Web Tracking is a powerful tool that enables your organization to better understand how users visit your website and, when on it, how they use 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 Marketing Automation Professional (MA Professional) Web Tracking code will not conflict with it. Now, you will have the power of all of that data available to build Target Groups and to feed campaigns based on how your subscribers interact with your website.
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How does it work?
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 MA Professional 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 MA Professional mailing, that subsequent activity will be tracked.
Ultimately, all of your known web visitors can be tracked. A "known" User is someone whose web activity you can connect to their record in the system. MA Professional allows you to target emails to Users based on the pages they visit or their online interactions.
With all the right pieces in place, the marketing attribution puzzle can be assembled so you understand your return on investment (ROI) and the experience you're creating for your constituents.
What can you track?
You can track three types of website activities:
- Page Views - Visits to individual pages and visit duration.
- Page Interactions - Interactions on your website (e.g., filling out forms, playing videos, downloads, etc.).
- Online Purchases - E-commerce and product transactions (membership renewals, certification purchases, donations, store purchases).
What is the goal?
To use site visits and activities to create Target Groups, allowing you to target mailings based on the pages that visitors have viewed, online purchases they have made, or interactions they have made on your website. For example, you may want to send an email to visitors who played a certain video or downloaded a specific white paper. An additional benefit is using these Target Groups as filters in mailing activity reports to drill-down to this particular group.
Good marketing automation is all about planning for the long-term. Web Tracking will provide you with another method to create Target Groups to feed your campaigns, or to generate new and dynamic lists of subscribers that are interacting with your website.