Please note: this article assumes Web Behavior Tracking has been installed, and that Google Analytics tracking is enabled within your account. It also assumes some familiarity with using and applying segmentation, and more specifically familiarity with Web Behavior Tracking and Web Behavior Tracking segmentation, as well as using the program builder.
Overview
You can use Web Behavior Tracking to identify contacts who have visited and browsed pages on your site after having come through from an external campaign or advert. To do this, you would need to enable Google Analytics tracking within your account. Using Google Analytics with Web Behavior Tracking gives you the ability to then automate follow-up campaigns to contacts coming through from a particular external source.
For example, you have a banner advert for your site placed on Facebook and you want an easy way of being able to capture, segment and identify the contacts who have used this route to arrive at, and browse through, your website. This will allow you to make the most of their interest by sending a relevant follow-up campaign (this could of course be connected to the advert if it's a promotion or offer, for instance).
Using Web Behavior Tracking
You can use Web Behavior Tracking to:
- Identify browsers who have clicked through to your site from a banner advert on Facebook, using Google Analytics tracking information to capture UTM_Source and UTM_Medium.
- Firstly, use the program builder to create a simple follow-up program, which will automate the process for you. Set your program to enrol daily and add an enrolment rule which triggers from a segment.
- Drag and drop WebInsight from underneath ‘Data’ in the right hand side panel into either one of the editing areas, creating your rule accordingly.
- For your program's enrolment limit, the setting 'Enrol contacts in program only the first time they meet the start criteria' is probably the most appropriate for this. It means they'll get your follow-up campaign once, when scheduled, as they will only get enrolled once and will then exit the program.
- However, consider a scenario in which you might want to re-enrol the contact and trigger the campaign again if they happen to click through from the banner advert at a later date. It might have been the case that when they clicked through the first time, they had to abandon their browse when they got to your site for some reason, and they may never have got round to reading your follow-up email either. Seeing the banner advert on Facebook has reminded them to pick up where they left off and they've clicked through again.
It's therefore probably a good idea to make sure they receive the follow-up campaign again too (or any updated content, should you have updated this within the program in the meantime). In which case, select 'Re-enrol contacts on the program if they meet the start criteria, but not if they have been enrolled in the last X days'.
If, for instance, a contact clicks through again in over a week's time, you can automatically capitalise on their renewed interest. However, if they happen to click through again sooner than that, then they've probably reminded themselves anyway and you avoid overly filling their inbox with your campaigns!
- Activate your program.
- Your follow-up campaign will get automatically sent out to contacts after clicking through from your Facebook banner advert.
Analysing the results
Your campaign helps harness your visitors' interest, enhancing your relationship with them. Depending on the content of your follow-up campaign, it could lead to enquiries, quote requests, product trials and sales - all sorts of opportunities that may have been missed if you weren't able to automate a process of targeting and then sending relevant content to visitors coming from this external source.
And don't forget - this Web Behavior Tracking program model, which could of course include greater complexity, can be applied to any type of external campaign, advert or source.