Web Tracking in Communications Enterprise is a tool that enables your organization to better understand how users visit your website and how they're using your website. Additionally, it allows you to send targeted emails to your users based on their website activity.
NOTE: Web tracking is very similar to Google Analytics. If you're already using Google Analytics, the Communications Enterprise web tracking code will not conflict with it.
NOTE: This is not a default feature in Communications Enterprise. If you want it enabled in your account, create a case.
How it works
When a user clicks a hyperlink with web tracking enabled, a first-class cookie is stored in their web browser. This cookie then communicates with Communications Enterprise to link the web activity back to the user's record in the system. Whether the user goes to your website directly or via a hyperlink in an Communications Enterprise mailing, that subsequent activity will be tracked.
Two types of users are tracked: known and anonymous.
Known users are ones who have responded to a Communications Enterprise campaign in the past, and received a browser cookie from Communications Enterprise. Visitors become “known” when they take one of three actions:
- Click a link in any Communications Enterprise email (regardless of whether that email was sent from Communications Enterprise).
- Submit any Communications Enterprise landing page (hosted by Communications Enterprise or hosted on your site).
- Submit a form on your site that uses the web tracking code.
The first two are typical Communications Enterprise actions that don't require any additional work on your part; the third does require an additional step: You need to set up your website to send information back to Communications Enterprise.
Communications Enterprise uses the browser cookie to associate web visits to a contact record in your Communications Enterprise account.
Tracking anonymous users is an option you can add to basic web tracking. Anonymous users are ones who came to your website before responding to an Communications Enterprise campaign. Communications Enterprise still gives these visitors a cookie but cannot identify them until they do any of three actions listed above. Once they do, they become a Known user and Communications Enterprise can associate past web visits to that contact.
After set up
After web tracking is set up for your account, you can enroll contacts into campaigns or build conditions that use contacts’ web history. Both enrollment and conditions use the same criteria you see in other Communications Enterprise options: You can select a specific web page or any web page that contains part of a URL.
Retrieve the code
After web tracking is enabled for your account, follow the steps below to access the web tracking code you'll need to add to pages across your website.
- Access the Admin interface.
- Navigate to Campaigns > List.
- Click the gear icon at the upper right of the resulting page.
- Select Web Tracking Code.
- Copy the code in the pop-up.
- Paste this code within the HTML of the web pages you want to track.
WARNING: Properly inserting this code will likely require the skills of a web administrator with the appropriate permissions. If you don't have the knowledge or permissions to complete this task, consult with your IT department for assistance.