Tracking

Tracking is how Intently learns. Attribution, Experience investigations, Ask AI, and destination proof all start from events captured on your verified origin — not from a separate “analytics product” bolted on later.

For the product story (Starter vs Ask depth, engagement scores, what capture powers), see First-party capture on the marketing site.

Install the snippet first (Install). Then use Settings → Tracking to decide what to learn from each visit.

Why it matters

Without tracking depth, Attribution still runs on thin journeys. With it, Ask and Experience can answer why a path converted — not only which channel got credit.

What the SDK captures by default

Once the snippet loads on a verified origin, Intently can record:

• Session start and ongoing session identity
• Page context (URL, path, title — configurable)
• Acquisition signals (UTMs, referrer, click IDs / cookies when present)
• Automatic engagement when toggles are on (scroll, forms, content, clicks, video, etc.)

Destination sends and Stripe/CRM linking use the same session. See Events & identity for how sessions and user hash stitch into journeys.

Settings → Tracking

Open Settings → Tracking. Capabilities depend on your plan; locked items show in the UI.

User & identity

• Enable user tracking / hash when you need returning visitors and paid-click → later-purchase lookback
• Prefer product hash modes over hand-rolled hashes — they stay aligned with consent and privacy settings

Page & session context

• Page type, title, URL, path, screen, language, timezone
• Referrer and UTM capture
• Optional cookie capture (regex or named list) when you need first-party context for enrichment

Engagement & content

These power behavioral learning (Ask, Experience, insights), not only channel reports.

Starter insights (keep on for most accounts):

• Content Intelligence — what content types and CTAs visitors engage with
• Section engagement — which page sections get attention (when on your plan)
• CTA exposure — when CTAs are seen (not full click tracking)

Ask depth (opt-in; see below):

• Scroll depth / active time / hover intent / video progress — depth and intent signals
• Click tracking — button, link, and interactive clicks
• Ecommerce browse / cart events when ecommerce enrichment is on

Forms

• Form vendor tracking — submissions and friction for Ask / Experience
• Optional field-level metadata when enabled on your plan

Forms that fire form_submit (or map to a conversion name) can also create attributed conversions. See Events & identity.

Ecommerce

When ecommerce enrichment is enabled, Intently can map platform events (view item, add to cart, begin checkout, purchase, …) into the same event stream used for attribution and destinations.

Purchase-class events create conversions. Browse/cart events usually create touchpoints or enrichment — they do not credit revenue until a conversion (or Stripe payment) fires. Browse/cart volume is part of Ask depth below.

Ask depth

Settings → Tracking (and the What’s collecting rail) separates low-volume Starter insights from optional Ask depth: scroll, clicks, video progress, and ecommerce browse/cart-style events.

Starter insights (page context, UTMs, Content Intelligence, forms, sections, CTA exposure) are enough for form/content Experience gaps and many Ask answers. Visitor engagement scores on converting sessions require Engagement Tracking under Ask depth (scroll depth and/or active time) — off by default. Ask depth is collapsed by default because those toggles fire often.

Scheduled Ask-depth windows

Under Engagement Tracking, schedule a named window (label, start, end, which signals). Cron activates the toggles at start and restores prior values at end — no silent forever-on. Experience readiness and Ask cite overlapping windows for the date range you are investigating. Depth windows enrich behavioral evidence only; they do not change attribution credit.

What turning Ask depth on does

Plan & monthly event counts

Every event stored in Intently counts toward your plan’s monthly event allowance (shown on Tracking next to verified origins, and under Plan capabilities / Billing). Scroll depth and default click tracking are the usual volume drivers: a busy site can emit many events per session.

Practical guidance:

1. Leave Ask depth off until you need that investigation fuel.
2. Prefer a scheduled Ask-depth window (Settings → Tracking → Engagement Tracking) when you need a citeable burst: name it, set start/end, pick signals. Cron turns toggles on and restores prior values when the window ends. Experience and Ask cite overlapping windows for the range you are investigating.
3. Turn on only the signals you will use (e.g. scroll without blanket clicks).
4. Watch Event log and your monthly usage after enabling.
5. If you approach the plan ceiling, prefer Starter insights first — or raise the allowance — rather than leaving high-volume toggles on unused.

Feature availability still depends on plan (some Ask depth toggles are Pro+). Locked items show in the UI with upgrade hints.

Custom events

Push structured events when automatic capture is not enough:

window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
  event: 'lead',
  event_category: 'signup',
  value: 0
});

Or use the Track API from your server for offline / backend conversions (same account API key). Keep event names consistent — Attribution and Ask group by those names.

Conversion-class names (purchase, lead, generate_lead, form_submit, sign_up, signup, complete_registration, subscribe) create attributed conversions when the feature is enabled.

How tracking feeds the rest of the product

Verified origin + snippet
        ↓
  Events (Settings → Tracking toggles)
        ↓
 ┌──────┴──────┬────────────────┬────────────────┐
 ↓             ↓                ↓                ↓
Attribution   Experience      Ask AI          Destinations
(journeys,    (gaps, form     (cited answers  (CAPI / server
 models,       friction,       on spend +      delivery proof)
 ROAS)         content)        behavior)

• Attribution — needs touchpoints + conversions (Marketing attribution)
• Experience — needs content / form / section capture turned on under Tracking
• Ask AI — Attribution Ask cites models and ROAS; behavioral Ask needs engagement and form depth
• Destinations — server-side routers send from the same events (Pixels & destinations)

Consent

Consent is enforced server-side before storage and routing. If analytics or marketing consent is denied, events may not store and destinations may skip. Configure under Settings → Consent; see Consent.

Use the Debug overlay to see blocked vs captured events on the live page.

Practical checklist

1. Snippet installed; origin verified (Install)
2. Confirm events in Event log
3. Turn on user hash if you need cross-session attribution
4. Enable Content Intelligence + forms (and sections if available) before relying on Experience form/content gaps
5. Enable Ask-depth Engagement Tracking (scroll and/or active time) when you want visitor engagement scores — prefer a scheduled window so Experience can cite the period — and watch monthly event usage
6. Fire at least one conversion event (or connect Stripe) before expecting credited revenue
7. Spot-check with Debug overlay after CMP / Tracking changes

Next

• Events & identity — sessions, user hash, conversion names
• Experience — on-site gaps from capture depth
• Ask AI — cited answers on attribution + behavior
• Track API & webhooks — server-side events
• Marketing attribution — how credit is assigned
• Debug overlay — on-site QA
• SDK reference — ADT helpers