Supported CRMs

Pipedrive, Copper, Hubspot

Available on

Starter, Growth, Enterprise

This article covers:

  1. What is web tracking and why is it useful?

  2. How to set up web tracking?

  3. Tips, observations, and useful definitions

  4. Setting up tracking for Mailchimp campaigns

What is web tracking and why is it useful?

There are many website visitor tracking tools out there, each serving its own use case.

Outfunnel's website visitor tracking feature, or simply Web tracking as we call it, shows you which leads are visiting your website, where they come from, and which pages they've been on. And naturally, we sync all of this data to your CRM.

This way you’ll know who is more interested in your products and services, what they’re interested in, whether they’re more likely to buy, and which channel converts best.

Web visitor tracking is also a key part of our lead scoring feature, allowing you to save time by focusing only on the highest-scoring leads.

Outfunnel identifies your website visitors in one of three ways:

  • When people click on emails sent from Outfunnel

  • When people click on emails sent from 3rd party tools like Mailchimp (ActiveCampaign, Sendinblue, and Hubspot Marketing support coming soon).

  • When people fill in a supported form on your website.

How to set up web tracking?

Step 1. Add Outfunnel tracking code on your site.

You’ll find your tracking code in the Web tracking section of your Outfunnel account. Read more about how to install website visitor tracking code to your site.

Step 2. Identify web visitors from form fills or by sending email campaigns

If you’re using Outfunnel's email tool or a marketing automation tool connection like Mailchimp (ActiveCampaign, Sendinblue, and Hubspot Marketing support coming soon) with our App connector to send marketing emails and/or supported forms on your website to collect leads, website visitors will automatically be matched to contacts when people click on links included in any emails or fill in a form.

If you’re using Mailchimp to send marketing emails, see further information at the end of this article.

The more people click on your emails or fill in the form, the more people Outfunnel can identify, so we recommend sending a campaign or two with a very attractive call-to-action or offer to increase the number of people Outfunnel can identify.

Once identified, Outfunnel also records how the lead first landed on your website:

  • Lead source: UTM tags are recorded automatically. If no UTM tags are present, Outfunnel auto-detects source and medium

  • Referrer: The webpage the lead visited before arriving on your website. For example, or any other webpage. If the user typed in your website address to the browser directly no Referrer is present

  • Landing page: The first webpage the lead visited on your website

Supported forms where leads are identified automatically

  • Mailchimp Forms

  • Gravity Forms

  • Contact Form 7

  • Hubspot HTML forms

  • Wix forms

  • Elementor Forms

  • Custom web forms or forms that support custom code like Unbounce, Webflow, or Elementor (see here for instructions)

  • If there is a specific form you'd like us to track, let us know at and we'll add it to our to-do list.

Note: when using non-custom forms, please use the standard class settings in the forms. Changes in class settings may break the lead identification. If you are running into issues with the leads not getting identified, please reach out to us via chat

Step 3. See website visits in Outfunnel

You’re then ready to start seeing website visits from leads who have clicked on at least one Outfunnel or Mailchimp email campaign (ActiveCampaign, Sendinblue, and Hubspot Marketing support coming soon) or filled in a form. We’ll show you the time of the visit and the pages visited.

Step 4 (optional). Sync website visits and contact source information to your CRM

Go to Outfunnel > Web > Engagement recording and configure website visit recording. This automation allows you to configure how website visits and contact source is recorded in the CRM.

  • Webpage visits allow you to see what someone might be interested in.

  • Lead source shows how your leads first landed on your website. (Eg. a link from another website or a newsletter). For best results, we recommend using UTM tags for your email campaigns, ads, and any other campaigns.

  • Make sure to check out the Channel report to see which channels convert best.

In order to increase usefulness to salespeople we post web visits and the lead source information to the CRM with a 30-minute delay, so we can list all pages visited within the first half an hour and the duration of looking at each page.

Step 5. Stay compliant with regulations like GDPR and CCPA

If you’re based in European Union or selling to people based in European Union, make sure your website’s Privacy notice and/or Cookie notification covers consent to track people’s website visits. CCPA makes a similar requirement regarding residents of California.

We’ve provided further instructions in this article.

Tips, observations, and useful definitions

💡 Web tracking activity is synced to CRM with a 30-minute delay. While the web visit appears under the Outfunnel visitor feed almost immediately, it's synced to your CRM with a 30-minute delay to ensure that the entire session is listed under a single activity.

💡 Outfunnel creates a contact in your CRM automatically. When a supported web form is filled or when the lead enters an email address to a field on your website, Outfunnel automatically identifies the contact and creates the contact record in your CRM. If contact with a matching email is found, Outfunnel syncs the web tracking activity under the existing contact.

💡 We recommend configuring your form to create contacts in your CRM. If your form includes custom fields we recommend using your existing solution to create contacts in Pipedrive instead as Outfunnel only syncs the Email field to your CRM.

💡 What to keep in mind when you’re using Mailchimp to send marketing emails (and would like to use our web tracking feature)

  • Because we’re using Mailchimp’s e-commerce link tracking feature, you must have your Mailchimp account linked with Outfunnel. You can do that if you navigate to the Connections section in Outfunnel and follow the instructions there.

  • Outfunnel uses Mailchimp’s e-commerce link tracking to match email addresses (and so, your leads) to website visitors. All you have to do to start tracking website visitors is to tick “E-commerce link tracking” every time you send out a campaign.

First, find Settings & Tracking as you’re composing a new campaign, and click Edit.

Then tick the e-commerce link tracking checkbox.

Please note that e-commerce link tracking can be activated for both one-off campaigns and automated campaigns. For the latter, navigate to Campaigns > Ongoing and click on the name of the automated campaign. Then click on Edit Workflow Settings and tick the e-commerce link tracking checkbox.

PS: There is currently no option in the Customer Journey settings that can either enable or disable the e-commerce link tracking. This means that Outfunnel is not able to track web visits from Customer Journey campaigns at the moment.

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