While Web Tracking can be an invaluable tool, it's important to understand how we track users that will interact with your website. Marketing Automation Professional (MA Professional) can only link website users with subscriber records in specific cases. Read on to learn more about how users are tracked.
How it works
Web Tracking tracks "known" Users. A User is someone who connects to a subscriber record in MA Professional. Because you will be able to tie website activity to data from the AMS/CRM, mailing activity, action-based Target Groups, and Higher Logic community activity, you can target your emails with much greater precision. Furthermore, you will garner deep insights about your subscribers' level of engagement.
Subscribers who receive one of your MA Professional mailings and click a hyperlink to access your site will become "known" Users. Whenever these Users return to your website, their activity is recorded in MA Professional.
NOTE: The Web Tracking code places a first-party cookie on users’ web browsers to make the subscriber record connection. A first-party cookie originates from your website (not from MA Professional or another third-party), making it less likely to be blocked. However, if Users clear their cookies or use different browsers/devices, they will appear like new website users until they click on another MA Professional email.
By establishing the identity of a subscriber who visits your website, you can keep track of how they interact with your site with the Web Tracking code. You can then take that data and use it to build Target Groups that are based on how they may or may not have interacted with your website.
Subscribers who receive an email from you, and then access your website via a link within it, will become a User. Additionally, every time they return to your site their activity will be recorded in the system and assigned to them. The Web Tracking code will place a 1st-party cookie in their browser to make this connection. A 1st-party cookie is less likely to be blocked because it originates from your website, not MA Professional or another 3rd party. If they clear their cookies or use a different browser or device they will look like a new website user until they click another link from one of your mailings.
You can view Web Tracking information about all of your site's sessions by navigating to Marketing Automation > Web Tracking. You can also specifically see the sessions associated to Users, and in the Users tab, their individual email addresses. Additional details can be added as to how they have interacted with the website you are tracking.
Web Tracking tells you exactly who some of the visitors on your site are. Beyond that, Users are essentially the subscribers who are getting pulled into the lists that we create as our Web Tracking Target Groups. Being able to tie the identity of these Users to a subscriber record enables you to easily pull subscribers into specific campaigns based on their session activity, or even just provide a quick and easy way for you to build lists of subscribers to follow up with based on the different ways they've interacted with your site.