How to build audiences using web tracking data

Note: You must have the Ascent360 "web tracking pixel" installed on your website to begin collecting this type of data in the platform. Once the pixel is installed, you will begin seeing tracking data in Audience Builder (under the "Web Tracking" section of the Fields Library):

Web tracking definitions:

  • Visit Date – the date on which a customer visited any given page on the website being tracked. You can select specific dates or a dynamic date, just like other date fields in Audience Selector.
  • Page Name – the specific page name of the page a customer visited. Only page names that have a tracked visit will appear.
  • Page URL – the URL of the page that a customer visited. Only pages that have a tracked visit will appear.
  • Referrer – the site which the customer was on prior
  • Last Visit Page – this is the last (or most recent) page a customer was tracked on
  • Last Visit Date – the most recent date which a customer was tracked
  • Total Pages Visited Last 90 Days – the aggregate count of pages a customer visited in a 90 day rolling timeframe

How to use web tracking data for marketing 

Just like the other fields in Audience Selector, these fields can be used individually or in combination with other fields. Common use cases include:

  • Create an abandoned browse campaign that targets people who have browsed but not purchased certain products.
  • Re-engage customers based on known last visit date. 
  • Reinforce a targeted message by utilizing Page Visit in combination with recent email behavior.

How does the web tracking pixel work?

The Ascent360 web behavior tracker requires a known user to receive an email, click on a link, and browse your website to match to your existing database. Web tracking metrics will differ from Google Analytics and other digital analytics vendors' metrics due to differing attribution methodologies. Please reach out to us with any questions.