How Lead Gen & CRM Prevents Site Tracking Mismatches

How Leads Are Tracked

Tracking can be established against a lead record in one of two ways. The first way is through form submission. This is where a lead fills out a form on your website. This form must be a Lead Gen & CRM form, a native form, or a third-party form that has been integrated with a Lead Gen & CRM tracking script.

The second way tracking can be established is through email click-through. This is where a lead clicks on a link within an email sent from Lead Gen & CRM. When an email is sent from Lead Gen & CRM, the links within the message are unique to the recipient. When a lead clicks these unique links and visits a page with Lead Gen & CRM tracking code, site tracking is then established.
 

How Tracking Mismatches Happen

The primary cause of tracking mismatches are forwarded emails. Often, after a lead reads a piece of content and wants to share with a friend, they forward the message. When the friend receives the forwarded email, the links do not change and are still intended for the original recipient. If the friend clicks on those links, the site visit and additional site activity will appears on the original lead's Life of the Lead. This behavior is a result of the normal way tracking is established, and this impacts all marketing automation vendors.
 

Lead Gen & CRM's Unique Advantage

Where other marketing automation vendors fall short, Lead Gen & CRM excels in preventing tracking mismatches. The validation process is as follows:

1. Lead A is a tracked lead and receives a Lead Gen & CRM email.
    
2. Lead A forwards the Lead Gen & CRM email to a friend, Lead B.
    
3. Lead B clicks a link in the forwarded email and is directed to a site with Lead Gen & CRM tracking code.
    
4. Any site activity that Lead B takes part in will temporarily be reflected against the Life of the Lead for Lead A until Lead B submits a form on the site.
   Important: When filling out forms, it is imperative that Lead B fills out the correct fields. Lead B must fill out a form with Email Address and Last Name fields in order for new record to be created for them. If Lead B fills a form with just an email address, their device will still be tied to Lead A, and it will overwrite the email address for Lead A. If this happens, Lead B will not be created as a new contact.
    
5. Once Lead B submits the form, Lead Gen & CRM recognizes the following:
   • The information Lead B submitted in the form is not the same as the information in Lead Gen & CRM for Lead A.
   •  The device Lead B submitted the form on (meaning their desktop, laptop, mobile phone, or the like) is not a currently tracked device for Lead A 
6. When the above is recognized, Lead Gen & CRM then takes the following action to resolve
   the tracking mismatch:
   • The information Lead B provided on the form is used to create a new lead record in Lead Gen & CRM.
   • The device Lead B submitted the form on is removed from Lead A and placed under Lead B's device history.
   • Tracking activity for Lead B is removed from Lead A's Life of the Lead and moved to Lead B's Life of the Lead. 

Moving forward, when either Lead A or Lead B visit the site from their respective devices, site visits will be captured under the appropriate lead record.

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