Website event tracking


Attention. Website event tracking functionality will be retired in the next Creatio release. As an alternative, you can use Matomo analytics service. Import Matomo data to Creatio via a Marketplace application: Matomo connector for Creatio.

Learn more about viewing Matomo data in Creatio in a separate article: Review online behavior of a contact.

Tracking website events enables you to personalize communications with customers based on their interests and preferences. Creatio automatically enriches the customer's profile with information about their activity on your website. You can track your website page hits, or monitor specific target events, such as adding products to a cart, making an order, etc.

Use the Website events tab on the lead page to track website activities of the leads that were generated as a result of submitting a form on the website. Click the icon on the right-hand side of the event record to view its details. Similarly, the Website events tab on the contact page displays the events of all tracked leads of this contact.

Fig. 1 Website events on a lead page

Enabling website activity tracking requires performing additional setup in Creatio, as well as on the tracked website.

Tracking code 

For each tracked web page, Creatio generates a unique tracking code, which you need to add to the page source code. You can generate the following types of tracking code:

  • Base tracking code – enables tracking website page hits.
  • Event tracking code – enables tracking website events based on select parameters. For example, populating a field on the page, clicking a button, viewing a video. The event tracking code requires the presence of the base tracking code.
Fig. 2 Examples of generated tracking codes

The tracking code is triggered when someone visits the tracked page and performs tracked activities on it. Examples of tracked activities include adding a product to a shopping cart, clicking a link on a public event page, or adding a product to a wish list. Creatio also tracks customer's behavior on the integrated landing pages, before and after the customer submits the landing page form. The list of the website events is saved in the lead and corresponding contact history.

Cookie files 

The tracking code generates a BpmTrackingId cookie file that stores the unique ID of the customer's browser. This enables Creatio to gather information about customer's website events, both before and after actual registration, no matter how much time passed between these events.

If a customer does not submit the landing page form, the data about their activity is saved in the tracking service but does not display in Creatio. The reason is that it is impossible to establish the connection between a customer, a lead, and the website events before the landing form is filled out. When a lead is created, the cookie value from the tracking code is passed over to the lead (the “BPMSessionId” column). Creatio will further be requesting the data about all lead actions performed in this browser from the tracking service. If a customer later clears the cookies or opens the website from a different browser, a new unique ID will be generated and the data about the website event will be passed to Creatio after the lead is registered.