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This article covers:
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
Here's how Outfunnel's web tracking works:
Lead arrives on your website that has Outfunnel’s tracking script.
They are 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.
A lead gets identified once they fill in a form on your website or click on a link in your marketing or sales email that leads to your website
You'll get access to their lead source, the country they are visiting from, the pages they have visited, and the session length
Here's how to get started:
Step 1. Add Outfunnel tracking code on your site. See instructions
Step 2. Identify your first web visitor from a form fill or email campaign
Outfunnel can identify a lead in any of the following ways:
Fill in any HTML form on your website
Mailchimp Forms, Gravity Forms, Webflow, Unbounce, Contact Form 7, Hubspot HTML forms,
Wix forms, Elementor Forms, etc.
Fill in a supported iframe form on your website
Hubspot iframe and some other select iframes. Please reach out to support to confirm your iframe form is supported.
Fill in a Calendly form
Calendly must be embedded on your website.
Click on emails sent from any marketing platform or sales enablement tool
See here for instructions on how to create tracking links
Click on emails sent from Outfunnel
Go ahead and submit a test form on your website or click on a tracked link in your email to identify your first lead.
Step 3: See the web visits of the identified leads
After a lead has been identified they appear in the Identified visitors feed within a 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.
The more people click on your emails or fill in the form, the more people Outfunnel can identify, so we recommend adding the tracking links to all marketing and sales emails to increase the number of people Outfunnel can identify.
Step 4. Setup CRM workflows
Workflows allow you to sync website visits and contact source information to your CRM. Next to page views Outfunnel also records how the lead first landed on your website with the following parameters:
Lead source: UTM parameters are recorded automatically. We support source, medium and campaign parameters. If no UTM tags are present, Outfunnel auto-detects the source and medium
Referrer: The webpage the lead visited before arriving on your website. For example google.com, facebook.com, 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.
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
💡 5 min sync delay to CRM. 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.
The visit appears under the Identified visitors 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.
💡 What if a lead clears their local storage or uses a different browser? 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.
💡 Visitor is not identified. There may be various reasons why a visitor is not identified:
Not all iframe forms are supported. We currently support Jotform and Hubspot Forms. We currently don't support 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.