Question: What is the Web Activity Feature in Act! Marketing Automation?
Product Family: Act! Growth Suite
Tier: Premier, Ultimate
Feature: Act! Marketing Automation
Web Activity allows you to monitor traffic through your own website(s). This can be really useful to identify the pages on your website(s) that see the most traffic, and you can then use this information to make sure you deliver the information that you want. For example, you might consider adding a link to an AMA Lead Form on your most visited pages.
The information available includes:
- Who visits your website?
- What they do when they are on your website?
- When do they visit your site?
- How did they arrive at your website?
- How do users interact with your website content?
In order to utilize this feature, you will need the assistance of your website designer who will need to embed a script into your website to allow the traffic monitoring. This article will discuss how to generate that script, and the features you will then be able to access once it has been embedded into your website.
NOTE: Swiftpage do not provide support for amending websites, you will require the assistance of a trained website designer to make use of this feature.
Generating the Web Script
In order to generate the web script that you will embed in your website, please follow the steps below:
1. Access the Marketing Automation section of Act!.
2. Click the Admin tab.
3. From the What would you like? dropdown list, choose Web Script and click Go.
4. Copy the Default Web Site script and embed it in your website.
Web Activity Functions
Now that you have generated the web script and embedded it within your website, you are able to access the Web Activity functionality. To do so:
1. Access the Marketing Automation section of Act!.
2. Click the Web Activity tab.
The below sections describe the information now available.
The Who's On display gives you website activity over a specified date range.
1. Within the Web Activity section of AMA, click the Actions menu, and choose Who's On.
You will see two columns titles Lead and Account and probably notice that your Lead column is mostly blank but the Account column is always populated. Here is a description for the two columns and what they are showing you.
Lead - A lead is when we can identify the web visitor by their email address. We can identify these visitors by placing a cookie on them, so that each time they return to your website, we know who they are. We place a web tracking cookie when an email campaign is sent to your contacts that contains a link to your website. When one of these contacts clicks that link, a cookie is placed and we now know who they are!
NOTE: In order for us to place a web tracking cookie on a contact from an email campaign, your click tracking CNAME MUST be customised so that your CNAME domain matches your web domain. Setting up a custom CNAME is quick and simple. For information on how to do this, read the article below:
Account - This column is for any web visitors that we can not identify because they do not have a cookie placed on them. We identify their potential company by IP address location, however as you may know, IP addresses can change or be non-indicative of a person's actual location. If they have a VPN or change wifi networks, the IP location will not show their actual location. So, this is a guess. However, it can still give you a lot of insight into the web pages that are most visited on your site, how long these visitors are on each web page, and date and time trends of when you get the most traffic.
The Dashboard provides a number of graphs and charts to provide valuable information on your website visitors. The charts include:
This shows you whether visitors to your website are new to the site, or if they are returning visitors:
Interactions per visit:
Displays what your visitors are actually doing on your site in terms of view rates, time spent, pages per visit etc.
The Bounce rate is the rate at which new visitors visit your site and immediately click away without doing anything. They will therefore have very low time spent on your site and no interactions. A high bounce rate can mean several things including; weak or irrelevant sources of traffic and landing pages that have a poor design, low usability or high load times for the page.
This chart displays the sources of the web traffic to the site i.e. where your visitors have come from.
Sources can include:
- Direct – typed the website address directly into the address bar.
- Referral – have come from another site that mentions your website.
- Search – have come from using a search engine.
Entry and Exit Pages:
This displays which page in your website your visitors are viewing when they decide to leave your site entirely. This helps you determine where or possible why your site is being abandoned.
This screen displays a breakdown of the sites being accessed and when this occurred. Similar to Who's On, if we have a web visitor cookied, we will list their email address in the associated column. If email address is not present, we do not have a cookie placed for that visitor.
1. Within the Web Activity section of AMA, click the Actions menu, and choose Realtime.