There may be a time when there are an abnormal number of events on a lead's Life of the Lead. It is possible the lead forwarded a Lead Gen & CRM email to a friend, and that friend then clicked on links within the message. In all marketing automation platforms, this type of behavior creates a mismatch for site tracking events, as the links that were clicked by the friend were only intended to be clicked by the initial recipient.
Fortunately, Lead Gen & CRM has powerful tracking validation that other marketing automation vendors do not offer to help prevent these mismatches. This article explains how Lead Gen & CRM tracks web visitors, as well as the unique tracking validation that helps Lead Gen & CRM prevent mismatches.
Article Contents
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How Leads Are Tracked
Tracking can be established against a lead record in one of two ways. The first way is through form submission. This is where a lead fills out a form on your website. This form must be a Lead Gen & CRM form, a native form, or a third-party form that has been integrated with a Lead Gen & CRM tracking script.
The second way tracking can be established is through email click-through. This is where a lead clicks on a link within an email sent from Lead Gen & CRM. When an email is sent from Lead Gen & CRM, the links within the message are unique to the recipient. When a lead clicks these unique links and visits a page with Lead Gen & CRM tracking code, site tracking is then established.
How Tracking Mismatches Happen
The primary cause of tracking mismatches are forwarded emails. Often, after a lead reads a piece of content and wants to share with a friend, they forward the message. When the friend receives the forwarded email, the links do not change and are still intended for the original recipient. If the friend clicks on those links, the site visit and additional site activity will appears on the original lead's Life of the Lead. This behavior is a result of the normal way tracking is established, and this impacts all marketing automation vendors.
Lead Gen & CRM's Unique Advantage
Where other marketing automation vendors fall short, Lead Gen & CRM excels in preventing tracking mismatches. The validation process is as follows:
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Lead A is a tracked lead and receives a |
Important: When filling out forms, it is imperative that Lead B fills out the correct fields. Lead B must fill out a form with Email Address and Last Name fields in order for new record to be created for them.
If Lead B fills a form with just an email address, their device will still be tied to Lead A, and it will overwrite the email address for Lead A. If this happens, Lead B will not be created as a new contact. |
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Lead A forwards the Lead Gen & CRM email to a friend, Lead B. |
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Lead B clicks a link in the forwarded email and is directed to a site with Lead Gen & CRM tracking code. |
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Any site activity that Lead B takes part in will |
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Once Lead B submits the form, Lead Gen & CRM recognizes the following: |
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When the above is recognized, Lead Gen & CRM then takes the following action to resolve |
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Moving forward, when either Lead A or Lead B visit the site from their respective devices, site visits will be captured under the appropriate lead record.