Introduction to Clickstream

Introduction to Clickstream

Clickstream in Delivra helps you understand what contacts do after they click through your emails—by tracking their activity on your website. It shows which pages they visit, how long they stay, and whether they complete key actions like making a purchase. This insight lets you build smarter automations, improve segmentation, and connect email campaigns to real business outcomes.

How Clickstream Works

When a contact clicks a link in a Delivra email, a cookie is placed on the recipient's browser. That contact's behavior will be tracked on all pages of your website that has Clickstream code in place, and this data is associated directly with the contact in Delivra.

Clickstream captures the following behaviors:

  • Page visits

  • Click paths (navigation order)

  • Time spent on each page

  • Purchase confirmation (if configured)

This data is then saved to each contact record in your account for use in reporting, scoring, and automation.

Setup Summary (At a Glance)

To start using Clickstream:

  • Identify the web pages you want to track.

  • Install the provided JavaScript snippet before the </body> tag on each page.

  • Use a separate script on purchase confirmation pages to capture order data.

  • Optionally customize tracking with features like:

    • Manual pageview tracking

    • Domain persistence (for cross-domain tracking)

    • Meta tag-based tagging for advanced segmentation

You’ll also want to test your setup using internal test campaigns and verify results in reporting dashboards.

Tracking is made possible by dropping a cookie on the subscriber's browser. After implementing the Clickstream javascript on your website you may want to consider updating your general privacy and cookie notices.
To assist in that, we've provided the following:
  1. The "name" of the cookie
  2. A brief description of the cookie's functionality or the functionality it enables.
  3. The retention period of the cookie
  1. dlv-emuid - email contact id GUID - retention period is 1 year
  2. mid - email contact id INTEGER (legacy) - retention period is 1 year
  3. dlv-smuid - sms contact id GUID - retention period is 1 year
  4. dlv-auid - anonymous user contact id GUID - retention period is 1 year
  5. dlv-leadft - lead source first touch source/medium - retention period is 1 year
  6. dlv-leadlt - lead source last touch source/medium - retention period is 1 browser session
  7. dlv-leadgclid - lead source google click identifier - retention period is 1 browser session
  8. dlv-leadfbclid - lead source facebook click identifier - retention period is 1 browser session
  9. dlv-leadlandurl - lead source landing url - retention period is 1 browser session
  10. dlv-issms - whether the contact is for email or sms (legacy) - retention period is 1 year
  11. dlv-mlid - mailing id INTEGER - retention period is 1 browser session
  12. ml - mailing id INTEGER (legacy) - retention period is 1 browser session
  13. dlv-suid - session id GUID - retention period is 1 browser session

Best Practices and Tips

  • Install comprehensively: Include the script on all key paths—landing, conversion, and intermediary pages—for a complete view.

  • Tag thoughtfully: Use page tags or metadata to organize traffic into meaningful segments.

  • Track purchases: Capture order ID, item quantity, and revenue to tie campaign efforts to ROI.

  • Respect privacy: Update your cookie notice to reflect the use of Clickstream cookies and their retention policies.

Practical Use Cases

  • Behavioral Triggers: Start an automation when a contact visits a specific product or pricing page multiple times.

  • Lead Scoring: Increase points for contacts who browse high-value content or make repeat visits.

  • Sales Alerts: Use Lead Alert blocks to notify your sales team when a tracked contact returns to your site.

  • Conversion Optimization: Review pathing data to understand where visitors drop off and fine-tune your website journey.


    • Related Articles

    • 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 ...