Beacon Website and Event Tracking

Sendlane’s Beacon tracking pixel allows you to follow your Contacts through their entire customer journey, from pages viewed to purchases made, even if you don't use a deep data eCommerce integration!

Using Beacon event tracking or conversion rules, you can target your audience to the right message at the right time.

In this article, we'll dive into a full overview of how Beacon works. We'll also cover:

🚦 Before Getting Started

Make sure you have access to your website's source code to install Beacon

How Does the Beacon Pixel Work?

Sendlane’s Beacon tracking pixel collects information about your Contacts' pageview and purchase activity. For the pixel to begin tracking, the viewer must opt into your marketing emails and then open an email from you.

🚨 Important Notes

  • The Beacon tracking pixel is not able to track unidentified or anonymous viewers
  • Once tracking begins, please allow up to 24 hours for reporting to populate accurately

Types of Tracking

Type of Tracking Description When to Use
General
Tracks site visits as soon as the code is installed with no event or rule setup needed To monitor website views and overall engagement
Event Tracking
Tracks visits to a specified URL To send suggested product Automations or promo codes
Conversion Rule
Assigns a specified dollar value to visits to specified pages, most often used to track purchases via checkout landing page To send post-purchase followups and information about similar products

Set Up General Tracking

Head to the Beacon tab of your Account page, click Get Beacon Code > Copy code. Copy the script into your website header code to track page visits!

Set Up Event Tracking

Head to the Beacon tab of your Account page, click Create Event > Enter a Name and Description > Save > Code icon > Copy Code. Paste the script into the header of any page you want to track visits to!

Set Up Conversion Rules

Head to the Beacon tab of your Account page, click Create Rule > Enter a Name, Value, and URLCreate

Use Google Analytics and Google Tag Manager with Beacon 

Google Analytics and Google Tag Manager can be used for deeper insight and organization in managing customer metrics. 

  1. Using Google Tag Manager, select Triggers > New
  2. Then click trigger Configuration and choose Custom Event Trigger
  3. Name your trigger and paste the Beacon event code!

Use Beacon to Trigger Automations

Using Event Tracking as a trigger when building a browse abandonment or cart abandonment Automation creates an extra touchpoint to help Contacts complete a purchase!

Select Event Tracking as a trigger, then add the Events you'd like to use as triggers.

You can use Event Tracking Automations to send targeted content, or add a tag to record your customers' interests!

Use Events to Create Segments

Segmenting contacts based on their behavior is a great way to send highly targeted content to your Contacts. To create a Segment based on Event Tracking, use the Triggered Event characteristic:

Additional Resources

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