Overview
Integrating web tracking with our Customer Data Platform allows you to unlock activation possibilities based on user navigation data.
You can :
Personalize your email designs
Enrich your customer journey through automations
Enrich your customer knowledge.
Using Web tracking is a two steps process :
setting up the data collection with our CDP on your e-commerce. Please take a look at the technical documentation if you want to know more
using the data in Marketing Automation to target the right recipients and personalize the email campaigns sent to them, as well as creating automated campaigns based on web navigation.
Setting up the Web Tracking
Our Web Tracking feature seamlessly integrates with your systems in just one hour on Google Tag Manager. To be compliant with data privacy regulations, Splio only tracks users with their consent granted and must have a Consent Management Platform to meet this requirement.
Please make sure to update and mention Splio in your partner’s privacy terms and conditions. Depending on the CMP used you should also mention Splio and apply the cookie to the right category.
Read more on our technical guide for details.
Understanding data collected by the Web Tracking
Our Web Tracker collects:
page views
product views
added-to-cart events
This data is then activated through pre-computed attributes in Custom Audience Filter within the CDP, and then the audience is duplicated as a group in Marketing Automation.
Cookie Matching
We support through our CDP the reconciliation of anonymous users and logged-in users over a period of 30 days. This means that a user navigating and logging in or creating an account from the same device will allow us to attach the related data to the logged-in user.
Using Web Tracking data in Custom Audience Filter and one-shot campaigns
In Custom Audience Filter
As soon as your Web Tracking is set up and gathering data, you will have access to the following pre-computed attributes in Custom Audience Filter :
navigation data > Add to cart allows you to target users who have added one or several products to their cart in your e-commerce
navigation data > Page view allows you to target users who have visited a specific page of your e-commerce
navigation data > Product view allows you to target users who have clicked on a specific product of your e-commerce
For each of these attributes, you have access to many sub-attributes enabling very precise targeting:
on a specific timeframe
a specific product
a specific URL
…
In One-shot campaigns
Once your audience is saved in Custom Audience Filter, it is automatically created as a group in Marketing Automation > Target, and you can use it as a population in your one-shot campaigns.
Personalizing emails with Web Tracking data
In your one-shot campaigns, you can personalize the email content based on the navigation data collected by the Web Tracking feature.
You can for example use the last product viewed by a customer. This includes recommendations for the last products viewed (up to 6), boosting email engagement and conversions. Look at the image for an example of how it is used in Designer > Saved Content.
To know more about our personalization possibilities in Designer, please take a look at our dedicated section.
Creating an automation based on add-to-cart behavior
Add-to-cart data in Marketing Automation abandoned carts
The add-to-cart information is not always provided by your e-commerce solution. Sometimes, only the abandoned checkouts is available.
Thanks to Splio's web tracking you can have more information and boost your conversion.
Automation campaign
When this data is available, you can create an Abandoned cart automation in Campaigns, then limit your campaign to add-to-cart events using the abandoned cart custom field (see the second image).