Anonymous Clickstream Tracking

Anonymous Clickstream Tracking

Anonymous Clickstream Tracking in Delivra enables you to capture and store web browsing activity from visitors on your website—before they even subscribe. This feature links historical page view data to a contact record once the visitor signs up for your list, allowing for smarter segmentation, more personalized automations, and improved lead scoring.

What It Does

Once activated, Anonymous Clickstream Tracking logs which pages anonymous users view on your website. This tracking data is stored for up to 30 days, and if that visitor later subscribes to your email list and clicks a tracked email link, the previously anonymous activity is merged into their contact record. You can then view this information:

  • In Clickstream reports
  • On the individual contact record view
  • And apply it in segmentation, automation conditions, and lead scoring rules

This feature helps bridge the gap between anonymous interest and known customer behavior, giving you a fuller picture of your audience’s journey.

How It Works

To enable Anonymous Clickstream Tracking, follow these steps:

  1. Navigate to Settings > Integrations > Clickstream / Browse Tracking in your Delivra account.
  2. Click the “Clickstream / Browse Tracking” button.
  3. In the pop-up, select the information icon to access your account-specific JavaScript.

The provided JavaScript snippet must be implemented on your website. Once placed, it drops a cookie in the user's browser to track browsing behavior. When a user:

  • Subscribes to your mailing list and
  • Clicks a tracked link in one of your emails

...the stored browsing data becomes associated with their contact record.

💡 There’s also a separate JavaScript available specifically for purchase and cart tracking if you want to capture more e-commerce-specific actions.

Where to View Anonymous Clickstream Data

Anonymous Clickstream data is stored in Delivra, but it is not visible until it is associated to a contact in your account. Once associated to a contact, all Clickstream data is viewable on the contact's Profile:
  1. Navigate to your Contacts dashboard.
  2. Use the search tools to locate a specific contact.
  3. Edit the contact, then click on Engagement under the Options section.
  4. In the Engagement view, click the Click Streams header to view all associated data.

How to Use Anonymous Browse Data

Anonymous Clickstream data can be leveraged just like standard browse tracking once it has been associated to a contact. Here are key applications:
  1. Segments: Build groups of subscribers based on pages visited before they opted in.
  2. Triggered Segments: React dynamically to subscribers who visited specific pages pre-conversion.
  3. Automation:
    1. React to past visits: Trigger actions within a workflow based on past anonymous browsing.
    2. Wait for visits: Pause a contact in automation until a specific page is visited.
  4. Analytics: Identify which website content drives engagement and conversions.
  5. Lead Scoring: Increase or decrease scores based on URL categories browsed before subscribing.

Best Practices and Tips

  1. Use page tagging: Customize the JavaScript to tag your pages by category. This enables more meaningful scoring and segmentation, such as “Browsed Livingroom Furniture” rather than listing every product page.
  2. Incorporate into lead scoring: Add Clickstream data to your lead scoring strategy to better identify engaged prospects before they convert.
  3. Use for personalization: Build segments or dynamic content rules based on the specific product categories or service areas visitors have browsed.

Practical Use Case

  1. Behavioral Campaigns: Trigger automations based on anonymous page visits that are later matched to a contact—like a nurture series for contacts who viewed product pages but didn’t convert.
  2. Tailored Content: Display targeted messaging in emails or landing pages based on known browsing categories.
  3. Sales Enablement: Give your sales team deeper insights by including anonymous pre-signup activity in CRM workflows.

Key Notes

  1. Anonymous Clickstream tracking is only available on our Enterprise license. Contact your Customer Success Manager at success@delivra.com if you are interested in this feature.
  2. The cookie tracking window is 30 days, so encourage timely conversions to maximize tracking effectiveness.

If you have questions or need help setting up Anonymous Clickstream Tracking, our Support team is happy to help. Reach out at support@delivra.com.

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