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  5. Tracking Code Overview

Tracking Code Overview

Postalytics campaigns are able to track the online response of each piece of mail by utilizing pURLs and industry standard JavaScript tracking code – at no extra cost.  The great part of it is, you get access to rich online response data without needing to build new landing pages in 3rd party tools.

The Postalytics tracking code can work with your existing web, ecommerce, or landing page system to track each person’s response uniquely. If the recipient came from a CRM or Marketing Automation tool via a Postalytics integration, you can even sync the response stats back to the source system. 

Better yet, you have the option of personalizing your landing pages using the pURL and tracking code features. This article is meant to be read along with the Landing Page Personalization Options.

Where can I find the Postalytics Tracking Code?

You can find (and copy) the Postalytics Tracking Code in the Postalytics app in 2 places:

  • The “Integrations” page in the drop down under your user name
  • Your Campaign Dashboards (after the campaign is fully processed and setup – about 15 minutes after you schedule a Smart Send or finish setting up a Triggered Drip).

What is the Postalytics Tracking Code?

The tracking code is a little bit of Javascript code, that works much like the Javascript that other advertising tracking tools use.

<script type="text/javascript">
var a;
var rc = new RegExp('_bn_d=([^;]+)');
var rq = new RegExp('_bn_d=([^&#]*)', 'i');
var aq = rq.exec(window.location.href);
if (aq != null) a=aq;
else var ac = rc.exec(document.cookie);
if (ac != null) a=ac;
if (a != null) {
  var _bn_d = a[1];  
  (function() {
	var pl = document.createElement('script'); pl.type = 'text/javascript'; pl.async = true;
	pl.src = ('https:' == document.location.protocol ? 'https://app' : 'http://app') + '.postaladmin.com/plDataEmbed.js';
	var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(pl, s);

When you add this tracking snippet to your website, you send a pageview for each page your user visits to our servers. We processes this data and can infer a great deal of information including:

  • Who is actually on your site
  • How many pages they visited
  • Which unique pages they visited
  • What conversion, or goal pages(s) did they get to
  • What links they clicked on
  • The page flow from page to page
  • By page who visited
tracking code - online response dashboard


Adding Tracking to Your Site

The tracking code should be added into the HTML of your page before the closing </body> tag. On a static website, this code will need to go on every page (that you want tracked and personalized). For content management and ecommerce driven sites, this can typically be placed in a single theme or template file that generates the footer.

Note – it is important that the tracking code get loaded directly into the source code of the HTML of the landing page(s) you want to use. If you’re using a 3rd party tag management solution, please test out whether or not the full tracking code is showing up in the page source (look at the full source – not inspector). We’ve heard of issues where tools such as  Google Tag Manager have caused issues because they’re not inserting the tracking code into the source, they are just sending an event to be fired.

We have tested successfully with both page and global settings with HubSpot, Unbounce & WordPress pages, and plugins like IntellyWP Tracking Code Pro.

How To Test The Tracking Code

There are tools to test the Tracking Code after you’ve loaded it into your landing page(s) HTML in both the Smart Send and Triggered Drip Campaign Wizards and the Integration page.

You can simply type or paste your “Starting URL” landing page (or other pages you want to track with the Tracking Code) to run a test. Below is an example from the Integrations page:

How it works

When your customers visit a personal URL (pURL) printed on your direct mail piece, they will hit our server briefly. We track the hit and then send them on to your website with their unique identifier in the query string.

Example:  http://Joe-Smith.WantsGreenGrass.com  –> http://www.your-lawncare-ecommerce.com/?_bn_d=4D156F50-FBFD-4FDD-9F9C-CD1137D6CAB5

The first time in, a cookie is written that contains just the unique id of the visitor. Assuming the tracking code is loaded on your main ecommerce template, all pages Joe visits on your-lawncare-ecommerce.com will be tracked and can be personalized.

Each page load that has the tracking code and detects an Postalytics ID will communicate back to Postalytics with that ID. Postalytics uses that ID along with browser info to track the activity and conversions, or goal URLs identified in the campaign.

In addition, Postalytics will send back a data object containing info that can be used on your pages for personalization. Our unique variable data and logic tools let you use data from your Postalytics campaign data file to drive personalized online experiences. (Only visitors that have cookies from visiting their PURLs).

Adding The Tracking Code Into Unbounce Landing Pages

After you’ve copied the Tracking Code into your clipboard, go into the editor of your Unbounce Landing page and click on Javascripts at the bottom of the editor screen:

Unbounce Editor - Postalytics Tracking Code
  • In the Javascripts popup click on + Add New Javascript and a new window will appear
  • Complete the Script Name with a name that is easily identifiable
  • Select Before Body End Tag for the Placement selection
  • Paste the Audience tracking code
Paste Tracking Code
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