Tracking Concepts

Introduction

Tracking in Mapp Engage provides the foundation for performance measurement. It captures delivery results and recipient interactions and makes them available for statistical evaluation.

Tracking connects message sendout with measurable engagement and defined campaign goals.

What Tracking Measures

Tracking in Mapp Engage captures two categories of activity:

• Message delivery events

  For example, whether a message was accepted, bounced, or skipped.

• Recipient interactions

  For example, opens, clicks, and defined conversion actions.

These events form the basis of all delivery and performance metrics.

How Email Tracking Works (Conceptual)

Email engagement is measured using tracking pixels and tracked links.

• A tracking pixel records message opens when images are loaded.

• Tracked links record click activity before redirecting the recipient to the final destination.

Tracking events are associated with the message and, depending on configuration and consent settings, may be attributed to individual recipients.

Conversion Tracking

Conversion tracking links message interaction to predefined goals, such as purchases or registrations.

When a recipient completes a defined goal, the system evaluates prior message interactions within a defined time frame to determine attribution.

Different attribution models influence how conversions are counted and associated with messages.

For detailed attribution logic, see Calculation of Conversions.

Tracking and Privacy

Tracking behavior can be influenced by consent settings and anonymization configurations.

Depending on system configuration:

• Engagement data may be stored at individual level.

• Engagement data may be stored only in aggregated form.

This affects segmentation and personalization options.

For configuration details, see Anonymized Email Tracking.

Tracking Beyond Email

Tracking can be extended through integrations with external analytics systems. These integrations connect email engagement with website behavior and other digital interactions.

For integration details, see Web Analytics Integrations