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.

• How Does the Beacon Pixel Work?
• Types of Tracking
• Set Up General Tracking
• Set Up Event Tracking
• Test General and Event Tracking Installation
• Set Up Conversion Rules
• Use Google Analytics and Google Tag Manager with Beacon
• Use Beacon to Trigger Automations
• Use Events to Create Segments

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, Contacts must:

1. Opt into your emails, and
2. Open an email from you, and
3. Click a link in an email from you

Types of Tracking

Set Up General Tracking

1. Click Account 
2. Click Beacon to Head to the Beacon tab of your Account page
3. Click Get Beacon Code 
4. Click Copy code
5. Paste the script in your website's header

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Set Up Event Tracking

1. Click Account 
2. Click Beacon to Head to the Beacon tab of your Account page
3. Click Create Event 
4. Enter a Name and Description
5. Click Save 
6. Click the code icon 
7. Click Copy Code
8. Paste the script in the header of any page you want to track visits to

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Test General and Event Tracking Installation and Trigger

Installation

Determine whether Beacon was installed correctly by inspecting your website! This process assumes you are using Chrome, which is the most compatible browser for Sendlane:

1. Copy the event ID from your Beacon installation code
2. Open your website
3. Right click anywhere on the page
4. Click Inspect
5. Type Command/Control + F to open the finder
6. Paste the event ID from your Beacon code

If your event ID is highlighted, Beacon is installed correctly! If your event ID was not found, try installing Beacon again and reach out to your Customer Success Manager or Sendlane's 24/7 Product Support team for next steps.

Trigger

Use the activity feed on Contact profiles to confirm that Beacon has triggered correctly when testing Automations using Beacon events

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Set Up Conversion Rules

1. Click Account 
2. Click Beacon
3. Click Create Rule 
4. Enter a Name, Value, and URL 
5. Click Create

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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!

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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!

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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.

If you have set up General tracking, you can use your website pages' slug text to create Segments for specific page(s) visited!

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Use General Tracking to Create Segments

General Beacon tracking allows you to create segments based on Contacts' site browsing using a target page's URL slug.

To create a Segment based on Event Tracking, use  Visited Site contains. Enter the slug text of the URL(s) you want to track visits to.

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Additional Resources

• Learn advanced segmentation strategies for Contact activity at eCommerce Academy!
• Sendlane Beacon: 5 Best Practices for Website Tracking
• 5 Post Purchase Emails You Should Be Sending to Increase Your Customer LTV
• Ultimate Guide to Browse Abandonment Emails: Definitions, Tactics, and Examples