The Brevo tracker is a powerful tool that connects Brevo apps (such as Automations, Segments, and Conversations) to your website. It monitors your website in real-time, allowing you to use Brevo to respond as visitors take actions like visiting certain pages or submitting forms. This helps you better understand and engage with your contacts.
What is the Brevo tracker?
The Brevo tracker is a tracking code that you can add to your website to monitor activity in real-time. It uses either first-party or third-party cookies to collect data about your visitors and their actions, such as visiting specific pages, and sends this information directly to your Brevo account.
If a visitor is identified, their data is associated to their profile (typically stored in their contact attributes and history), and records of these events can be accessed from the Event logs page.
Once the data is available in Brevo, you can identify the most relevant information for each contact and use it to improve their experience and increase conversions.
Here's an example of how you can use the Brevo tracker:
If a visitor to your website blocks third-party cookies or uses ad/script blockers, they won’t be identified by the Brevo tracker. As a result, their information cannot be sent to Brevo.
Why add the Brevo tracker on my website?
You need to add the Brevo tracker on your website to install or leverage the use of the following Brevo apps:
Set up advanced automations tied to visits and actions performed on your website. For example, if you run an online store, you can use it to send targeted email campaigns to your contacts based on their visits to particular pages or product categories. Additionally, you can automate emails for scenarios such as abandoned carts, birthdays, or welcome messages.
➡️ To learn more, check our dedicated category Automations.
Install the chat widget on your website in one click and start talking with your website visitors in real time.
➡️ To learn more, check our dedicated section Install the Conversations chat widget and connect your communication channels.
Link your website to Brevo and send web push notifications to your website visitors.
➡️ To learn more, check our dedicated section Web push.
Segment your contacts based on the actions they perform on your website, such as when they make purchases. You can go further by identifying specific buying habits, such as how often they make purchases or the products they prefer.
➡️ To learn more, check our dedicated section Filters and segments.
Which events are tracked by the Brevo tracker monitor?
The Brevo tracker monitors the following events on your website:
Once installed on your website, the Brevo tracker automatically tracks when someone submits a form that was created in Brevo.
By default, Brevo tracks the links in your emails even if the Brevo tracker is not installed on your website.
If you installed the Brevo tracker on your website using one of our plugins, it will automatically track the following purchase events:
- cart_updated: When a product is added to a cart.
- cart_deleted: When a product is removed from a cart.
- order_completed: When a purchase is completed.
If you installed the Brevo tracker manually or through Google Tag Manager, additional development is needed to track these events.
You can also create additional custom events to track other actions, such as when someone adds a product to their favorites, clicks a specific button, or completes a lesson. To learn more, check our dedicated developer documentation for JS and REST.
How to use the data from the tracked events in Brevo?
Once an event has occured at least once, meaning someone has performed the action on your website, such as adding a product to their cart, the event and its data will appear in the following locations in Brevo:
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Event logs
Every time an event occurs, its details will appear in your Event logs. You can then check your logs to identify a contact's position in an automation, detect blockages, and understanding why certain communications have not been received.
➡️ To learn more, check our dedicated article What are automation logs? (workflow logs, event logs, contacts in workflow). -
Automations
After an event occurs for the first time, related triggers or actions will appear in the automation editor. You can then use them to configure advanced automations tied to visits and actions performed on your website.
➡️ To learn more, check our dedicated article Available triggers, actions, and rules in an automation. -
Segments
After an event occurs for the first time, it will show up as a filter in the segmentation tool. This allows you to use it to segment your contacts or refine the trigger of an automation.
➡️ To learn more, check our dedicated articles About segments and Use a trigger to start an automation.
How are visitors identified?
Brevo can associate data collected by the Brevo tracker with a contact only if the visitor is identified. By default, when the Brevo tracker is installed, a cookie (visitor_id) is placed on the visitor's computer. The visitor can then be identified and associated with an existing contact in your Brevo account after they:
- Create an account or log in to your website.
- Click a link in a transactional email sent from Brevo, provided the link redirects to a page on your website.
- Submit a form created in Brevo.
In other words, the Brevo tracker can only identify contacts who have performed these specific actions.
Identify other website visitors [Advanced]
The identify method is an advanced functionality that allows you to identify website visitors who haven’t performed the actions described above. You can use multiple identifiers, such as email address, phone number, or WhatsApp number, to identify visitors. Additionally, this method allows you to update existing contact attributes in Brevo and create personalized automations.
➡️ To learn more about the identify method, check our dedicated developer documentation for JS and REST.
Install the Brevo tracker on your website
You can install the Brevo tracker from Automations > Settings > Tracking code. We offer three installation options. We strongly recommend using one of our plugins. If your online shop isn't compatible with our plugins, you can use Google Tag Manager or manually install the Brevo tracker with the help of your developers.
🔌 Option 1: Use one of our plugins [Recommended]
We strongly recommend this method, as it's the easiest option and requires no coding.
If your website is on one of these platforms, you can use our plugins to install the Brevo tracker in just a few clicks:
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➡️ To learn more, check our dedicated article Install the Brevo tracker using one of our plugins [Recommended].
🏷️ Option 2: Use Google Tag Manager
If you're using another platform for which we don't have a plugin for, we recommend you use Google Tag Manager to install the Brevo tracker.
➡️ To learn more, check our dedicated article Install the Brevo tracker using Google Tag Manager.
👩💻 Option 3: Install the Brevo tracker manually [Advanced]
As a last and more advanced option, you can manually add the Brevo tracker to your website. We recommend having a web developer install the script, as it typically takes just a few minutes.
➡️ To learn more, check our dedicated article Install the Brevo tracker manually on your website [Advanced].
⏩ What's next?
🤔 Have a question?
If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.
If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo expert partner.