Introduction to web activity tracking
Web activity tracking in Engage is the online tracking of a contact's website activity. Using cookies, it allows the activity of both anonymous and identified contacts to be tracked.
Reading this guide will help you to understand about:
Identification and cookies
Abandoned carts
Product views
Identification and cookies
The foundation of web activity tracking is identification and cookies. A contact can be identified through the script in two ways:
Through an email link (sent from Engage) that takes them to the website.
Through being identified by the website by, for example, signing in, in which case the method setContactId() is called.
The script, once implemented, will generate a unique client ID and store it in a first-party cookie named _va. All web activity on that browser will then be linked to that client ID via the cookie. When that user clicks on a link in an email from Engage, the tracking script reads the contact ID from the URL (vtid) and stores it in a cookie named _vaI. With this method, all web activity can be connected to a specific contact in Engage.
Read more about identification here.
Abandoned cart
The tracking script enables abandoned cart functionality. By registering every state of a user’s cart, Engage is able to receive information about cart abandonment and use this to trigger automation workflows.
How to get started:
Configure a product feed, read more here.
Implement the tracking script, read more here.
Track cart changes, read more here.
If you want to learn more about abandoned cart from a user's perspective, check out Help Center.
Products of interest
By tracking which products a user interacts with, Engage can calculate a list of products of interest. This can then be used in, for example, segmentations. This data will also be a part of the algorithm that calculates Engage's product recommendations.
Configure a product feed, read more here.
Implement the tracking script, read more here.
Track product views, read more here.