Web tracking enables data-driven decisions by providing a comprehensive view of how your email subscribers interact with your website after clicking email links. This helps optimize email marketing ROI by connecting email engagement with actual website behavior, purchase patterns, and content preferences, which typically leads to better campaign results and more effective audience segmentation.
When properly configured, web tracking streamlines your workflow by automatically capturing visitor data and connecting it to your email marketing efforts, enabling you to measure campaign effectiveness and identify improvement opportunities across the entire customer journey.
Maropost provides web tracking as the final component required to give email marketers a 360-degree view of their customers. The primary purpose of promotional email campaigns is to drive traffic to websites where products are purchased, content is viewed, and white papers are downloaded (to name a few uses).
As the name implies, web tracking tracks the pages on the website that your contacts view after they land on the website from the email.
Note: You can use Maropost's web tracking to record anonymous site visits and their viewing activities, plus contacts who have at one point in time clicked an email link (sent through Maropost) that has redirected them to your site, which has a web tracking script embedded in it.
Managing Web Tracking
On the Web Tracking Index page, you can add your websites to enable the web tracking feature. You can view and manage all the websites you have previously added to the page.
To access the Web Tracking Index page, in the Navigation, go to AUDIENCE, and click Web Tracking.
Web Tracking Capabilities – Basic and Advanced
Maropost supports basic and advanced capabilities for web tracking. You can use the basic capabilities of web tracking for simple tracking, such as recency and frequency of page views. To learn more, see Basic Web Tracking.
The advanced capabilities can be used for attributing e-commerce product purchases to email campaigns, tracking web funnels for completions, abandonment, and conversions, and displaying personalized content within emails based on machine-learned content preferences. To learn more, see Advanced Web Tracking.
Similar to the integration feature that allows you to import data such as order information from your various accounts (Neto, Shopify, Retail Express, etc.) to Maropost Cloud, with the help of Web Tracking, you can capture order data and view them as well. To learn more, see Capturing Orders Using Web Tracking.
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