Tracking – Webtracking with eMailPlatform
The tracking functionality in eMailPlatform connects web, app and other channels with email marketing and marketing automation
Your visitors, who move across marketing channels both online and offline, are called multichannel visitors. Consumers can be both individuals and businesses.
As you know, traffic measurement is very valuable, and for that reason you are probably already using tools such as Google Analytics. However, with an integrated tracking that binds visitor data and marketing automation, you get new strong opportunities with eMailPlatform.
In order to handle the consumers of today and tomorrow your business must be able to follow their behavior across sales and marketing channels. Therefore eMailPlatform has created the Tracking function, which is an integral part of all subscriptions.
The Tracking function handles lost abandoned basket, products added and removed from the shopping basket, steps in the purchase flow (checkout steps), other flows, product views, product and category mapping and should you have a need for it, the feature can also handle traffic tracking on other pages, and it can record events such as click, play and download.
All collected actions can be used to create possible segments and automated flows. In other words, we have made it easy to communicate intelligently based on data.
How to implement the Tracking functionality script
Insert a script on your website, on your webshop or app – and eMailPlatform is linked and can collect the behavior of your customers. The script is generated in a few seconds as part of the Tracking setup in eMailPlatform.
A script is a small piece of code, in line with the code for, for example, Google Analytics. The eMailPlatform script can also be easily implemented with Google Tag Manager or similar.
Usually, the script should be inserted into yourarea on your web page.
The script will not affect performance on your page. It is built to be skipped by the users browsers should the load fail. In addition the script is distributed and hosted through Google Cloud to ensure maximum speed and scalability.
The unique Feed functionality in eMailPlatform is linked to Tracking. This means that we read the information about your products from the product feed (it can also be articles or other from feeds), product name, image, URL, category, prices and much more. We automatically link that information with all the pages from the sitemap, mapping the products, and reading the categories of the products.
At the same time, Tracking is now available as a menu item in the Feed functionality inside the drag-and-drop editor Builder. This means that products can easily be inserted into campaigns based on information and rules in Tracking – including predictive intelligence, which predicts how well the product will perform.
Mapping of sitemap with products and types
Once the script is inserted correctly on your page, eMailPlatform will attempt to retrieve your page’s sitemap (Google Sitemap) based on its normal location. If it cannot be retrieved automatically, it can be loaded manually, and eMailPlatform will then read the pages from your website or webshop.
This way we can quickly get an overview of all the pages, as well as categorize the pages by type – a product page, article page or perhaps part of the purchase flow.
If you have connected to a webshop, Tracking can automatically compare it with the information in a set product feed and categorize the pages correctly as products as well as assign them a Leadscore value from the category of products.
Read more about Feed and how eMailPlatform can automatically read your products and apply them in campaigns, targeted the individual recipient, targeted by knowledge from external systems or with drag-and-drop from Feed to Campaign.
Leadscoring gives valuable insight
How often does a lead or a buying customer visits your site or webshop. This is not necessarily the most interesting thing to know. It is often about timing, in order to optimize communication and get sales.
Therefore, we have developed the Leadscore function with time combined with value accumulation.
As one 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 predefined values when selecting a type. This way products are automatically assigned a value, the purchase flow builds higher values according to how close to the order delivery the visitor is – and similar logic for the other types of pages.
When the visitor is being tracked
The tracking script can be used on all the pages, on your website or webshop, where it is implemented correctly. Following the implementation, the script will automatically collect information about the visitors.
The tracking function is right now limited to collecting data about visitors who are recipients of newsletters sent through eMailPlatform. The function will be expanded and it will be possible to add traffic measurement packages, which will enable tracking of all traffic to the site.
Immediately after the visitor has left the page, it will be possible to use the data for segmentation or automated campaigns, and it will be possible to begin working 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 eMailPlatform – for segmentation, as filters on content and as behavioral content with Feeds in Builder, trigger-based campaigns, emitted automatically on defined criteria such as time after visit, added items to the basket, abandoned shopping card or see certain things and much more.
In addition, the individual contacts history will of course be updated with relevant Tracking Information and Leadscore.
Help with Tracking setup
Our friendly colleagues in support and onboarding are always ready to advise and guide you with the optimal Tracking setup.
Contact us at email@example.com or call +45 72 44 44 44.
We are here to help and ensure your business success.
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