The Website Tracking module lets you capture and analyse visitor behaviour on your website. A tracking script embedded into your site records activity from both anonymous visitors and known customers, building a rich behavioural dataset that enriches customer profiles in the Single Customer View (SCV) and powers more targeted marketing.
What you can do
Generate and embed a tracking script on your website.
Create tracking categories to organise and classify web activity.
View website tracking data in the data tree for segmentation.
Match anonymous visitor behaviour to known customer profiles once they engage with a campaign or sign up.
Use web behaviour data to personalise campaigns and target customers based on their online interests.
How the tracking script works
Once the tracking script is embedded into your website, the system begins capturing activity from all visitors, including those who are not yet known customers. For each visit, the script records:
Pages visited and time spent on each page.
Categories of content browsed (based on your tracking category configuration).
Date and time of each visit.
Dwell time and repeat visit behaviour.
đ Note: The tracking script must be added to every page of your website where you want behaviour to be captured. Contact your Acteol account manager or implementation team for help with installation.
Tracking categories
Tracking categories allow you to organise and label the web activity being captured. For example, you can create categories such as 'Menus', 'Events', 'Kids', or 'Loyalty' and assign them to the relevant pages on your website.
Once categories are in place, customers who visit pages in a given category are tagged accordingly in the SCV. This data can then be used to:
Build segments based on browsing interests (for example, customers who viewed your events pages).
Power dynamic content in campaigns, showing customers content relevant to what they browsed.
Create lookalike audiences for paid social advertising.
Matching anonymous visitors to customer profiles
When an unknown visitor first arrives on your website, their browsing activity is captured anonymously. Once that visitor becomes a known customer.
For example, by submitting an enquiry form, making a booking, or clicking through from an email campaign, their historical browsing data is automatically linked to their SCV profile.
This means you build up a complete picture of a customer's online interest even before they officially join your database.
đ¤ Tip: Combining website tracking data with campaign engagement and EPOS data in the SCV gives you a powerful view of each customer's full journey â from first website visit through to in-venue spend.
Key things to know
Website Tracking is a standard Acteol Enterprise module. Contact your account manager if you do not have access.
The tracking script must be correctly installed on your website before any data is captured.
Anonymous visitor data is retained and linked to a customer profile automatically once they are identified.
Website tracking data is available as a segmentation node in the SCV data tree.
Tracking categories must be configured before page-level interest data can be used for segmentation or dynamic content.