Advanced tracking for Marketing Automation

The general Brevo tracker and use of the Identify method are enough to build workflows based on the pages visited or on information provided during subscription. However, you can configure Brevo Automation to gather more specific information about the behavior of users who visit the website. 

Different types of tracking

Tracking visited pages

The tracker you have copied onto your website automatically tracks page visits.

You can edit it to personalize it even further. Click here to find out more.

Tracking forms

If you use the subscription form provided by Brevo, subscription tracking is done automatically.

If you use another type of form, you can always track your subscriptions using custom tracking (see Track events).

Tracking links

To track clicks that do not generate visited new pages, you have a third tool: the "trackLink" function. A typical example is when a PDF is downloaded. You could use an event in most cases, and this is what we recommend to all Brevo Automation users who do not have programming skills.

The trackLink function provides a technical benefit: the initial parameter is not a name to be specified each time (as with events), but the DOM element clicked on.

Technical documentation on the TrackLink function.

Track events (abandoned carts, completed purchase, etc.)

This is the tool you will probably need the most. You can use the "Track" function to track some actions your contacts perform on your website and send an event to Brevo Automation – for example, a product purchase – along with certain attributes: product category, product name, special offer, price, etc. You can then use all this information to build a workflow, e.g. to send a series of emails to everyone who bought a product from category A that cost more than €100.

Basic track events

The 3 basic track events you can track in an Automation workflow are:

  • cart_updated: when a cart is created or updated
  • cart_deleted: when products are deleted from a cart
  • order_completed: when a purchase is made

These 3 track events can be automatically created using a Brevo plugin, or manually created if your plugin doesn't create track events or if you don't use a plugin.

Advanced track events

However, you are not limited to these 3 basic track events, you can go further and manually create more track events such as:

  • when a contact clicks a specific button on your website,
  • when a contact purchases a specific product,
  • when the order is shipped or delivered, etc.

Setting up a tracking plan

To make the most of the incredible potential of Brevo Automation, you should do more than simply setting up the main script. Using the Identify method when you have identified users on your website allows you to increase the number of identified contacts that could become the target of your workflows.

In addition, sending specific events to Brevo Automation gives you valuable information about your contacts - information that could become the start point or conditions of your workflows.

To quickly set up a relevant and complete tracking system, we recommend that you create a summary table containing all the identifications/actions that you want to send to Brevo Automation.

For example, the table could look something like this:

Function Where to put the code 1st parameter 2nd parameter
General script Header – All pages N/A N/A
Identify Newsletter subscription $email  
Identify User login $name, $postal_code  
Identify Account creation $email $name, $postal_code
Event Click on the Add to Basket button add_basket $category, $product, $price
Event Purchase confirmation page product_purchased $category, $product, $price
Page Form - steps 1 to 3 Form$step where $step is worth 1, 2 or 3 'title' : 'Form$step', 'url' : ' Form$step ', 'path' : '/ Form$step' 

Validating tracking

Once your technical team has set up the different scripts on your website, the validation phase can then begin. The aim is simply to check that all the information (identifications, events, pages, etc.) that should be returned to Brevo Automation is actually sent. To do this easily, we suggest you use the Logs/Events report, which displays all the sent data.

🤔 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.

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