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Understanding and Optimizing Web Activity Tracking in Sugar Market

Overview

This article explores why web activity tracking in Sugar Market might appear inconsistent with results. With today’s emphasis on privacy, evolving data laws, and savvy internet users, tracking is more challenging than it used to be.

It is difficult for marketing software to navigate between regulations like the GDPR in Europe and the CCPA in California, as well as industries and regions doubling down on privacy rules. Additionally, users are increasing their privacy by blocking cookies, clearing their browsing data, or using incognito mode.

This article explores how web tracking works in Sugar Market, explains why inconsistencies pop up, and shares tips for addressing them or at least understanding them.

This article originated from a discussion in SugarClub.

Understanding Web Tracking in Sugar Market

Sugar Market uses cookies to monitor visitor interactions on your website. A cookie, also known as an HTTP cookie, web cookie, or browser cookie, is a small piece of data sent from a website and stored in a user's web browser while browsing a website. Sugar Market's cookie server will give a cookie to every visitor using the domain msgapp.com. When a visitor hits your website or submits a form, Sugar Market captures a unique ID representing the email address from the msgapp domain. This ID is compared to a primary table that contains all the unique IDs and relates them to the email address. If the visitor exists in your contact or lead table, then Sugar Market can show the email address in the web activity since the person was given a cookie previously.

By embedding a unique web tracking script into your site's header or footer, the platform logs activities such as page views and form submissions, associating them with identified users. For more information about Sugar Market cookies, please see the Understanding Cookies in Sugar Market article. For more tracking information, please see the Sugar Market Web Tracking page in the Sugar Market User Guide.

Common Challenges with Web Tracking

Below you can find a list of issues you may come across with web tracking:

  • Browser Settings: Modern browsers like Safari and Firefox block third-party cookies by default, impacting tracking capabilities. Users may also enable settings or extensions that prevent cookie placement.
  • Ad Blockers and Privacy Extensions: Users with ad blockers or privacy extensions may block tracking scripts, causing gaps in data.
  • Cleared Cookies: Regular deletion of cookies or use of private browsing modes disrupts tracking continuity.
  • Cookie Issues: Cookies used for tracking may expire, be blocked, or fail to be set properly due to browser settings or regulations (e.g., GDPR or CCPA).
  • Forwarded Emails: If a marketing email is forwarded and the recipient clicks a link, the original sender's cookie may erroneously track the recipient's activity.
  • Device or Browser Changes: Switching between devices or browsers can result in some sessions not getting a cookie, leading to tracking gaps.
  • Web Tracking Script Configuration: Incorrect placement or temporary removal of the web tracking script can cause missed activity logging.
  • Page Load Delays: If the tracking code fires too early or too late during page load, it may not capture all user interactions. Slow-loading scripts can time out before data is sent.
  • Tag Management Errors: Issues with tag management systems (e.g., Google Tag Manager) can lead to misfiring or redundant tags. Improper triggers or variables can also prevent data from being captured accurately.

Enhancing Web Tracking Accuracy

While some factors are beyond direct control, consider these steps to improve web tracking accuracy:

  • Test with a new contact: Create a test contact with no cookies to verify tracking functionality under controlled conditions.
  • Reevaluate data use: Assess how web tracking aligns with your business practices and explore alternative data collection methods if inconsistencies persist. For example, if one metric (e.g., campaign opens, clicks, web activity, or even form submissions) is inconsistent, focus on another more consistent metric. This strategy is a good one to consider.
  • Collaborate with IT teams: Work with your contacts' IT team to ensure browsers are configured to accept cookies, especially for key contacts.
  • Educate end users: Inform contacts about best practices, such as avoiding forwarding marketing emails with tracking links.

Addressing Low Opens or Clicks Compared to Web Activity

In some cases, particularly in sectors like healthcare, government, and security, marketing emails sent to recipients may be converted to plain text by the recipient server, stripping away the ability to track or place a cookie on the recipient. This conversion is out of our control, and there is no method to determine if recipients received a plain text version. Understanding these limitations is crucial as they highlight the inherent challenges within marketing automation. Some users have navigated these challenges by working with their customers to allowlist emails or adjust settings on their end, enhancing the effectiveness of their marketing strategies.

Conclusion

Web tracking in Sugar Market is highly effective when configured correctly, but external factors can introduce inconsistencies. Understanding these variables and implementing proactive measures can mitigate tracking challenges and ensure you derive maximum value from the data provided. We hope this knowledge empowers you to navigate the complexities of digital marketing with greater confidence and strategic insight.