Tracking – Webtracking with MarketingPlatform
The tracking feature in MarketingPlatform connects websites, apps and other channels with email marketing and marketing automation.
Your visitors, prospects and customers move across many marketing channels both online and offline. These are so-called multichannel visitors, as consumers in these categories cover both individual people and businesses.
You know that measuring traffic is valuable, so you’re probably using tools like Google Analytics already. But with our integrated tracking that combines visitor data and marketing automation, you get new exciting opportunities with the platform.
In order to handle today’s and tomorrow’s customers, your business must be able to follow their behavior across sales and marketing channels. Therefore, MarketingPlatform has created the Tracking feature, which is an integral part of all subscription packages.
The tracking feature handles abandoned carts from your webshop, products added and removed from the shopping carts, checkout steps, additional flows, product views, product and category mapping, as well as record events like clicks, plays and downloads.
All collected actions can be used to create intelligent segments and automated flows. In other words, we have made it easy to communicate intelligently based on data.
How to implement the Tracking feature script
Insert a script on your website, on your webshop or app, and MarketingPlatform is linked and can capture the behavior of your customers. The script is generated in seconds as part of the Tracking setup in MarketingPlatform.
The script is a small piece of code, in line with the code on Google Analytics. The MarketingPlatform script can also be easily implemented with Google Tag Manager or equivalent.
Typically, the script is inserted into your website’s header area.
The script will not affect performance on your page. It is built to be skipped by users’ browsers if there are challenges to retrieve it. Additionally, the script is distributed and hosted through Google Cloud to ensure maximum speed and scalability.
Mapping of Sitemap with products and types
Once the script is inserted correctly on your page, MarketingPlatform will attempt to retrieve your site’s Sitemap (Google Sitemap) based on its location. If, for whatever reason, it cannot be retrieved automatically, it can be loaded manually, and MarketingPlatform will then read the pages from your website or webshop.
This way we can quickly build an overview of all the pages, as well as categorize the pages by type. Is it a product page, article page or perhaps part of the purchase flow.
If it’s a webshop you have connected, Tracking can automatically compare with the information in a keen product feed – and categorize the pages correctly as products and assign them a Leadscore value from the category of products.
Read more about Feed and how MarketingPlatform can automatically read your products and apply them to campaigns, targeting the individual recipients with knowledge from external systems or with drag-and-drop from Feed to Campaign.
LeadScoring provides valuable insight
How often does a lead, prospect or a buying customer visit your website or webshop? It is not necessarily the most interesting to know, but it is often about timing, in order to optimize communication and win more sales.
That is why we have built the Leadscoring function with time combined with value accumulation.
As part of the Tracking setup, all pages (URLs) can be assigned a group value by type – or a unique value for each page.
We have pre-defined values when selecting a type. In this way, products are automatically assigned a value, the purchase flow builds higher and higher values according to how close to the order delivery the visitor is – and similar logic is used for the other types of pages.
When the visitor gets tracked
The tracking script will work on all the pages, on your website or webshop, where it is located correctly. Then the script will automatically collect information about the visitors.
The tracking function is so far limited to collecting data about visitors who are recipients of newsletters emailed by MarketingPlatform. Later, the feature is expanded to allow traffic measurement packages to be opened to track the entire traffic.
Immediately after the visitor has left the page, it will be possible to use the data for segmentation or automated campaigns and you can begin work on targeted campaigns.
Use of the collected data
The data collected with Tracking and the calculated Leadscore from both email, SMS and website can be used widely in MarketingPlatform.
Both as segmentation with segments, as filters on content and as behavioral content with Feeds in Builder. But also with trigger-based campaigns, emitted automatically on defined criteria like time after visit, added items to the basket, “left the page without buying” or see certain things, and much more.
In addition, the individual contact’s history will of course be updated with relevant Tracking Information and Leadscore.
Tracking setup help
Our colleagues in Support and Onboarding are always ready to advise and guide you with the optimal setup of Tracking.
Contact us at firstname.lastname@example.org or call +1 205 719-4444 / Contact us at email@example.com or call +1 205 719-4444
We are here to help and ensure your business success.