Once you have implemented Lead Gen & CRM tracking code on your website, it will begin tracking the activity for both the anonymous and known leads that visit the site.
This article will provide information on visitor activity, an the impacts of said activity on automation efforts.
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Visitor Activity
Once tracking codes have been implemented, Lead Gen & CRM will track activity for known and anonymous leads that visit the tracked website. For known leads, this activity will be appended to their contact record on the Life of the Lead.
Anonymous leads have yet to be identified, as they have not filled out a form or clicked on a link from an email sent from Lead Gen & CRM that is directed to a tracked page. Lead Gen & CRM tracks these anonymous activities in the background.
The Life of the Lead timeline is broken down into two categories:
- Tracking activity that occurred before the lead became known, identified by a blue line
- Tracking activity that occurred after the lead became known, identified by a green line
Click to enlarge.
Automation Impacts
For automations that use a trigger event of site actions, previous activity comes into play. When an anonymous lead becomes known, there is a chance that their previous activity could qualify them to be included in previously set up automations, potentially resulting in multiple emails or events occurring on their contact record. This would not be ideal, for example, if you have multiple drip campaigns set up for specific site visits. If the anonymous lead had visited all of those pages before becoming known, the lead may receive multiple emails at one time upon becoming known.
To prevent this, Lead Gen & CRM only makes the past 24 hours of page views available for processing once a lead becomes known. Any site activity in the past 24 hours from the time at which a lead becomes known will trigger automations, but anything outside of that time frame will not.