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Dynamics 365 Community / Forums / Customer experience | Sales, Customer Insights,... / Web tracking script - ...
Customer experience | Sales, Customer Insights,...
Suggested Answer

Web tracking script - Web interactions on our website

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Posted on by CU15041821-0 4
Hi,
 
We just set up customer insights for our business. 
What we are trying to achieve: seing all the interactions a lead or a contact has with our website (when did he/she last visited the website, what page was visited ... etc). 
We did implement the web tracking script through Google tag manager on our website created via Optimizely. 
 
However, I can't find where all the information is stored and how to tie it to a lead or a contact. 
Do we have something we need to activate before seing the data ? What would be the right process in order to achieve that? 
 
Thanks in advance for your help!
Categories:
Dynamics 365 Customer Insights - Data
Dynamics 365 Sales
Dynamics 365 Customer Insights - Journeys
Microsoft Dynamics CRM
Outbound to Real-Time Transition
I have the same question (0)
  • Suggested answer
    Daniel Norris Profile Picture
    Daniel Norris 43 on at
    I assume you are referring to real time journeys and not outbound? Currently real times offering has some limitations compared with Outbound as its in Preview.
     
    Make sure you have Settings > Feature Switches > Web Tracking (Preview) turned on
     
    Navigate to Web Tracking in Settings and place the code in the <head> of your website pages.
     
    Also, when you go to the form editor for a individual form and select submissions you can see some information there. This is also available for contact/lead records when you go to the specific record > Insights > Real-time Journeys. 
     
    This is what is available currently as its in preview, but expect enhancements going forward. The principle of this capability is that it also joins up with journey automation, with two new triggers based on web visits. 
     
     
     
     
     
  • Suggested answer
    Daivat Vartak (v-9davar) Profile Picture
    Daivat Vartak (v-9d... 7,835 Super User 2025 Season 2 on at
    Hello  CU15041821-0,
     

    Congratulations on setting up Customer Insights! You're on the right track with implementing the web tracking script. However, connecting that website interaction data to your Leads and Contacts in Customer Insights requires a few crucial steps. Here's a breakdown of the process and where to look for the information:

    Understanding How Customer Insights Works with Web Data:

    Customer Insights doesn't automatically link website interactions to your CRM records just by deploying the tracking script. You need to explicitly define how to identify and match website visitors to your Leads and Contacts. This involves:

    1. Data Ingestion: Customer Insights needs to receive the website interaction data. Your Google Tag Manager setup should be configured to send this data to a designated data source within Customer Insights.

    2. Identity Resolution: Customer Insights needs to identify website visitors and match them to existing Lead or Contact records based on common identifiers.

    3. Activity Timeline: Once matched, the website interactions will appear as activities on the unified timeline of the corresponding Lead or Contact profiles.


      4.  

    Steps to Achieve Your Goal:

    1. Verify Data Ingestion into Customer Insights:

       

      • Check Data Sources: In Customer Insights, navigate to Data > Data sources. Confirm that you have a data source configured to receive your website interaction data. This might be a direct connection to a data lake where GTM is pushing data, or another intermediary service.

      • Review Data Source Status: Ensure the data source is successfully refreshing and ingesting data without errors.

      • Inspect the Ingested Data: Explore the tables within your data source. Look for fields that contain information about website visits, such as timestamps, visited URLs, and potentially identifiers for the visitor (if available).

        •  

    2. Set Up Identity Resolution: This is the most critical step to link website visitors to your Leads and Contacts.

       

      • Go to Data > Identity resolution > Match rules.

      • Define Match Rules: You need to create rules that specify how to match website visitors to your Lead and Contact entities. Common matching attributes include:

        • Email Address: If website visitors provide their email address through forms or logins, this is a strong identifier. Ensure the field names in your website data source and Lead/Contact entities for email are correctly mapped.

        • Phone Number: Similar to email, if phone numbers are captured on the website.

        • Customer IDs: If your website uses unique customer identifiers that are also stored in your CRM.

        • Anonymous Identifiers (with caution): Customer Insights can sometimes use anonymous identifiers (like cookies), but these are less reliable for accurate matching to specific Leads/Contacts and often require a subsequent known interaction (like a form submission) to solidify the identity.

          •  

      • Configure Rule Settings: For each match rule, you'll need to specify the data source table, the attribute to match on in the website data, and the corresponding attribute in the Lead and Contact entities. You can also configure match precision and rule order.

      • Run Identity Resolution: After configuring your match rules, you need to run the identity resolution process. This will analyze your data and attempt to match website visitors to your CRM records based on the defined rules. Go to Data > Identity resolution > Run.

        •  

    3. Configure Activity Mapping: Once identities are resolved, you need to tell Customer Insights how to interpret the website visit data as activities on the Lead and Contact timelines.

      • Go to Data > Activities.

      • Create New Activities (if necessary): If the website interaction data isn't automatically recognized as a standard activity type, you might need to create custom activity entities.

      • Map Data to Activities: For your website visit data source, you'll need to define how the fields in your website visit tables map to the fields of an activity entity (e.g., timestamp to activity start time, visited URL to activity description, etc.). You'll also need to specify the relationship to the Lead and Contact entities.

        •  

    4. View Interactions on Lead and Contact Timelines:

       

      • Once identity resolution and activity mapping are set up and have run successfully, navigate to your Leads and Contacts in Customer Insights.

      • Open a specific Lead or Contact record.

      • You should now see a unified Timeline on their profile. This timeline will display the website interactions (as mapped activities) alongside other interactions like emails, phone calls, and appointments.

      • You can filter the timeline by activity type to specifically view website visits.

        •  

      5.  

    Do You Need to Activate Something?

    Yes, you need to explicitly configure the Identity Resolution and Activity Mapping features in Customer Insights. Simply implementing the web tracking script is not enough to automatically link the data to your Leads and Contacts.

    Right Process Summary:

    1. Verify Data Ingestion: Ensure your website interaction data is flowing into Customer Insights correctly.

    2. Configure Identity Resolution: Set up match rules based on common identifiers (like email) to link website visitors to Leads and Contacts. Run the identity resolution process.

    3. Configure Activity Mapping: Define how your website visit data should be interpreted as activities and map the relevant fields.

    4. View Timeline: Check the timeline on your Lead and Contact profiles to see the website interactions.


      5.  

    Troubleshooting Tips:

    • Start with a Strong Identifier: Email address is usually the most reliable starting point for identity resolution.

    • Review Identity Resolution Results: After running identity resolution, review the match statistics and investigate any low match rates. You might need to adjust your match rules.

    • Check Activity Mapping Status: Ensure your activity mapping is active and processing data correctly.

    • Test with Known Leads/Contacts: Visit your website as a known Lead or Contact (e.g., by filling out a form with their email) and then check their Customer Insights profile to see if the interaction is correctly recorded.

    • Consult Customer Insights Documentation: Microsoft has extensive documentation on data sources, identity resolution, and activities. Refer to the official documentation for detailed guidance.

      •  

    By following these steps, you should be able to successfully tie your website interaction data to your Leads and Contacts in Customer Insights and gain a holistic view of their engagement with your business. Remember that the accuracy of the matching heavily relies on the quality and availability of common identifiers.

     
    If my answer was helpful, please click Like, and if it solved your problem, please mark it as verified to help other community members find more. If you have further questions, please feel free to contact me.
     
    My response was crafted with AI assistance and tailored to provide detailed and actionable guidance for your Microsoft Dynamics 365 query.
     
    Regards,
    Daivat Vartak
  • Suggested answer
    Eugen Podkorytov Profile Picture
    Eugen Podkorytov 172 on at
    Hello CU15041821-0,
    Microsoft recently added website interaction to Contact/ Lead Insights which is maby something you want to look for. In my demo there is no data but it looks something like this. 
    However, I am not sure how it works if you use Google Tag Manager. Best of luck!

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