Web Tracking provides the final component required to give the email marketer a 360-degree view of the customer. The Number One purpose of promotional email marketing campaigns is to drive traffic to web sites where products are purchased, content is viewed, and whitepapers are downloaded (to name a few uses). As its name implies, web tracking tracks pages on the web site that the contact views after clicking to the site from the email. The web site activity is then used to drive email marketing campaigns which in turn drive traffic back to the web site.
Maropost Marketing Cloud’s web tracking is used for simple activities as tracking recency and frequency of page views. It is also used for more advanced capabilities as attributing e-commerce product purchases to email campaigns, tracking web funnels for completions, abandonment, and conversions, and displaying personalized content within emails based upon machine-learned content preferences.
NOTE: Web tracking ONLY tracks site visits of your contacts who have at one point in time clicked an email link (sent from Maropost Marketing Cloud) to a landing page on your site that has the web tracking script. Maropost web tracking does NOT track anonymous site visitors’ page view activities.
In order to utilize the web tracking features into Maropost, please follow these steps:
- Hover your cursor over the Maropost logo and click on “Web”.
- Next, hover over Web Tracking and click on “New Website”.
The New Website dialog box will now appear.
- (Required) Enter the domain of the website that you want the web tracking script to track and then click the [Save] button. The domain must be publicly accessible.
- (Required) Enter the tag name for this website. The web site tag is utilized if you want to include items from an abandoned funnel in the body of an email.
- (Optional) Enter the fully qualified URL to the mp_processor.html file on your web site. The domain in the URL must be the same as the one you entered for the web site domain. You only need this if you want to use a double redirect mechanism to avoid appending the mpweb query string parameter to any link from an email to your web site.
- The Web Tracking list screen will now show the domain of the web site that you’ve just created. Click on the domain name to open the web tracking details screen.
- Click the Integration tab to view the HTML code for your web tracking script.
If this is the first time that you’re creating web tracking for your web site, the screen will be blank. Click the [Script Builder] button on the right hand side of the screen, and then click the [Submit] button.
The Maropost web tracking script only tracks page views of known contacts who have clicked a link in a Maropost-sent email in order to view the landing page on your web site. It does not track anonymous site visits at present. This ability will be available after a future upgrade.
When a contact clicks a link sent from Maropost, a query string parameter called mpweb will automatically be appended to the destination URL of your landing page. The purpose of the query string parameter is to set cookies in the contact’s browser that the web tracking script needs to identify your account ID, the campaign ID, and the contact ID.
The Tracking Script’s Built-in Versioning
As you look at the file name of the web tracking script, you’ll note that versioning is included. Each time you make a change to the web tracking script using the Script Builder, the next version number will be automatically added to the script’s file name. The reason for this approach is to force browsers to reload the script each time you make a change to it using the Script Builder.
You do not, however, have to re-deploy your web tracking script every time you make a change to the script’s configuration. Regardless of what version you have included on your web pages, Maropost Marketing Cloud will always ensure that the browser always loads the most recent version of the web tracking script. You will, however, see a warning note displayed in the web tracking script editor informing you that a contact has recently viewed a web page that has an out of date version of the script.
Once you have configured your web tracking script to the point that it is working as expected, copy the latest version of the script tag from the screen and paste it into your web site or your 3rd-party tag manager.
If Your Web Site is Using a CMS with Page Caching Enabled
The value of the mpweb query string parameter will be unique for each contact. This uniqueness may interfere with your Content Management Systems’ (CMS) page caching feature depending upon how you have set it up. Maropost Marketing Cloud provides an alternative configuration option that provides a more seamless experience with these CMS’s.
The Integrations page includes an HTML section that displays a bit of static HTML code that you would need to add to your web site. Create a file named mp_processor.html and paste in the HTML code that you’ve copied from this screen. Place the file in the root directory of your web site. This page must be publicly accessible.
Once this set up is enabled, then when a contact clicks a link in a Maropost-sent email, the link will momentarily redirect to this page where the required cookies are set in the contact’s browser. The advantage to this approach is that the mpweb query string parameter will not be appended to the link URLs and CMS’s page caching will work properly.
Basic Web Tracking
When a contact clicks a tracked link included in an email sent from the Maropost Marketing Cloud, the contact ID and the campaign ID will be be automatically set as cookies in the contact’s browser. The web tracking script reads those cookies in order to attribute the page views to the contact and to the campaign.
By default, the Maropost web tracking script will record only the page title, the domain and path of the page URL being viewed, and of any external links included in those pages. It will not record the query string parameters. This omission is intentional; otherwise clients who use web analytic (i.e. Google Analytics, Adobe Analytics, WebTrends, etc) query string parameters will be left with hundreds of thousands of separate URLs that are identical except for the query string parameter values with only a single page view for each.
You can, however, override the default URL as it is stored using Advanced Web Tracking below.
Advanced Web Tracking
To customize your web site’s tracking script, click the [Script Builder] button that is displayed on the right hand side of the screen on the Integration tab.
The Script Builder features four tabs: Contact, Page, Funnels, and Orders. Click each tab to enter your own customization to the web tracking script. When you are done, click the [Submit] button. When you do so, a new version for your web tracking script will be automatically included in the file name of the script.
- Contact – use this tab to pass values collected from your web site into your Contacts database.
- Page – use this tab to override the default page URL and page Title that the web tracking script records.
- Funnels – use this tab to define web funnels that you will use to track completion of a series of actions on your web site such as completing a shopping cart purchase, finishing a membership registration form, or completing a survey or questionnaire.
- Orders – use this tab to pass purchased items from your shopping cart’s Thank You page into Maropost Marketing Cloud’s Product/Revenue database.