Introducing Web behaviour tracking

Contents

How Web Behavior Tracking can help you
» Benefits of Web Behavior Tracking
How Web Behavior Tracking collects data
» More information

Web behaviour tracking is an advanced module giving you the power to collect identifiable contact data from your site, based on your contacts' browsing behaviour.

In Engagement Cloud, data collected from the web behaviour tracking is stored as WebInsight data. This data allows you to harness your customers' and prospects' activity on your website after they've clicked through from one of your campaigns. Browsing activity is captured, stored and then made available for use in creating superior segments with which to target your contacts, enabling you to send content of even greater relevancy.

WebInsight_overview.png


WebInsight_trans_filters.pngYour Web Behavior Tracking, when added to the pages of your website, will collect information which includes:

  • Page/pages viewed by a contact (this includes page title, page URL, and date and time of the view)
  • Duration of views (which is recorded in minutes)
  • Total number of pages viewed in a visit by a contact
  • Website visited (because it may be the case that you have more than one website)
  • User agent (the type of browser being used by the contact to view your website)
  • IP address of the contact
  • Plus Google Analytics tracking information, if your account and web pages are configured with it

This code will also provide you with the ability to:

  • Send custom page values with each page visit captured, such as a category name or a website section name, to allow for powerful segmentation
  • Perform front end identification of a contact on your website when they enter an email address, such as during a checkout or a newsletter subscription, which means site visitors can be identified without the need for them to click through from a campaign

Web Behavior Tracking provides you with space to store this data, allowing you to leverage it to profile and identify the interests and needs of potential, as well as existing, customers. Use our drag and drop segment tool to create simple or complex segments to send targeted content to. Furthermore, use Web Behavior Tracking in tandem with triggers or the program builder to automate your campaign sends.

Check out our guide to using Web Behavior Tracking segmentation.

How Web Behavior Tracking can help you

Here are some examples:

Benefits of Web Behavior Tracking

  • Enhance your data
  • Enrich your contact knowledge
  • Increase engagement with your contacts
  • Improve your relationship with your customer base
  • Extend the reach of your service
  • Potentially speed up your sales process
  • Ultimately drive up your ROI

In short, Web Behavior Tracking enables you to go much further, empowering you to maximise lead and sales opportunities with speed and ease.

How Web Behavior Tracking collects data

Web Behavior Tracking collects data in the following way:

  • Once Web Behavior Tracking is purchased and activated, the tracking code can either be added to the header or footer of any web page on your site that you'd like tracked.
  • It takes up to an hour for tracking data from your website to appear in Engagement Cloud
  • Contacts viewing your tracked pages are anonymous until they're either de-anonymised by Engagement Cloud after clicking through to a tracked page from one of your campaigns, or de-anonymised via front-end identification (entering their email address).
    • For example:
      Day 1: A contact clicks through from an email campaign to a website with Web Behavior Tracking code on; we track the session

      Day 2: Contact revisits website organically; we track the session
      Day 3: Contact clicks through from another email; we track the session
  • De-anonymised data is kept for 365 days from the last time the contact identified themselves, that's if they keep visiting from campaigns, this period will keep resetting.
    With regards to anonymous data, we store it for 30 days (a session). A session is any activity that occurs on a domain between the time a user arrives and the session expires.
    In Engagement Cloud, if you have multiple sub-domains for web behaviour tracking, you can’t track users across the sub-domains as one continuous journey. To track users across multiple sub-domains, the user must be re-identified on each sub-domain. Engagement Cloud then tracks each user as an individual session.
  • If we identify you (when a contact is de-anonymised) on day 30, all your previous browsing from that time will be saved against your contact record. If we identify you on day 40, then only your session data from the previous 30 days will be saved, that is not the first 10 days.
    • For example:
      Day 1: An anonymous user visits the site organically
      Day 11: The anonymous user visits the site again
      Day 30: Contact clicks through from an email and becomes de-anonymous; we pull through day 1, 11 and 30

      Or it could also be:
      Day 1: An anonymous user visits the site organically
      Day 11: The anonymous user visits the site again
      Day 40: Contact clicks through from an email and becomes de-anonymous; we pull through day 11 and 40, but not day 1
    More information

    If you want to find out more about Web Behavior Tracking, how it works and how it could be used to benefit you, then check out the following articles:

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Comments

  • Avatar

    Will there also be coming an report in the future, just like marketing cloud has with their webanalytics?

    Also, webinsight is included in the highest tiers right?

  • Avatar

    Hi there, and thanks for your questions. Our Web Behavior Tracking feature is on our development radar this year and is a key part of our plans for Engagement Cloud. We aren’t making any announcements on features until the roadmap is confirmed. However, ideas and suggestions are always welcome and can be added via our ‘Feedback and ideas’ tab on our roadmap - https://r1.dotdigital-pages.com/p/35E-386/the-engagement-cloud-roadmap.

    I can confirm that Web Behavior Tracking is available in our ‘Accelerate’ and ‘Amplify’ plans - https://dotdigital.com/pricing/.