How Tracking Works

The Intilery tracking technology tracks visitors and customer across channels and devices.

Website Tracking

Intilery works by the inclusion of JavaScript tag on pages on your website. When users view a page on your website, the JavaScript code executes the tracking operation for Intilery. The Intilery tracking tag retrieves data about the page request through various mechanisms and sends this information to the Intilery service via a list of parameters attached to a single-pixel image request.

The data that Intilery uses to track users and provide reports and actions comes from three sources: -

  • The HTTP request of the user on the page
  • Data on the page
  • Browser and system information
  • First-party cookies

HTTP requests for web pages contain details about the browser and the computer making the request, such as the name of the host, the type of browser, the referrer, and language. In addition, the DOM (Document Object model) of most browsers provides access to much more detailed browser and system information, such as Java and Flash support and screen resolution. Intilery uses this information in to provide actionable insight. Intilery also sets and reads first-party cookies on your users' browsers in order to understand and track users’ sessions and any campaign information from the page request.

When all this information is collated, it is sent to the Intilery service in the form of a list of query parameters attached to a single-pixel GIF image request.

Here is an example of such a request

https://www.intilery-analytics.com/rest/c.gif?iutmac=1&iutmhid=81834&iutmwv=0.1201584&iutmhn=www.intilery.com&iutmp=%252Fretail&iutmrh=www.intilery.com&iutmr=&iutmcs=UTF-8&iutmul=en-US&iutmje=false&iutmsr=2560%3A1440&iutmvp=1462%3A4434&iutmdt=Overcoming%2520Marketing%2520Challenges%2520to%2520Customer%2520Engagment%2520in%2520Retail&iutms=2&iutmcc=_iutma%3D1.1329655375.1474980143.1474980143.1475681456.2%3B%2B_iutmz%3D1.1474980143.2.1.source%253D(direct)%257Cmedium%253D(none)%257Ckeyword%253D(not%2520set)%257Ccampaign%253D(not%2520set)&iutmm=fdda8486-808f-4fee-8b86-78539205e862">https://www.intilery-analytics.com/rest/c.gif?iutmac=1&iutmhid=81834&iutmwv=0.1201584&iutmhn=www.intilery.com&iutmp=%252Fretail&iutmrh=www.intilery.com&iutmr=&iutmcs=UTF-8&iutmul=en-US&iutmje=false&iutmsr=2560%3A1440&iutmvp=1462%3A4434&iutmdt=Overcoming%2520Marketing%2520Challenges%2520to%2520Customer%2520Engagment%2520in%2520Retail&iutms=2&iutmcc=_iutma%3D1.1329655375.1474980143.1474980143.1475681456.2%3B%2B_iutmz%3D1.1474980143.2.1.source%253D(direct)%257Cmedium%253D(none)%257Ckeyword%253D(not%2520set)%257Ccampaign%253D(not%2520set)&iutmm=fdda8486-808f-4fee-8b86-78539205e862

How the Intilery Tag works

  1. A browser requests a web page that contains the tracking tag.
  2. A JavaScript Array named _itq is created and tracking commands are pushed onto the array.
  3. A <script> element is created and enabled for asynchronous loading (loading in the background).
  4. The it.js tracking code is fetched, with the appropriate protocol automatically detected. Once the code is fetched and loaded, the commands on the _itq array are executed and the array is transformed into a tracking object. Subsequent tracking calls are made directly to the Intilery service.
  5. Loads the script element to the DOM.
  6. After the tracking code collects data, the GIF request is sent to the Intilery service

How GIF Requests Are Classified

A GIF request is sent to the Intilery service in the following cases and classified according to the detail below.

  • Page - A web page is viewed by your user - Interaction
  • Event - An event is triggered on your site - Interaction
  • Transaction - A purchase transaction event - Interaction
  • Item - Each item in the transaction - Interaction
  • Property - Set a property against the current visitor - Non-Interaction

Email Tracking

The Intilery service records when an email is sent to an individual customer. Each email contains a unique email reference that enables the Intilery system to identify the campaign, the version, variation, time & date and which service sent the email.

The Intilery service tracks any bounces of the email, the type of bounce (hard/soft) and the reason for the bounce if it occurs.

The Intilery system tracks the delivery of the email by the unique tracking ID of the individual email.

When the user opens the email, a transparent 1x1 pixel is included within the email that notifies the Intilery service that the email has been read.

The GIF request looks like the following 

http://www.intilery-analytics.com/rest/t.gif?ffd84986-7f59-491e-bb8d-a4abc3159171">http://www.intilery-analytics.com/rest/t.gif?ffd84986-491e-bb8d-a4abc315917

Each link within an email contains a unique id, if the user clicks a link the Intilery service can track the exact link that the user clicked. When the user clicks a link, the link first directs to the Intilery service for tracking, which then redirects them to the URL of the actual link.

An email click URL looks like the following

"GET /rest /c?r=628a95b2-02b7-41de-adb8-90fe3b2eff69&i=8776d7931c22831e4b0d467831fb3471&n=&q=false HTTP/1.1" 303 - "https://outlook.live.com/" "Mozilla/5.0 (Windows NT 10.0; WOW64; rv:49.0) Gecko/20100101 Firefox/49.0"

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