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In email marketing, web tracking involves monitoring the behavior of people who clicked on an email once they accessed the website containing the page the link led to (the landing page). This tracking is done using tracking code embedded in the links, recognized by the web analytics tool, or using code provided by the email marketing platform and installed on a conversion page. In the first case, a connector specific to an analytics tool (such as Google Analytics, AT Internet, Adobe, etc.) can automatically add the tracking link to all links. In the second case, the tracking/conversion data is included in the campaign statistics offered by the email service provider (ESP), which can allow an email list owner, paid based on performance, to monitor conversions on their advertisers’ websites. This method can also allow an e-commerce site to collect transaction data to segment and personalize campaigns. An example of web tracking data can be seen in the Dolist platform interface.

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