Why Every Ecommerce Store Should Use Web Tracking

Web Tracking

Web tracking is an incredibly useful tool for ecommerce stores because it allows marketers to gather data on how subscribers interact with their website. If you don’t already have web tracking enabled for your ecommerce store, you should set it up to deliver more targeted emails to your subscribers.

How Web Tracking Works

The process of setting up web tracking is specific to your particular ecommerce platform, so how you will set up web tracking for your store varies. Klaviyo has documentation on how to set up web tracking for Shopify and for BigCommerce, but the majority of large ecommerce stores support web tracking, with the exception of Volusion.

In almost all cases, setting up web tracking simply requires you to insert a snippet of code into the HTML of your website. Then, you can begin gathering data on how your subscribers interact with your website.

One thing to note is that you must have a web visitor’s email address in order to track their activity on your site. In other words, you can’t track visitors who have never given you their email address, either through a newsletter signup, purchase, or other method.

Use Cases

Web tracking allows you to take either a broad or very specific approach in targeting customers. You can trigger emails based on more general metrics, like whether or not a subscriber has been active on your site, or you can hone in on subscribers who have viewed a particular product.

Tracking whether or not a subscriber has been active on your site is useful when determining their level of interest in your brand. For instance, you can segment your winback emails based on whether or not a customer has been active on your website in the past X amount of time. Customers who have been active on your site but haven’t purchased in a while may only need a slight nudge towards their next purchase, like a discount code or even just a glimpse of your trending products.

Web tracking also allows you to track which product categories a subscriber has viewed. If you have a subscriber who only views products in the men’s category, for example, you can add them to your men’s newsletter segment to send them more relevant emails.

You can trigger an email or a series of emails based on a particular product a subscriber has viewed. In practice, this can translate to sending browse abandonment emails, which are similar to abandoned carts and will display the product a subscriber has viewed.

You can also trigger a more general series of emails based on a product a subscriber has viewed. If a subscriber has viewed a brown pair of shoes, for instance, you can upsell them by sending an email displaying five or more similar pairs.


Web tracking is incredibly useful for sending tailored emails to your subscribers and, if possible, every ecommerce store should have it enabled. Segment or trigger emails based on whether or not a subscriber has been active on your website, or a specific product they’ve viewed.

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