An overview of Site Tracking

Site Tracking is a powerful feature that connects your marketing and sales processes to your website activity. It allows ActiveCampaign to “see” and then “react” in real-time as contacts visit your site and view specific categories and pages. 

Site Tracking allows you to create marketing and sales processes that leverage behavioral targeting, triggered messages, and granular segmentation, all of which have proven to improve the contact experience and increase conversions.

In this article, we'll discuss:

How is Site Tracking different than your analytics solution?

Analytics solutions, such as Google Analytics, give you statistics about your website activity. It is aggregated data that is meant to identify trends and issues with your website. Site Tracking, on the other hand, gives you insight into what individual contacts are doing on your site. Beyond that, and most importantly, it allows you to automatically create personalized experiences for each of your contacts as they interact with your website.

Using Site Tracking to improve your marketing:

With Site Tracking you can create marketing & sales processes that automatically adapt as your contacts interact with your website:

  • You can trigger a message with a coupon code to send 30 minutes after a contact views a product page of your site... but only if they didn't make a purchase.
  • You can apply a tag to indicate a contact's interest and begin a targeted follow-up sequence after two or more visits to a specific product category.
  • You can fork an automation so you treat a contact differently if they've already viewed a certain page of your site.
  • You can have automations only begin if a contact has viewed a page of your site.
  • You can automatically move contacts to another stage of your sales pipeline when they view 3 or more important pages of your website (such as your pricing, product, and demo pages).
  • You can increase or decrease a contact or lead score on the basis of visits and views of specific pages.
  • You can personalize the content of your campaigns based on what categories of your site a contact has repeatedly viewed (using Conditional Content).

By combining Site Tracking data with other behavioral data (such as email campaign opens, link clicks, and form submits), you can accurately identify exactly what information and products are most important and interesting to each contact so you can target your cross-channel messages with content and offers you know appeal to them. This will increase the relevance of your messages beginning a positive feedback loop that ultimately leads to happier contacts and higher conversions.

How does Site Tracking work?

You place a small snippet of code into each page of your website so that page view data can be sent to your ActiveCampaign account. Site Tracking places a cookie that tracks page views. To associate page view data with a contact, a contact will need to be identified so that the site visits are linked to an email address.

Note that Site Tracking is collecting anonymous page view data for all your site visitors, even before a contact is identified. However, only page view data collected after the identification of the contact will be shown on their contact profile page.

There are three ways to identify visitors:

  1. When they click on a link in a campaign.
  2. When they submit a form created in ActiveCampaign.
    Note that if the form has double opt-in enabled, page views will not be tracked for visitors until they complete the opt-in process. We are not able to identify visitors who submit a third-party form. 
  3. By dynamically inserting the email address of known visitors into the tracking code.
    See the section titled “How contacts are identified” below for more information.

Setting up Site Tracking

Site Tracking is quick and easy to set up. We recommend that everyone set up Site Tracking because it's a core feature that enables more powerful marketing and sales processes.

Turn on site tracking and whitelist domains:

1. Click "Settings" located in the lower left-hand side of your account.

2. Click "Tracking" on the left side of the Settings page.

3. Under Site Tracking, click the red toggle to turn site tracking "On."

4. You'll see a section titled Domain Whitelist and an option to Add Domain.

In the text field, type your domain name (excluding the "http://") and click Add. Your domain will appear above to indicate it is whitelisted:

Your domain will appear above to indicate it is whitelisted:

Add each of your domains (you can include the domains of multiple websites) and be sure you add all your subdomains as well. For instance, some websites host their help articles on a subdomain such as “”

Our site tracking does not assume that a www exists for a URL. It is best practice to whitelist two versions of your domain: one version that uses a www and one that does not.

Install Site Tracking code:

For Site Tracking to work, you need to add tracking code into each page of your website. If you are using a WordPress site, please see our WordPress plugin article

Click into the box displaying the Site Tracking code:

Press Control + c (Command + C on a Mac) to copy the code to your clipboard.

Press Control + v (Command + v on a Mac) to paste the code into your website.

This code should be placed on each page of your site. In general, we recommend placing the code in the footer as this is the easiest way of having site tracking work on all pages. However, you will need to review the documentation provided by your Content Management System (CMS) to make sure the placement of the code is correct. In addition, they may provide a solution that allows you to only paste the code once, and have it display on all pages.

How contacts are identified

The Site Tracking code works without modification. You'll be able to identify visitors when they:

  • Submit a form you created in ActiveCampaign
  • Click a link in a campaign or automation email

Once contacts are identified, the Site Tracking code will be able to track your contacts' visits from that moment forward.

There is a third way to identify your contacts. You can insert their email address into the code if you've already identified them by their email. For instance, if you have a membership site, you might be able to identify them after they log in.

You can dynamically populate the “trackcmp_email” variable with code. If this is too technical for you, note that you do not need to use this option—you can still identify contacts with form submits and link clicks. However, if you are technical enough, this is an additional option available to you.

Once the code is placed on your site, and you've whitelisted your domains, ActiveCampaign will begin collecting data and adding it onto your contact records as contacts are identified.

To read about Site Tracking and the GDPR, click here

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