Set up Web Tracking

Use Web Tracking to observe the interactions of your contacts with the call to actions in your messages or with the pages they visited in your website. The Web Tracking data will be stored in your Flexmail database, so you can use it to easily optimise your marketing strategy and be sure that you are always providing the best experience for your audience.

Web tracking is an extra paid Flexmail feature. Please, contact our sales team for more information.


Before setting up Web Tracking, there are a few preparations that need to be made first.

Place tracking code

A tracking code must be placed in the header or footer of the page you want to track. The tracking code will link the pages you want to track to your Flexmail account. You can find and copy your tracking code in Profile > Web Tracking.

Set up conversion goals (optional)

Conversion goals represent the last step of your funnel. You actually measure whether the goal of your campaign has been reached. For example, this could be the success page of an order. This way you can measure exactly how your email campaigns have contributed to your turnover. In other words, comparable to conversion goals in Google Analytics. 

To set up a conversion goal for a page, you go to Settings > Web Tracking and you click on Add new Web Tracking. Give a Name to the goal. In the Value field, enter the average revenue that this goal represents. For example, enter 250 as a value. This way you will soon be able to see exactly how much turnover your email campaign has contributed to.

Enter the desired link in the Action URL field. If you add multiple URLs to a particular conversion goal, this means that both pages must be visited in order to reach the conversion goal. You can also add a value to the different URLs to indicate how much this page visit counts towards your ultimate goal.

This value can be used, for example, for purchases with different prices, but also to indicate which actions are more valuable than others, such as filling out a form on your website or clicking through to another page.

Create interest labels

You can also create one or more interest labels before you can set up your Web Tracking. Interest labels will take care of categorising the visitors of the pages you are tracking.

Set up a Web Tracking link

After you have finished with the preparations above, you are ready to set up your Web Tracking.

  1. Go to Automation > Web Tracking section of your Flexmail account.

  2. Here you will be able to see the names of all the links you are tracking as well as the interest labels they belong to. Click on Create new link.

  3. First you will need to enter a Link name and then select an Interest label. Visitors that click on the link will become members of that interest label. Now place the URL of the page you want to track. You can add more links by clicking on the Add URL button. You can assign a value to the different links to determine after how many page visits your contact should be added to the interest label.

    You can also use a * as a wildcard to combine pages with similar content instead of having to enter those pages separately. For example, let's say we sell food for pets, and we want to track all the cat food pages. We will add the page containing the cat food pages and add the * symbol at the end. Our URL field would look like this:*. This way, all the links this page contains will be tracked instead of having to enter each product page separately, and we can not only link the visitors to an interest label, but also see which cat food types and brands are preferred the most. 

  4. Finally, click on Save to finish with Web Tracking set up. 

You can find the web tracking results in your reports. You can use the web tracking results to segment your contacts, improve and personalise the content of your messages and website. You can also base your workflows on Web Tracking.

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