a hard refresh. If you are not an organization admin with privileges to modify user accounts, contact your organization administrator.
The web tracking code generates the webSyncID, which is a unique identifier for each visitor to your tracked sites. The code stores the webSyncId in a first-party web (browser) cookie and records the web page visits and clicks. The code automatically rewrites URLs to include tracking identifiers when visitor clicks from one tracked website to another.
Web tracking cookies
When a web page is properly set up with web tracking code, each web page visit will generate the following three cookies in the web browser,
If the user visits this web page by clicking a clickstream link web tracking will generate the following four additional cookies:
Web tracking disclaimer
The web tracking opt-in feature can be optionally placed on any site or web tracked page. Therefore, it will appear on only the pages you specifically designated, and can customized by your web developer to selectively display to visitors based on their location or language preference.