Tracking and Cookies Overview

  • Updated

This article explains how Act-On uses cookies and tracking pixels to collect user data and behavior.


The Beacon Tracker works by placing a cookie on a user's browser. The cookie identifies and stores all behaviors that the user takes on your website, Act-On landing pages, and forms, and anywhere else you have placed your tracking beacon code.

  • The tracking beacon shares the cookie data with the Act-On application, which aggregates it and displays it to you.
  • If a user clears their cookies, they may show up as anonymous for a period of time. However, certain behaviors on your site (e.g. form submission) allow the application to connect their new cookie to their existing contact profile.
  • The Act-On beacon code is considered a first-party cookie if properly installed with a CNAME record on a single marketing domain with Act‑On in that domain. This is usually the case when Act‑On is correctly configured (see Editing your DNS to Implement DKIM & Email From Setup for more information).
    If the marketing domain is not set up, the Act-On beacon code is considered a third-party cookie.
  • Finally, the cookie name is prefixed with 'wp' followed by your account number. So if your account number is '12345' your cookie would be named 'wp12345'.

Tracking Pixels

When messages are prepared for sending, Act-On adds an invisible 1px image to your message that acts as the tracking code.

  • This pixel is customized for each recipient. If the image loads for a particular recipient, we are able to gather basic data about their open or click behavior.
  • We can often identify the IP address (and through that geolocation data) based on this data.

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