Trigger the right follow-up the moment a contact visits your website. The Web Page automation goal lets you automatically start an automation sequence when a tracked contact visits a specific page on your website — for example, triggering a follow-up email when a contact views your pricing page or a thank-you sequence when they visit your confirmation page. No manual monitoring required.
This feature is available on Ultimate and Classic editions only. This article covers how the web page tracking cookie works, how to set up a Web Page automation goal in the automation builder, and how to install the tracking script on your website. This article does not cover general automation builder setup. For an overview of the automation builder, see how to get started with the automation builder.
Safari is not supported. This feature does not work in the Safari web browser. Safari has a setting called Prevent Cross-Site Tracking that is enabled by default, which prevents the Web Page automation goal from triggering. Contacts using Safari will not trigger this automation even if the tracking script is installed correctly. Advise contacts to use Chrome, Firefox, or Edge if they need to trigger this automation.
How Web Page Tracking Works
The Web Page automation goal tracks existing contacts in your CRM — it does not track anonymous visitors. For the automation to trigger, a tracking cookie must first be placed in the contact's browser. A tracking cookie is placed automatically when a contact completes any of the following actions:
- Submits a hosted or JavaScript-embedded web form
- Submits an order form
- Submits an order through the shopping cart
Once the tracking cookie is in place, the Web Page automation goal will trigger each time that contact visits a URL you have configured in the goal settings — provided the tracking script is installed on that page. Both conditions must be met for the automation to trigger: the tracking cookie must exist in the contact's browser, and the tracking script must be installed on the page the contact visits. If either condition is not met, the automation will not trigger.
How to Set Up a Web Page Automation Goal
The Web Page automation goal is configured inside the automation builder. Before setting up the goal, make sure you have at least one automation sequence ready to connect to the goal. After completing these steps, you will also need to install the tracking script on your website — see the How to Install the Tracking Script on Your Website section below.
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Click and drag a Web Page automation goal from the goals panel onto the automation builder canvas.
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Double-click the Web Page goal tile on the canvas to open the goal settings. You can also single-click the tile and select View and edit from the options that appear.
- Click the Copy button in the goal settings panel to copy the tracking script to your clipboard. The tracking script is a short code snippet that must be installed on each page you want to track. If you are not ready to install the script immediately, paste it into a text editor such as Notepad or TextEdit so you can retrieve it later.
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Click + Add URL and type the full URL of the page you want to track. Press the Enter key to add the URL to the tracking list. You must include www. at the beginning of every URL for tracking to work correctly. A URL entered without www. will not trigger the automation even if the script is installed on the page.
- Repeat the previous step for each additional page you want to track. Each URL must be added and confirmed separately by pressing the Enter key after each entry.
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Click Save to save the Web Page goal settings and return to the automation builder canvas.
How to Install the Tracking Script on Your Website
After saving the Web Page goal settings, you need to install the tracking script on each page you want to track. The tracking script is the code snippet you copied in step 3 above. The script can be placed anywhere on the page — inside the <head></head> tags is standard practice, but the script will function correctly regardless of where on the page it is placed.
The tracking script can be installed using any of the following methods:
- HTML widget — paste the script into an HTML widget on your page. This method works in website builders such as Weebly and WordPress.
- Custom page HTML — paste the script directly into the HTML source of your custom page anywhere between the opening and closing page tags.
If you are already using the web tracking code on a page you want to track, you do not need to add the Web Page goal script to that page. The existing web tracking code already satisfies the script requirement for that page.
Tips for Web Page Automation
- Always include www. in your URLs. A URL entered without www. will not match the page the contact visits, and the automation will not trigger even if the script is installed correctly.
- Both conditions must be met. The automation only triggers when the tracking cookie exists in the contact's browser AND the tracking script is installed on the page. If a contact visits the page before submitting a form or order, the cookie does not exist yet and the automation will not trigger for that visit.
- Safari users will not trigger this automation. Safari's Prevent Cross-Site Tracking setting blocks the tracking cookie from being read. Contacts using Safari will not trigger the Web Page automation goal regardless of whether they have previously submitted a form.
- Test before publishing. After installing the script, submit a test form on your website to create a tracking cookie in your browser, then visit the tracked URL to confirm the automation triggers as expected.
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