How the SegMetrics Tracking Pixel Works
Once you’ve installed your SegMetrics tracking snippet on all pages of your website and landing pages, we’ll begin collecting visitor data and send that data into our database.
Let’s take a look at a basic web tracking example:
Say you’re running an ad on Facebook or Google, or a visitor finds your site directly through a Google search and lands on a page with your SegMetrics tracking pixel installed. At that point, we’ll start tracking the visitor’s web activity on your website, even before we know who they are.
So, what happens once the visitor lands on your site?
- Your SegMetrics tracking pixel assigns a unique ID to the visitor. Let’s use an ID of “1234” as an example
- The user is then cookied for 365 days
- The anonymous visit is sent back to your SegMetrics database
Here’s a visual example of that anonymous web visit:
At this point the visitor is anonymous. Until we know who the person is by their email address, we’re unable to display information about that contact in your account or reports.
When the visitor opts in with their email address, we’ll be able to piece that information together and backfill their previous web activity from when they were browsing anonymously, even if the visitor leaves and returns at another time.
How does SegMetrics piece that information together to identify the visitor?
- The anonymous visitor provides their email address, let’s use “firstname.lastname@example.org” through a form being tracked by your tracking pixel
- We know the visitor’s unique ID is “1234” from when the visitor first landed on your website
- SegMetrics identifies the visitor by their now given email address and the visitor becomes a contact in your CRM and associates the unique ID to email@example.com
- SegMetrics updates all anonymous visits that match the unique ID and associates that data with firstname.lastname@example.org
- SegMetrics builds up the contact journey for email@example.com
Here’s a visual example of how the anonymous visitor becomes identified by SegMetrics:
What happens if the now identified visitor browsers on a new device?
- John clicks a link in an email you send from another device
- We assign a unique ID, let’s say “5678” for example
- The visitor gets cookied for 365 days
- Visitor is identified
- SegMetrics matches the ID of “5678” to firstname.lastname@example.org
- Update all anonymous visits from the visitor and associate that activity with email@example.com
Here’s a visual example of how John is identified even after a visit from another device:
Now that the contact (John) is identified and is housed in your CRM, any other integrations where John lives, such as your payment processors or ads platforms, SegMetrics will be able to pull that data together.
This is how SegMetrics is able to associate the purchases John has made and associate that revenue to the contact and report on John’s lifetime value. It’s also how we’re able to associate link and ad campaign clicks to report on web visits, ads and revenue attribution back to the contact.
Once the journey is pieced together our algorithms can match all of that activity back to the contact to build out the reports you run in your SegMetrics account.
Here’s a visual representation of how SegMetrics matches all of that data together for the contact: