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Site Tracking is a powerful feature that connects your marketing and sales processes to your website activity. It allows Nurturelabs CXP to “see” and then “react” in real-time as contacts visit your site and view specific categories and pages. 

In this article:

How is Site Tracking different than your analytics solution?

Analytics solutions, such as Google Analytics, give you statistics about your website activity. It is aggregated data that is meant to identify trends and issues with your website. 

Site Tracking, on the other hand, gives you insight into what individual contacts are doing on your site. Beyond that, and most importantly, it allows you to automatically create personalized experiences for each of your contacts as they interact with your website.

Using Site Tracking to improve your business processes

Site Tracking allows you to create marketing and sales processes that leverage behavioral targeting, triggered messages, and granular segmentation, all of which have proven to improve the contact experience and increase conversions.

  • Trigger a message with a coupon code to send 30 minutes after a contact views a product page of your site but didn’t make a purchase
  • Apply a tag to indicate a contact’s interest and begin a targeted follow-up sequence after two or more visits to a specific product category
  • Fork an automation so you treat a contact differently if they’ve already viewed a certain page of your site
  • Trigger automations when a contact views a page on your site
  • Automatically move contacts to another stage of your sales pipeline when they view 3 or more important pages of your website (such as your pricing, product, and demo pages)
  • Increase or decrease a contact or lead score on the basis of visits and views of specific pages.
  • Personalize the content of your campaigns based on what categories of your site a contact has repeatedly viewed (using Conditional Content)

By combining Site Tracking data with other behavioral data (such as email campaign opens, link clicks, and form submits), you can accurately identify exactly what information and products are most important and interesting to each contact so you can target your cross-channel messages with content and offers you know appeal to them. This will increase the relevance of your messages beginning a positive feedback loop that ultimately leads to happier contacts and higher conversions.

How does Site Tracking work?

Site tracking shows you which pages on your website were visited by known contacts. 

To use this feature, you need to whitelist your URL on the Settings>Tracking page in your Nurturelabs CXP account. We then provide you with a small snippet of tracking code. You need to add this code to the footer of every page on your website that you wish to track visits to. This tracking code allows page view data to be sent to your Nurturelabs CXP account.

We use first-party cookies to track visits made to every page on your site that has Nurturelabs CXP site tracking code installed. A first-party cookie is a cookie that is created by the domain that the contact is visiting. 

When the contact visits your site, their web browser saves data files to their computer under the website’s name. This provides transparency to your contacts about where these tracking cookies came from and where their information is being stored.

First-party cookies cannot be shared or transferred from website to website. This is to protect the security of your contacts. If you have multiple websites listed in your Nurturelabs CXP account that use site tracking, contacts will need to be identified for each site in order to track their page visits.

To associate page view data with a contact, that contact needs to be identified. This allows us to link page visits with their email address. Page visit data is then stored in your account. It is made available on the contact’s profile record and in the floating segment builder.

How contacts are identified

There are three ways to identify contacts who visit your page.

1. When contacts click on a link in a campaign.

The page that the contact goes to when they click a link in your campaign must be whitelisted in your Nurturelabs CXP account and have site tracking code installed.

We add a parameter to each link in your email that directs contacts to a page on your site that has site tracking installed. This parameter appears as “vgo_ee=<garbled_text>” in the URL bar when a contact clicks that link in your email. 

The garbled text is the encrypted email address of the contact. This allows us to identify the contact who clicked your campaign link and visited your web page. This parameter disappears from the URL bar as soon as the page loads.

2. When they submit a form created in Nurturelabs CXP.

When a contact submits your Nurturelabs CXP form, they need to redirect to a page on your website that has site tracking code installed. The default “Thank you” page for Nurturelabs CXP forms will not generate a tracking cookie for your contacts.

Note that if the form has double opt-in enabled, page views will not be tracked for visitors until they complete the opt-in process.

We are not able to identify visitors who submit a third-party form. 

3. By dynamically inserting the email address of known visitors into the tracking code.

If you’ve already identified a contact by their email address, you can insert their email address into the site tracking javascript code. 

Only page view data collected after the identification of the contact will be shown on their contact profile page.

How to pass a contact’s email address into javascript code

If you’ve already identified a contact by their email address, you can insert their email address into the site tracking javascript code. For instance, if you have a membership site, you might be able to identify them after they log in.

To do this, you will need to add the following line to the tracking code:

vgo('setEmail', 'Email_Address_Goes_Here');

above this line:


If this is too technical for you, note that you do not need to use this option—you can still identify contacts with form submits and link clicks. However, if you are technical enough, this is an additional option available to you.

Once the code is on your site, and you’ve whitelisted your domains, Nurturelabs CXP will begin collecting data and adding it onto your contact records as contacts are identified.

How to set up Site Tracking

Site Tracking is quick and easy to set up. We recommend that everyone set up Site Tracking because it’s a core feature that enables more powerful marketing and sales processes.


You can use webpage visits to adjust contact scores and deal scores in Nurturelabs CXP. In order to adjust contact scores and deal scores with page visits, you must set up Site Tracking on your website. 

In this article:

Increase a score based on number of visits to your site

A visit to your site is a browsing session. This means that an individual came to your site, viewed pages, and left. Repeat visits are a strong indication of interest.

1. Click “Contacts” in the left menu to go to the Contacts Overview page.

2. Click “Manage Scoring.”

3. Click “Edit” next to an existing score or create a new score. 

4. Click “Add New Rule.”

5. Click “(Select a condition…)” to display categories of conditions, then click “Site & Event Data” > “Total site visits.” 

6. In the right-hand field, type “1” to distribute points on their first visit.

7. Click “Save.”

8. To distribute points on their second visit, click “Add New Rule” and select the same conditions but type “2.” Continue doing this until you are satisfied you have rules to cover the majority of your contacts.

Make sure that you set these points to expire so that a contact doesn’t have a high score due to page visits that are over a year old. A good timeframe for expiration might be 1 – 3 months depending on the length of your sales cycle.

You may want to adjust these points so that you distribute more points for repeat visits. For instance, the first visit might distribute 5 points but the fourth or fifth might distribute 20 points because it’s a stronger indication of engagement and interest.

Increase a score each time a web page is viewed or a category of pages

You can add points to a score each time a web page is visited by creating an automation that adds points to a score each time a web page is viewed. You can target specific pages. For instance, you can say if a certain important page of your site, like a pricing page or demo page, is viewed then more points should be added.

To do this: 

1. Click “Automations” in the left menu to go to the Automations Overview page.

2. Click “Create an automation.”

3. Click “Start from Scratch” then click “Continue.”

4. Click the “Web page is visited” trigger then click “Continue.”

5. The “Action Options” modal will open. Here you define which web pages should trigger this automation to run. You can have it run on visits to large portions of your site using a wildcard (an asterisk symbol “*”). To have the automation add points on a visit to any page of your site, you’d just insert an asterisk into the text field:

You may want to distribute different amounts of points based on whether it’s a visit to, for instance, your blog or help documentation. To do this, you’d create an automation for each category of pages you are interested in scoring. Your URL settings may look like this:

If you want to distribute points for visits to specific, important pages, you could enter the whole URL so that the automation only runs when that single page is visited:

Make sure the automation is set to “Runs Multiple Times” so that points will be added for each web page view:

6. Click “Add Start” once you’ve configured your URL settings.

7. Click the node (+) to add an action.

8. In the “Add a New Action” modal, click the “Contacts” or “CRM” category then click the “Adjust score” action.

Note that there is an “Adjust score” action under the Contacts category and CRM category to adjust a contact score and deal score respectively.

9. Click the dropdown under “Score” to select the score you want to adjust. If it does not appear in the list, make sure that the score has been marked “Active”

10. Click the dropdown under “Adjustment” to specify if points should be added, reduced, or set. Then, type the number value next to it. If this automation runs on visits to key pages, you may want to distribute more points that you would for visits to blog pages.

The “Expires” setting is important. Especially when you are scoring for engagement you probably want these points to expire so that a contact does not have a high score due to page views from a year or more in the past. A good expiration time for many businesses might be 1 – 3 months, but it depends on the length of your sales cycle.

11. Click “Save” to add the action to your automation.


With Nurturelabs CXP, you can send an email to a contact when they visit a page on your site. You can time the email to send right away, or you can wait for a period of time before it’s sent. Sending emails based on page visits lets you send relevant and timely communications based on that contact’s behavior.

Note that this setup requires you to set up Site Tracking on your website.

Create an automation that sends an email when a contact visits a webpage

1. Click “Automations” in the left menu to navigate to the Automations Overview.

2. Click the “Create an automation” button.

3. Click the “Start from Scratch” option then click the “Continue” button.

4. The “Add a Start Trigger” modal will appear. Click the “Web page is visited” trigger. Then click the “Continue” button.

5. The “Action options” modal will open. Click the “Web page URL” dropdown and click the domain you wish to work with.

In the next field, you have the option to run the automation on visits to large portions of your website using wildcard URLs. For instance, to run the automation when any page in your “products” directory is visited, you’d enter a URL like:*

The asterisk symbol tells Nurturelabs CXP to run the automation when any URL is visited in the products directory. So visits to any of the URLs below would trigger your automation:

6. Set the automation to run “Once” so that the contact doesn’t receive the same message over and over each time they visit the page.

7. You can also segment contacts entering the automation by clicking the “Segment the contacts entering this automation” checkbox. This step is optional.

You may want to use this option if there are certain contacts you don’t want to enter the automation even though they visited your page or only allow contacts to enter the automation if they visited your page twice.

8. When finished, click the “Add Start” button.

9. Next, you’ll add your first action to the automation. We recommend adding a “Wait” condition here. This will prevent the email from being sent to the contact the very instant they visit your page.

To add the wait action, click “Conditions and Workflow” in the “Add a New Action” modal. Then click the “Wait” action.

You can choose to have the contact wait in this step for a specific amount of time or until they meet certain conditions. In this example, we’re going to choose a specific time by clicking “Wait for a specified period of time.” 

In the next modal, you’ll determine how long the contact should wait in this step. In this example, we’re going to have the contact wait 15 minutes. To do that, we’ll type “15” into the middle field then click the “day(s)” dropdown and click “minutes.” When finished, click the “Save” button. 

wait action

10. Next, you’ll add a “Send Email” action to your automation. To do so, click the “+” button then click “Send email” option in the “Sending Options” category.

You’ll be prompted to create an email campaign. You’ll be walked through the steps of the campaign creation process. When you are done designing your message, you’ll be returned to the automation builder.

When you’re ready, click the “Active” button to turn the automation on. From that point forward, as contacts visit that page of your site, the automation will run and send them the campaign you created.


Sending targeted campaigns will make your list more responsive. Your contacts will learn that messages from you are relevant and interesting so they’ll be more likely to open them. This will create a positive feedback loop that will improve your deliverability, open rates, click-through rates, and may increase your conversion rate.

One method of sending targeted campaigns is to send to contacts who have viewed pages of your site that indicate they would also be interested in the campaign you are planning. For instance, if you are notifying your contacts of a new product, you could send the campaign to people who have viewed that category of products in the past. Or, if you notifying your contacts of a new blog post, you could send a campaign to the contacts who have viewed that category of blog posts in the past.

To do this, you’d create a segment of contacts who have viewed specific portions of your website.

How to create a segment based on page views

Make sure that you have Site Tracking set up.

1. Click “Contacts” in the left menu to go to the Contacts Overview page.

2. Click into the search field.

3. This will display a new option. Click “Advanced Search:”

The Segment Builder will appear at the top of the screen. The Segment Builder allows you to create conditions that define your search criteria.

4. To create a condition based on Site Tracking data, click the left field that says “(Select a condition…).” A category of options will display. Click “Site & Event Tracking Data.” This will display a list of the types of data you can use to create your conditions.

5. Click “Has visited” to create a condition of contacts that have viewed specific pages of your site. Note that you are able to define the condition based on partial matches and exact matches. You are also able to refer to the entire domain and specific URLs.

If you wanted to target categories of pages (also known as “directories”) you could use “URL (contains)” and then input the URL with the directory:

In the above example, a visit to any page of will match the condition.

For example the following URLs will match this condition:


You can combine conditions with “And” and “Or” logic to identify very specific groups of contacts. “And” will combine conditions so that only contacts who match both conditions will display so it’s a way to narrow your matches. “Or” will display contacts who match either condition so it’s a way to broaden your matches.

6. The contacts that match the conditions you define here will appear below when you click “Search.”

7. When you have your conditions defined and you’re sure you have identified the contacts you are looking for, click into the search field again. This will display two options:

8. Click “Save as Segment” and give your segment a name. Click “Ok” to save your segment.

The next time you go to send a campaign, your segment will appear in the list of available segments:


Attribution helps you measure marketing activities that had an impact on getting a contact to achieve a desired business objective. With Attribution, you can measure the conversions and touchpoints that led to a conversion. 

What does Attribution do?

Attribution by Nurturelabs CXP allows you to explore what touchpoints (traffic sources) helped drive your contacts to achieve a conversion.

In the contact record, Attribution will display a list of the conversions a contact has achieved, and what touchpoints played a part in getting the contact to achieve that conversion.

Attribution exposes conversions in the segment builder. Having conversions available in the segment builder allows you to quickly search for contacts that have (or have not) achieved a conversion event.

Attribution also exposes touchpoints in the segment builder. Having touchpoints available in the segment builder allows you to quickly search for contacts that have visited your website from a particular traffic source, like a specific ad, campaign, medium, or channel.

Attribution also exposes a new Conversion automation trigger. You can use the “Conversion occurs” automation start trigger to start an automation when a contact has achieved a specific conversion.

What are conversions?

A conversion is an event that you are trying to get a contact to do. This could be a visit to a specific page on your website. It could also be when an anonymous visitor becomes a known contact, or when a contact performs a specific action in an automation. 

A conversion can have an attributed value. For example, if you know that 1 in 10 contacts that subscribe to your newsletter end up spending $200, then you might give a “Newsletter subscription” conversion a value of $20.

What are touchpoints (traffic sources)?

Traffic sources are how your customers find your website. They are made up of a combination of paid traffic sources, (Google AdWords, Facebook Ads, Bing Ads, etc) and organic traffic sources. This can include a Quora answer, links from guest blog posts, reviews of your products on external sites, or social media posts.

Knowing the sources of your contacts is useful. It helps you learn where your best contacts come from so you can focus your efforts on getting more contacts from those places.

Attribution is available on the following plans: 

  • Professional 
  • Enterprise

You can set a conversion event to fire a number of different ways. You can use “OR” parameters to create a combination of different criteria to trigger a conversion. The four different ways that you can trigger an automation are:

  • Site Tracking (when a contact visits a key webpage)
  • Event Tracking (when the contact triggers a specific API event)
  • Manually via Automation (when a contact achieves a goal or crosses through a conversion trigger in an automation)
  • Manually via JavaScript snippet

To create a conversion:

1. Click “Settings” in the left menu

2. Click “Conversions.”

3. Click the “Add a new conversion” button.

4. An “Add a New Conversion” modal will appear. You will need to complete the following fields:

  • Conversion name
    Type the name of the conversion
     into the field provided. This is an internal name. Only you and other users on your Nurturelabs CXP account will see this name.
  • Conversion value and currency
    Click the “Conversion Value” dropdown
     to select a value for the conversion. Click the currency dropdown to select the currency for the value.
  • “Apply this conversion to any contacts who triggered this conversion before it was created” checkbox
    Clicking this checkbox
     will apply the conversion to any contacts who met the conversion conditions, prior to you setting the conversion up. This setting is optional.
  • “Limit conversions to 1 time per contact”
    Clicking this checkbox 
    will limit the number of times the same contact can trigger this conversion. You can change the limit in this statement. To do so, click “1.” A modal box will appear. Type the new limit into the modal box. This setting is optional.
sarahnicholaev - Conversions

5. Under “Conversion Triggers,” you will use the Segment Builder to create trigger(s) for the conversion. While there are three types of conversions to choose from, you can have as many triggers fit your needs.

The Conversion Triggers you can use are:

  • URL
    With this option, a conversion occurs when a contact visits a webpage that you define. This options requires you to install Nurturelabs CXP Site Tracking on your site. With this option, you can trigger the conversion to occur if a contact goes to a specific URL or a webpage that contains specific text in the URL.
  • Tracked Event
    With this option, a conversion occurs when a contact completes a specific tracked event. This option requires you to set up Event Tracking in your Nurturelabs CXP account. You will also have the option to click the “Use the provided value for the event” checkboxClicking this option means that the value of the event will be the value for the conversion.
  • Manual
    Selecting this option will generate Javascript code. This code will be generated once the conversion is saved. You will be able to place this code on any page in your website. A conversion will trigger every time that code runs. If the “Supply the value manually via Javascript” box is checked, the value for the conversion will be the same value provided by the trackcmp_conversion_value parameter of the Javascript code.

6. Click the “Create” button when finished.

The conversion will be listed on the “Conversions” page in your Nurturelabs CXP account.


You can trigger a conversion for a contact in an automation by using the “Convert” automation action. With this action, you can choose an existing conversion or create a new one.

The “Goals” automation action can also trigger a conversion in an automation. This conversion will occur for any contact in the automation who achieves the goal’s conditions. With this option, you can choose an existing conversion, create a new conversion, or no conversion at all.

Goal actions with conversions will have a blue badge. This will appear on the right side of the goal action.


Event tracking is an advanced feature and requires working with our open API and knowledge of programming language.

Event Tracking is a flexible feature that allows you to collect data on a wide variety of contact behavior. You can create an event for any activity on your website or app and assign it a value. As you begin to capture event data and send it your Nurturelabs CXP account, you can use it to improve your marketing and sales processes as well as use it to trigger automations, create segment conditions, and personalize campaigns.

In this article, we’ll discuss:

Event Tracking vs. Site Tracking

Event Tracking is flexible and lets you track virtually any contact behavior that you define on your website. For example, you can track video views, button clicks, orders, log ins, in-app behavior, and more. With Event Tracking, you’ll need to create customized code for each event you’d like to track on your website. 

Site Tracking is a type of Event Tracking. It simply tracks webpage visits made by contacts. With Site Tracking, we provide you with a snippet of code that you paste into every page of your site. If you only need to track page visits, we recommend this option. 

How Event Tracking Works

Event Tracking is an advanced feature: you’ll need to be familiar with a programming language to set it up on your website or app and you can use any programming language you prefer. If you do not know any programming languages, you can work with someone on your team who does, or you can hire a Nurturelabs CXP Certified Consultant to set it up for you.

In order to use Event Tracking, you’ll need to:

  1. Turn on Event Tracking in your Nurturelabs CXP account.
  2. Use a programming language (of your choice) on your site to capture the following four data points: Who (contact’s email address) performed the event (defined by you) consisting of a value (defined by you) and when the event happened.
  3. Use our open API to send us the event information.

When this information is sent, we’ll match the email address of the contact who took the defined action and match it to the email address of a contact in your Nurturelabs CXP account. We’ll then attribute that event to the contact. If the event does not yet exist in your Nurturelabs CXP account, we’ll display it on your Settings > Tracking page and it will be made available in the segment builder. If a contact does not exist in your Nurturelabs CXP account, the contact record will not be created and the event will not be added.

Turning Event Tracking on

1. Click “Settings” located in the lower left-hand corner of your Nurturelabs CXP account.

2. Click “Tracking” located in the left-side menu.

3. Click the red Event Tracking “Status” toggle to turn it on:

The Event Key will appear in the Event Key field (blurred out in the image below).

You will need to pass us this key when you call the API in order to send us the event data you’ve captured on your site. To see the Event Key in example code, click the “Event Tracking API” link provided on the Settings > Tracking page (more information below).

Events will be listed in this box as well as in the segment builder as contacts complete them. 

4. Click “Save Settings.”

Event Tracking example code

The code you use will vary depending on the event you are tracking and other factors. You can generate example code to use as a starting point. To generate example code, click the “Event Tracking API” link.

A modal window will open and provide code that includes your account ID and key:

An Event can be triggered by using POST to send data to This can be done in virtually any programming language. Below is an example of how this could be done using PHP.

$curl = curl_init();
curl_setopt($curl, CURLOPT_URL, "");
curl_setopt($curl, CURLOPT_RETURNTRANSFER, true);
curl_setopt($curl, CURLOPT_SSL_VERIFYPEER, false);
curl_setopt($curl, CURLOPT_POST, true);
curl_setopt($curl, CURLOPT_POSTFIELDS, array(
"actid" => 23033,
"key" => "c12973b078007927842301eff932e7d78b74b3e",
"event" => "YOUR_EVENT",
"eventdata" => "ANY_DATA",
"visit" => json_encode(array(
// If you have an email address, assign it here.
"email" => "",

$result = curl_exec($curl);
if ($result !== false) {
$result = json_decode($result);
if ($result->success) {
echo 'Success! ';
} else {
echo 'Error! ';

echo $result->message;
} else {
echo 'CURL failed to run: ', curl_error($curl);

Event Tracking with our PHP API wrapper

Event Tracking with the PHP API wrapper is one of many ways you can use to send event tracking data to your Nurturelabs CXP account. Once you’ve written the code on your site to define and capture events, you can use the wrapper to send the event data to us. Using an API wrapper makes sending event data to your account easier—wrappers handle the API connection and specific API calls as simple functions. This saves you time from having to create the API connection and calls from scratch.  

Event tracking allows you to collect and utilize specific events that a contact makes. These events are specific actions from your site or any application or script that can include signups, orders, upgrades, downgrades, cancelations, billing errors, and more. This article will cover how you can use this powerful data to trigger sales and marketing automations. 

Let’s say you want to create a sales automation for contacts who signed up for a service with your company, or target contacts with a series of marketing emails after they decide to downgrade their account. With event tracking, you can log those events and then use them to trigger an automation.

To create a trigger that uses an Event, click on “Add Start Trigger” for your automation and select “Event is recorded.”


In the modal window, choose the event you want to use to start your automation, and select if it should run once or multiple times. When finished, click “Add Start.”

You can also create a segment in your trigger that will only allow contacts to enter your automation if they meet both the trigger and event conditions. For instance, let’s say your automation starts with subscribes to list but you only want contacts to enter this automation if they have signed up for a service once. To accomplish this, you would add your “Subscribes to List” trigger and click on “Segment the contacts entering this automation” box under “Advanced Options.” Select your event condition and the number of times this event is to take place before they can enter your automation. Then click on “Add Start.”

In addition, you can segment contacts in your trigger based on the event value you pass through the event API. For instance, if the event happened or did not happen:

It is important to note that when using the segment option in the trigger, contacts must fulfill the Event requirement first before subscribing to your list in order for them to enter your automation.


Event tracking is an advanced feature and requires working with our open API and knowledge of programming language.

Event Tracking is a flexible feature that allows you to collect data on a wide variety of contact behavior. You can create an event for any activity on your website or app and assign it a value. As you begin to capture event data and send it your Nurturelabs CXP account, you can use it to improve your marketing and sales processes as well as use it to trigger automations, create segment conditions, and personalize campaigns.

Event tracking with the PHP API wrapper is one of many ways to send event tracking data to your Nurturelabs CXP account. Once you’ve written the code on your site to define and capture events, you can use the wrapper to send the event data to your Nurturelabs CXP. Using an API wrapper makes sending event data to your account easier—wrappers handle the API connection and specific API calls as simple functions. This saves you time from having to create the API connection and calls from scratch.  

In this article, we’ll discuss how to set up Event Tracking with the API wrapper.

Setting up Event Tracking with the API wrapper

First, you’ll need to define your API credentials:

define("NURTURELABSCXP_URL", "");define
("NURTURELABSCXP_API_KEY", "3693354bb1...04c2d126b9c");require_once
("../nurturelabscxp-api-php/includes/NurturelabsCXP.class.php");$ac =

Then set up your tracking details:

$ac->track_actid = "764325673";$ac->track_key = "oy5tbe34c564...

You can find the account ID and key values on the “My Settings” > “Tracking” page. Click the link that says “Event Tracking API”:

If you want to associate an email address with the event, add it like this:

$ac->track_email = "";

If you don’t associate an email address, the event will still be added and available for creating a segment.

Next, set your event data and submit the request:

$post_data = array("event" => "event_name1", // "event_name2", etc.
"eventdata" => "event_value",);$response = $ac->api("tracking/log",

The response will look something like this:

stdClass Object([success] => 1[message] => Event spawned[http_code] 
=> 200)

Now event data will appear in your contact’s Activity Stream on the Contact Record and you’ll be able to use Event Tracking data to create segments.


One method of keeping track of your contact’s interests is to apply a tag when they repeatedly view a page or section of your site. You can use this interest tag to personalize your email content (using Conditional Content) or you could begin a targeted follow-up sequence when the tag is applied. You can also use these tags to get a sense of what your contacts are interested in as a whole. For instance, you might see that more and more contacts are looking for a particular feature, so you know to update your sales copy to place more emphasis on that feature.

How to create an automation that applies interest tags

Make sure that you have Site Tracking set up.

1. Click “Automations” in the left menu to navigate to the Automations Overview.

2. Click “Create an automation.”

3. Click “Start from Scratch” then click “Continue.”

4. Click “Web page is visited” to have the automation run when a page of your website is viewed by a contact.

5. Click “Continue.” 

6. Now you’ll need to decide what you are measuring their interest in because that determines how you configure the triggering conditions. Here’s an example:

Let’s say you have an e-commerce store that sells electronics. You want to tag your contacts by which category of products they are interested in. You sell: televisions, blu ray players, surround sound speakers, computers, and smartphones.

You would create an automation for each category of products. Each automation would check for repeat views of the web pages in that category of products and then apply a tag if they’ve viewed two or more pages in that category. For the rest of this article, I’ll configure an automation that looks for repeat views of the “televisions” category of products. To set up a complete interest tagging system, I’d create four more automations so that I have one applying interest tags for each category of products.

For my example, I would input the URL of the televisions category of my site:*

I want the automation to run when any product in the television category is viewed so I add an asterisk that serves as a wildcard. Now the automation will run whether the contact visits:


7. Now set the automation to run “Multiple Times” so that the automation runs each time the contact views a page in the televisions directory.

8. Click “Add Start.”

9. Click the “+” button to add an action to your automation. Click “Conditions and Workflow” and then click “If / Else.” The “If / Else” action creates a fork in the automation based on conditions you define. Contacts who match your conditions will travel down the “Yes” path and contacts who don’t will go down the “No” path.

We want to separate contacts who have visited the televisions category 2-5 times from all others. If a contact only visits the category once, they may have accidentally clicked into it. If they’ve visited twice, it’s safe to assume they are interested.

If they have visited 2-5 times they will travel down the “Yes” path. Let’s add an action that applies a tag to indicate they are interested in televisions.

10. Click the “+” button, click the “Contacts” category, and then click “Add tag.” 

You might use the tag:

  • [Interest] Televisions
  • Interested in televisions
  • Interest: Televisions

How you choose to format your tags is a matter of personal preference but it’s a good idea to plan out a system that makes sense and then stick to it. For more tagging best practices, see our article on that topic.

Contacts that go down the “No” path will exit the automation.

11. Give your automation a descriptive name such as “Interest Tagging for Televisions.”

12. Click the “Active / Inactive” toggle to make your automation active.

You may want to create a label so that you can group all your interest tagging automations together.

The web pages your contact chooses to view indicate where their interests lay. You might think of their page views as telling you which content, information, products, or features are most important to them. Once you’ve surmised their interests from their page views, you can send them targeted messages with content and offers that align with their interests. This will increase the relevance of your messages so they’ll be more likely to read them. You’ll have a better relationship with your contacts because what you send them is interesting to them.


Attribution uses Nurturelabs CXP Site Tracking to parse out UTM  parameters from your advertising campaigns. Nurturelabs CXP uses the same UTM parameters marketers are already familiar with, to associate the traffic source with the contact.

When a contact visits your website, if the url the contact visited has one of the standard 5 UTM tracking parameters (utm_source, utm_medium, utm_campaign, utm_term, utm_content), site tracking will parse this additional information and associate it as an “unconverted source.” It will call this special site visit a “touchpoint.”

When the contact performs a conversion event, all the previous touchpoints the contact interacted with will be attributed to the conversion event.

Why is this useful?

This paves the way for Nurturelabs CXP to provide intelligent marketing recommendations, to surface which advertising and marketing efforts are working for you to achieve your business objectives.

Attribution also allows Nurturelabs CXP users to perform advanced marketing personalization, by sending messaging to contacts based on the topics that matter to the contact based on their behaviors.


Touchpoints will be automatically appended to a contact if the contact visits a tracked url that contains one of the five common UTM parameters.

You do not need to do anything to setup traffic sources, except to make sure the Site Tracking snippet is installed on every page you want to track.

What is Nurturelabs CXP site tracking?

Attribution relies on Nurturelabs CXP site tracking to function properly. Nurturelabs CXP Site Tracking will track every visit your contacts have on your website, and associate it with the contact record. This allows you to segment your contacts if they have or have not visited a web page, and to trigger automations when a key web page is visited.

Attribution enhances these capabilities by automatically parsing the 5 common UTM parameters when a contact visits a url that contains these parameters, and calls these special site visits a touchpoint.

What are UTM tracking parameters?

UTM parameters, are special parameters that were originally used by Google Analytics (historically “urchin traffic monitor”). They were originally used to measure which advertising channels, campaigns, keywords, and ad content a user interacted with.

Since they are just a string of query parameters appended to the end of a url, many other marketing platforms have adopted them in a similar way, to track and measure the effectiveness of a marketer’s advertising and marketing campaigns.

The five UTM parameters are

  • utm_medium (ex: “CPC” for cost per click)
  • utm_source (ex:
  • utm_campaign (ex: “US Newsfeed”)
  • utm_term (ex: “Buy more stuff”
  • utm_content (ex: “Red Banner”)

Many services provide UTM builders that are free for you to use.

How to setup UTM tracking parameters for emails?

Nurturelabs CXP makes it easy to automatically append UTM tracking parameters for all of the links in your emails. This is the same as configuring each email to work with Google Analytics.

All you need to do is make sure Google Analytics setting is clicked in each email campaign.

From there, you just need to give the email campaign a name. This will match to the utm_campaign parameter.

In this section, you’ll learn how to enable site tracking and whitelist your domain.

  1. Click “Settings” in the left menu.
  1. The “Settings” menu will expand. Click the “Tracking” option.
  1. Under Site Tracking, click the “Enable” toggle to set it to the “On” position.
  1. In the “Whitelist and Install Code” section of the page, type your website URL (excluding the “http://”) into the “Add Website URL” field.
  1. Then click the “Add” button.
Add website URL step

The “Include all website pages” will be selected by default. This means that each page on your domain will be whitelisted. If you want to whitelist a single page or subdomain, type the specific URL of that page into the “Add Website URL” field. Next, untick the “Include all website pages” box then click the “Add” button.

Follow steps 4 and 5 above to add each domain (you can include the domains of multiple websites) and subdomain you wish to use with Site Tracking.

Note that you are not required to include the “www” in the URL in order to whitelist the domain.

When you click the “Add” button, the domain you entered will be listed on the “Website URL” section of the tracking page:

Whitelist your domains

Note that “Site Tracking and “Conversations” will be selected by default for each domain and subdomain you add.

  • Site Tracking
    This means that we’ll track visits made to your whitelisted URL once the tracking code is installed.
  • Conversations
    This means that the Conversations chat widget will appear on each page that has site tracking code installed. If you wish to only enable site tracking, untick the “Conversations” box. Note that in order to add the chat widget to your website, you will need to enable Conversations. 

How to install Site Tracking code

To install Site Tracking code on your site, click the “Tracking Code” box located on the Settings > Tracking page and copy it to your clipboard.

Press Control + c (Command + C on a Mac) to copy the code to your clipboard.

Press Control + v (Command + v on a Mac) to paste the code into your website.


Next, paste the site tracking code into the footer of each page on your website that you want to track.

We recommend placing the code in the footer because this is the easiest way of having site tracking work on all pages. 

However, you will need to review the documentation provided by your Content Management System (CMS) to make sure the placement of the code is correct. In addition, they may provide a solution that allows you to only paste the code once, and have it display on all pages.


Disclaimer: The contents of this web page do not constitute legal advice. This page is for informational purposes only, and we strongly encourage you to seek independent legal counsel to understand how your organization needs to comply with the GDPR. 

If you’re using Nurturelabs CXP’s site tracking feature to track visits made to your website by contacts in the EU, then you may want to make changes to consider how you’ve implemented site tracking in order to help with your GDPR compliance efforts. 

In this article, we’ll discuss:

What is site tracking?

Our site tracking feature tracks visits made to your website and associates those page visits with contact records. It also collects the IP address of your contacts. Site tracking allows you to see which web pages a contact visits so you can create segments and send targeted campaigns, display site messages to specific contacts, and is used with our attribution feature. These page visits and the IP address are considered personal data under the GDPR because they allow your contacts to be individually identified.

How the GDPR impacts site tracking

Under GDPR, you will need an appropriate lawful basis or legally approved reason before you can collect and store personal data. Once such lawful basis is consent. One way you can implement this is by creating a “Tracking Consent” notice on your site that states what information is being collected and how that information will be used based on the consent you are requesting. The information in this notice must use clear and plain language, advise of the ability to withdraw consent at any time, and contain a button or checkbox that the contact must affirmatively click in order to give their consent. 

Keep in mind that, in addition to creating a proper method to collect consent (if you are processing based on consent), you will also need to comply with other GDPR requirements, including making a compliant privacy notice available to your contacts that makes very clear data processing practices and aligns with the GDPR requirements, including the notice requirements in Articles 13 and 14. 

Who does the site tracking update for the GDPR apply to?

The site tracking update for the GDPR applies to:

  • Any Nurturelabs CXP customer in the European Union (EU) that is processing personal data and using our site tracking feature.
  • Any Nurturelabs CXP customer outside of the EU that is processing personal data of EU data subjects and using our site tracking feature.

How to update site tracking for the GDPR to obtain consent

1. Replace the site tracking code on your website.

We’ve made updates to our site tracking code in order to complement your GDPR compliance needs. You will need to replace the Nurturelabs CXP site tracking code you’re currently using with this new one. You can get this new code by going to Settings > Tracking in your account. The updated site tracking code will be located in the “Tracking Code” box.

2. Update the “Track by Default” setting in the site tracking code.

The “Track by Default” setting on our site tracking code automatically tracks page visits. Once you replace the site tracking code on your website, you will need to update that default setting. This update is done in the site tracking code that is pasted on your site. 

You can change this:


To this:


Simply replacing the site tracking code (see step 1 above) will not change how the Nurturelabs CXP platform tracks data for you. Updating the “Track by Default” setting is a necessary step that may help you comply with the GDPR when you are processing data based on consent by allowing you to obtain freely given, affirmative, informed consent.

3. Create a “Tracking Consent” notice.

The purpose of this notice is to explicitly ask contacts for their permission to be tracked and notify them what, specifically, they are consenting to. This notice can be in the form of a banner or a pop up box. The notice must state what information is being collected, how it will be used, and let individuals know that they can withdraw their consent at any time. In addition, the notice must use clear and plain language and contain some method for individuals to indicate their affirmative agreement, such as a button that they must click in order to give their consent.

You are responsible for creating this notice. If you don’t know how to create this notice, you must work with someone on your team or organization who can, or preferably your legal counsel. Our support team will not be able to assist with creating a “Tracking Consent” notice.

4. Add a snippet of code to your “Yes/Agree” button on the “Tracking Consent” notice.

If a contact has allowed site tracking, you will need to call the Javascript function, vgo('process', 'allowTracking') .

In order to allow tracking for future visits, when cookies are accepted by the contact, you might set a temporary cookie (for example, for 30 days). Then on each page load, check for the temporary cookie you have set and run vgo('process', 'allowTracking').


// Insert tracking snippet here
if (document.cookie.indexOf('accept_cookies') !== -1) {
    vgo('process', 'allowTracking');

$('.btn').on('click', function() {
    var expiration = new Date(new Date().getTime() + 1000 * 60 * 60 * 24 * 30);
    vgo('process', 'allowTracking');
    document.cookie = 'accept_cookies=1; expires=' + expiration + '; path=/';

The GDPR compliance deadline was May 25, 2018. Parties who violate the law, including collecting and processing personal data without a proper lawful basis such as consent, are subject to substantial penalties.