Beacon (Website and Event Tracking)

Sendlane’s Beacon tracking feature allows you to follow your audience through their entire customer journey, from pages viewed to purchases made! Using Beacon event tracking or conversion rules, you can target your audience, triggering targeted automations to deliver 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:

Plus, we'll go over troubleshooting and additional resources.

Please Note

In order to use Beacon tracking, you will embed a code snippet into your website or specific URL. Please be sure you have access to edit the source code. Without this ability, there's no way to install the Beacon code to your site.

Before Getting Started

The Beacon Tracking Pixel

Sendlane’s Beacon tracking pixel is able to collect information about viewers or purchasers behavior. 

For the pixel to begin tracking, the viewer must:

  • Opt-in to your lead collection page, and be an identifiable viewer 
  • Open an email from you

This allows Sendlane to track viewers as soon as they have clicked through and engaged with an email sent by our platform, and then report exactly what was being viewed. 

The Beacon tracking pixel will not be able to track unidentified or anonymous viewers. 

Please Note

The Beacon pixel will only begin to track the behavior of your audience once contacts have opted-in to your account. Once they open a campaign that leads them back to your website, their behavior will be tracked accordingly and available within their customer profile!

Types of Tracking

General Tracking -- Overall website tracking. This tracks site visits after code installed in your website, with no event or rule setup needed. Using general tracking is highly suggested as it gives deeper insight on contact's behavior and website views. 

Event Tracking --  tells when a specific URL or webpage is viewed. This does not require a customer to make a conversion or purchase to track!

Conversion Rules -- Assigns a monetary value to a specific page visit. This is best used to track customer purchases and conversions after reaching a specific URL. 

Please Note

If you are using an eCommerce integration like Clickbank, WooCommerce, or Shopify, the deep data integration will already track customer purchases in your account!

What Type of Information Does Each Tracking Report?

Each type of tracking will display the contact’s behavior in their profile. 

General Tracking will show if the contact has visited your website. 

Using Event Tracking, you will be able to see a specific page location or website viewed.

A Conversion Rule will show the defined monetary amount after a customer reaches a certain page and makes a purchase.

How to Use Each Type of Tracking

Each type of tracking can be used to create personalized messages for your customer, based on where they are in their journey! 

General Tracking -- General Tracking helps measure overall website views and tracks visitors. This can be used to monitor website views and overall engagement.

Event Tracking -- Event Tracking can be used to track website visits on specific pages. You can create an event for each product page to further target your audience. This can be used to target the contact with similar or suggested products, or entice a sale by sending a promotional code. This is a great way to further engage contacts who have viewed your content several times, but have not yet made a purchase!

Conversion Rules -- Conversion is best used  to track when a purchase is successful. This metric will show the monetary value from the contact's recent purchase. Using Conversion Rules, you can target contacts post-purchase, or send information about similar products based on the contact's purchase history. 

Setting Up General Tracking

  1. Navigate to the Beacon tab and select Conversion Rules 

  2. Click Get Beacon Code and copy the script into your website header code to track page visits. It is not necessary to set up conversion rules to use General Tracking.

Setting Up Conversion Rules

  1. Navigate to the Beacon tab and select Conversion Rules.
  2. Clicking the pink Create Rule button will prompt you to create the conversion rule. Give your conversion a name, a value for the page visit and the URL of the specific page to be tracked and then click Create to finish setup  

  3. After completing the setup, you will see your conversion rule and the reporting within your Beacon tab.
  4. If you want to create another conversion tracker, click the black Create Rule button in the upper right corner. This area will also allow you to grab the tracking code if you need it! 

Setting Up Event Tracking

Hover over the Beacon tab > Click Events > Click New Event > Enter a Name for your Event > Optional: Add a description > Click Save

To copy your Event's code, click Get Code next to the event name > Copy code

Using 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 add the Sendlane event code. 

Using Beacon with Automations

Beacon Tracking Events can be used as a trigger to target automation sending. Using Event Tracking as the trigger when building a browse abandonment or cart abandonment automation. This creates an extra touchpoint entice contacts to make a purchase! 

  1. Create a new automation, select Start From Scratch
  2. To use your tracked event, select Event Triggered when creating the trigger for your automation. 
  3. Continue to build your automation actions, making sure to add all messaging you will want your customers to receive. You can also choose actions like adding a tag to monitor your customer's interests! 

Segmenting with Beacon

Segmenting contacts based on their behavior can create an audience that allows you to personalize and target messaging.

  1. To create the segment, select engagement and activity then triggered event 

  2. Next, select the specific event you would like to be included in the segment from the drop down menu

Your segment will now create an audience to help you target only contacts who have triggered the event, like viewing your website or completing a conversion.


Beacon Code

    • The code produced by Sendlane will need to be added in the header of your website. If you cannot edit the code of the website, you will not be able to add this Conversion or Event Tracking code. 
    • You are able to add both Conversion and Event Tracking to the same webpage, however, you do not need to add the entire code for each beacon tool. The Conversion rule should be the main code on the page, so this should be added in its entirety. To add the Event Tracking to the same page as the Conversion rule, you will just need the part of the event_id area of the code. 

Beacon Tracking

    • Contacts will need to be in the account before they are able to be tracked
    • Once tracking begins, please allow up to 24 hours for reporting to populate accurately

Additional Resources


Track Conversions: Beacon → Install Beacon → Place code in the header of all web pages → create conversion rules → start tracking.

Track Events: Beacon → Events → New Event → Name & Description of Event → Place code within page header to be tracked.

Event Tracking to Trigger Automations: Automation → Start From Scratch → New Trigger → select Event Triggered → choose Event from drop down menu

Segmenting with Beacon: Engagement and Activity → Triggered Event → select Event from menu 

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