This article...

Explains how web tracking is activated and tied to specific mailings via cookies placed during link clicks.
Details that only "known" users are tracked for website visits and activities.
Describes the tabs of the report and the data they contain.
Discusses which metrics are collected.
Explains how subscriber-level details connect email addresses to their visits, interactions, and purchases.

NOTE: Web Tracking reports use the legacy term, "Subscriber." This term has been replaced by "Contact," but it still appears in various places across the product. "Subscriber" and "Contact" are synonymous.

Web Tracking pre-requisites

This article assumes two things:

Web tracking has been set up and enabled in your account. The set-up process is described in Enable Web Tracking.
You are familiar with how web tracking works and what types of user activities it reports on. Introductory and planning information are provided in Web Tracking Preparation & Best Practices.

Two Web Tracking reports

If you're taking advantage of the Higher Logic Thrive Marketing Professional (Thrive Marketing Professional) web tracking feature to record user activity on your website, there are two reports that you can view in order to get differing levels of insights into that user activity.

The Web Tracking Report page in Admin provides high-level information about all web-tracking activity in your account.

To learn about this report and its data, refer to Web Tracking Report page, below.

The Web Tracking report on the Details tab of the Mailing Activity Report (MAR) provides a more in-depth look at the activity that resulted from a single message (i.e., recipient activity that resulted from a link being clicked in the selected message).

The "sub-reports" of this report are described in Message-specific Web Tracking reports in this article.

Web Tracking reports notes

As you review your web-tracking report data, keep in mind that both of these reports include data for ONLY:

the pages that are set up to be tracked and which were visited.
the interactions that are set up to be tracked and which occurred.
the products that are set up to be tracked and which were purchased.
activities that occurred during a specified time frame (i.e., if you specify a date range, the report data are limited to tracked activities during that time frame only).
any of the above activities that have occurred after web tracking was set up; reports do not include "pre-web tracking" activity.

Web Tracking Report page

This page provides high-level web-tracking metrics for all web tracking-related activity for all of your account's messages.

To access this report:

Navigate to Admin > Web Tracking.

The Web Tracking Report page opens on the Overview tab which presents various metrics in different types of charts.

Hover on any segment of a chart to display additional data that is specific to that segment.
Click the tabs above the report to access metrics that are specific to that aspect (e.g., users, purchases) of the report.

These tabs present data in table format. Refer to Manage the report data and table display, below, for information on:

how to customize the data in the tables and
the action buttons that display above the table.

To learn more about this report data, see the various articles in the Web Tracking section of the knowledge base.

Access the Mailing Activity Report's Web Tracking reports

This section describes how to access the web-tracking reports for an individual message in that message's dedicated Mailing Activity Report.

NOTE: The data on the Details tab is available for 90 days from the date the mailing was sent.

TIP: Higher Logic recommends that you export the report (click the Export button above the list) and store it on your preferred device if you want to preserve the data beyond the 90-day limit.

Access the Admin interface and navigate to Messages > List.
Click the down arrow to the right of the page title and select Sent.

Click a message to select it, and then click Track.

The selected message's MAR opens on the Snapshot tab. (The name of the message displays in the upper left of the page as a convenient reminder.)

Click the Details tab and then click Web Tracking to expand the group.

Click the name of a report to display the report data in the right panel.

Each report is presented in table format with a default set of columns. To customize and manage the report results, you can:

configure the display of the table,
select which data to display,
search and filter the results,
create a Target Group, and
export the report.

Manage the report data and table display

The following table describes the management options that are available above the report tables.

NOTE: The Target and Filter options do not display for the Page Summary, Interaction Summary, and Purchase Summary reports.

Option	Use to...
Search	Search for one or more instances of the message based on similarities. Click the dropdowns to select your criteria and click Find.
Reset	Clear any filters and/or search criteria that you have applied and restore the original set of report results.
Columns	Open the column-chooser pop up where you can add, remove, and re-order columns to customize which data display and how.
Export	Export the top-most 5,000 rows of the report to Microsoft Excel (click Download Excel File in the pop up). NOTE: If the report exceeds 5,000 rows, the system displays a pop-up message with an Email the file button. Click the button to receive an email message that contains the password-protected file. In the next pop up, note the password.
Target	Open a pop up and create a Target Group "on the fly".
Filter	Open a pop up. Click the dropdowns to filter by Folder and/or Target Group.

The table below describes the web-tracking reports that are available for an individual message.

Message-specific Web Tracking reports

Report	Description and notes
Page Summary	A listing of all the tracked pages (URLs) of your website that were visited as the result of recipients clicking a link in this message. The # Users column counts 1 for each recipient's first visit to a page; subsequent visits by the same recipient are not counted. The Pageviews column, however, does count all recipients' visits to a page (including subsequent visits), so this tally could be higher than the users count.
Interaction Summary	A listing of all the tracked interactions that occurred on your website as the result of recipients clicking a link in this message. The # Users column counts 1 for each recipient's first occurrence of the listed interaction; subsequent identical interactions by the same recipient are not counted. The Number column is the total number of occurrences of that interaction being performed by all recipients, so this tally could be higher than the users count.
Purchase Summary	A listing of all the tracked purchases that occurred on your website as the result of recipients clicking a link in this message. The # Users column counts 1 for each recipient's first purchase of the listed item; subsequent purchases of the same item by the same recipient are not counted. The Purchases column is the total number of times the item was sold, including repeat sales.
Subscriber Summary	A listing of all the message recipients who visited your website as the result of clicking a link in this message. The report includes various types of information about the recipients, their visits to your website, and their activities while on your site. You can add your account's Profile Fields as columns to the report.
Subscriber Page Detail	A listing of all the message recipients who visited your website as the result of clicking a link in this message and details about those page visits. If a recipient visits a page multiple times, each visit is listed individually. You can add your account's Profile Fields as columns to the report.
Subscriber Interaction Detail	A listing of all the message recipients who performed an interaction on your website as the result of clicking a link in this message and details about those interactions. If a recipient performs the same interaction multiple times, each occurrence is listed individually. You can add your account's Profile Fields as columns to the report.
Subscriber Purchase Detail	A listing of all the message recipients who made a purchase on your website as the result of clicking a link in this message and details about those purchases. If a recipient purchases an item multiple times, each purchase is listed individually. You can add your account's Profile Fields as columns to the report.

Web Tracking Reports in the Mailing Activity Report