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Tailor Web Tracking to Each Website Directly from Your Messenger Configurations

  • 1.  Tailor Web Tracking to Each Website Directly from Your Messenger Configurations

    Posted 21 hours ago

    As of December 8th, web tracking settings are introduced to Messenger as part of digital user tracking configuration (formerly known as journey tracking). Administrators can enable, configure customized tracking per website or business context, and deploy web tracking directly within Messenger.  

    This enhancement brings granular control and helps organizations align tracking behavior with varied compliance, operational, or experimentation needs. 

    A Flexible and Customizable Configuration Experience 

    Previously, web tracking settings were only available under Predictive Engagement, where a single configuration applied globally across all deployments. Organizations could not tailor tracking rules for individual sites, business units, or test environments. 

    With the new Messenger-based configuration model, administrators can now create and assign unique tracking settings for each Messenger Configuration, enabling: 

    • Support for multiple websites with distinct tracking requirements:
      A microsite may collect attribution data, while an authenticated portal may require strict privacy filters.       

    • Reduced configuration clutter and clearer ownership boundaries:
      Each team can manage the tracking settings for its own domain without       impacting others.       

    • Default tracking behaviors for selected domains:
      Web tracking settings are optional and apply baseline tracking behavior when empty.       

    • Safe testing environments:
      Teams can validate tracking configurations in selected internal environments before deploying them to production.       

     

    Refined tracking behaviors for more accurate representation of user journeys 

    By default, digital user tracking captures all visitor navigation, which is sufficient for many scenarios. However, when finer filters or privacy considerations are required, Messenger's web tracking settings offer targeted control. 

    1. Exclude IP Addresses: Filter Out Unwanted Traffic 

    Administrators can exclude individual IP addresses or IP groups to prevent the collection of internal or non-customer data. Their data will no longer be collected to prevent tracking unwanted employee navigation and mixing internal traffic with actual customer traffic. 

     Common applications include: 

    • Filtering internal employees in selected environments:
      Prevent inflated page-view metrics during content reviews of public-facing sites, while allowing employee tracking in internal environments to facilitate testing. 

    • Excluding partner agencies:
      Avoid skewed analytics when marketing or development partners       frequently access a site.       

    2. Exclude URL Query Parameters: Omit Non-Essential or Sensitive Data 

    URL Query Parameters appear in a website's URL. They usually store values. Since digital user tracking treats every URL change as a page view, excluding irrelevant or sensitive parameters helps maintain cleaner, more meaningful journey data. 

     Common applications include: 

    • Marketing attribution parameters (e.g., utm_campaign, ad_id):
      Prevent a single page from appearing as multiple distinct visits       when a visitor accesses it from different sources such as a newsletter, an online ad etc.       

    • Sensitive user data (e.g., user IDs, token IDs):
      Reduce compliance risk and avoid logging user-specific identifiers.       

    • Pagination and filter parameters (e.g., page=10, sort=price_asc):
      Remove irrelevant web navigation context that commonly generates a high number of page views      .       

    • Third-party integration parameters (e.g., chatbot IDs, AB test variants):
      Appended parameters from external services can be passed in the URL of the same web page.       

    3. Track URL Fragments: Capture Fragment-Based Navigation 

    URL fragments (the part of a URL after #) can represent anything from page sections to application state: 

    • Hash-based routing in Single-Page Applications:
      These URL fragments       represent different views/pages. If disabled, significant navigation may collapse into a single page view. 

    • In-page anchor navigation:
      Understand what kind of information users are       seeking where section-level interactions indicate relevant user intent.       

    • UI state stored in hash parameters:
      Single-Page Application uses hash parameters to store temporary states or actions that define the behavior of the web app, such as applying sorting and filter options selected by a user or opening a modal on user click.        

    4. Track Site Searches: Record terms searched by visitors 

    Some websites store user search terms in query parameters (e.g., ?q=pricing). By registering these parameters in Messenger, search activity is properly recorded as a Search event rather than a navigation entry. 

    There are multiple types of searches that can be tracked with this setting: 

    • Internal Site Search:
      Collect keywords typed and searched by web       visitors to understand key user intent and surface most common subjects or questions.       

    • Advanced Search:
      Retailers and marketplaces often support multi-attribute searches (category, color, size, availability). Those user preferences are often stored in multiple query parameters and reflect customer needs or constraints.       

    • Product or service comparison:
      Comparison tools       listing characteristics and pricing of two products such as subscription plans or electronic devices often store selections in query parameters. Capturing this behavior reveals customer decision patterns.       

    Useful Links 

    Please check out the resources below to learn more and get started: 

     



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    Mai-Christine Hoang
    Product Manager
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