Supported CRMs

Pipedrive, Copper, Hubspot

Available on

Starter, Growth, Enterprise

This article covers:

  1. What is web tracking and why is it useful?

  2. How to identify leads, track their lead source and website visits

  3. Stay compliant with regulations like GDPR and CCPA

  4. Tips, observations, and useful definitions

  5. Setting up tracking for Mailchimp campaigns

What is web tracking and why is it useful?

There are many website visitor tracking tools out there, each serving its own use case.

Outfunnel's website visitor tracking feature shows you which leads are visiting your website, where they come from, and which pages they've been on. And naturally, we sync all of this data to your CRM.

This way you’ll know who is more interested in your products and services, what they’re interested in, whether they’re more likely to buy, and which channel converts best.

Web visitor tracking is also a key part of our lead scoring feature, allowing you to save time by focusing only on the highest-scoring leads.

How to identify leads, track their lead source and website visits

Step 1. Add Outfunnel tracking code on your site.

You’ll find your tracking code in the Web section of your Outfunnel account. See here for installation instructions.

Once you've added the tracking script on your website Outfunnel can start tracking your leads. Here's how it works:

A lead arrives on your website that has Outfunnel’s tracking script. The user is then assigned an anonymous ID that is stored in the browser’s local storage without an expiration date. When the same lead arrives on another page on your website later, we then look up the anonymous ID and associate the visit with them.

Step 2. Identify web visitors from form fills or by sending email campaigns

In order to associate the anonymous ID with contact details we need to identify them. Outfunnel identifies your website visitors automatically when leads:

  • Fill in any HTML form on your website

  • Fill in a supported iframe form on your website

  • Click on emails sent from Outfunnel

  • Click on emails sent from Mailchimp (to activate, please enable e-commerce tracking - see here for instructions)

  • Coming soon: chatbots, 3rd party email tools

The more people click on your emails or fill in the form, the more people Outfunnel can identify, so we recommend sending a campaign or two with a very attractive call-to-action or offer to increase the number of people Outfunnel can identify.

Once identified, Outfunnel also records how the lead first landed on your website:

  • Lead source: UTM tags are recorded automatically. If no UTM tags are present, Outfunnel auto-detects source and medium

  • Referrer: The webpage the lead visited before arriving on your website. For example, or any other webpage. If the user typed in your website address to the browser directly no Referrer is present

  • Landing page: The first webpage the lead visited on your website

Enriched profile in the CRM

Based on this information you can measure the effectiveness and ROI of your marketing campaigns and channels. See here for more info.

Note: If an identified lead clears their local storage or visits your website from another browser/device, they will be assigned a new anonymous ID. If the new anonymous ID is identified again and the email matches the previously identified email then their profile and visits will be merged.

Step 3. See website visits in Outfunnel

We recommend testing this first with a form on your website. After filling in the form you should see the web visit appear in the Visitor feed in one minute. We’ll show you the time of the visit and the pages visited.

If the web visit data does not show after a page refresh, please reach out to our support team.

Step 4. Sync website visits and contact source information to your CRM

Go to Outfunnel > Web > Engagement recording and configure website visit recording. This automation allows you to configure how website visits and contact source is recorded in the CRM.

  • Webpage visits allow you to see what someone might be interested in.

  • Lead source shows how your leads first landed on your website. (Eg. a link from another website or a newsletter). For best results, we recommend using UTM tags for your email campaigns, ads, and any other campaigns.

  • Make sure to check out the Channel report to see which channels convert best.

In order to increase usefulness to salespeople, we post web visits and the lead source information to the CRM 5 minutes after the lead’s last activity on your website. This is what we call a web visit session.

For example, it’s possible to have an activity created in your CRM that covers a 40-minute session, a 5-minute session, or any other time period based on lead activity. If the lead then visits your website after 5 minutes of inactivity a new web visit session is created and the page views are synced under a new activity once another 5 minutes of inactivity has passed.

Stay compliant with regulations like GDPR and CCPA

If you’re based in European Union or selling to people based in European Union, make sure your website’s Privacy notice and/or Cookie notification covers consent to track people’s website visits. CCPA makes a similar requirement regarding residents of California.

We’ve provided further instructions in this article.

Tips, observations, and useful definitions

💡 Web tracking activity and lead source is synced to CRM 5 minutes after the lead’s last activity on your website. The visit appears under the Outfunnel visitor feed almost immediately.

💡 Outfunnel does not create contacts in your CRM from web tracking. We recommend using our connector, the form's native connector, or a 3rd party tool to create contacts in your CRM from form fills.

💡 Visitor is not identified. There may be various reasons why a visitor is not identified:

  • When using non-custom forms, please use the standard class settings in the forms. Changes in class settings may break the lead identification. If you are running into issues with the leads not getting identified, please reach out to us via chat.

  • Not all iframe forms are supported. We currently support Jotform and Hubspot Forms. We currently don't support embedded Calendly, Pipedrive forms, Typeform, Paperform, and Unbounce forms(popup, sticky bar). If your form is not mentioned here, please reach out to support to see if it can be supported.

  • If the visitor is not identified from Mailchimp, please see below for instructions.

💡 What to keep in mind when you’re using Mailchimp to send marketing emails (and would like to use our web tracking feature)

  • Because we’re using Mailchimp’s e-commerce link tracking feature, you must have your Mailchimp account linked with Outfunnel. You can do that if you navigate to the Connections section in Outfunnel and follow the instructions there.

  • Outfunnel uses Mailchimp’s e-commerce link tracking to match email addresses (and so, your leads) to website visitors. All you have to do to start tracking website visitors is to tick “E-commerce link tracking” every time you send out a campaign.

First, find Settings & Tracking as you’re composing a new campaign, and click Edit.

Then tick the e-commerce link tracking checkbox.

Please note that e-commerce link tracking can be activated for both one-off campaigns and automated campaigns. For the latter, navigate to Campaigns > Ongoing and click on the name of the automated campaign. Then click on Edit Workflow Settings and tick the e-commerce link tracking checkbox.

PS: There is currently no option in the Customer Journey settings that can either enable or disable the e-commerce link tracking. This means that Outfunnel is not able to track web visits from Customer Journey campaigns at the moment.

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