We\u2019ve heard from a number of customers over the past few months, and the biggest question people have is how to make sure that SegMetrics is tracking every single lead who goes through their marketing flow.We’re always working to improve our web tracking features, and today I want to share 4 easy steps you can take to increase the percentage of visitors who are correctly tracked through SegMetrics (and any other analytics software that you\u2019re using, like Google Analytics).Out of the box, SegMetrics is configured to track visitors and leads as they travel through your marketing funnels.However, there are a number of edge cases that can keep SegMetrics from connecting visitors and leads together, and so in this article we’ll go into how to increase the number of touchpoints that you can track with SegMetrics.How SegMetrics Tracks Web VisitorsFirst, I think it\u2019s important to explain how SegMetrics tracks visitors, and how it connects that information back to contacts in your CRM.SegMetrics uses the following tracking strategy:Any visitor who comes to your site is assigned a Unique ID. This is saved in a cookie for 1 year.Any page visit that has a UTM value, email address, ad_id or Contact id in the query string is sent to SegMetrics with that visitor\u2019s Unique ID.At this point, this \u201cvisit\u201d is not connected to a lead in your CRM — and we\u2019ll keep these visits for 90 days until we can identify the Contact in the next step.If at any point a visitor has an email address or Contact id in the query string, we make an \u201cIdentify\u201d call, where we connect that visitor\u2019s Unique ID with that contact in your CRM. Multiple Unique IDs can be connected to a single Contact in your CRM, which means that you can track a single person over all their devices.Additionally, if the visitor enters their email address into any form, we send an Identify call to SegMetrics that connects the visitor\u2019s Unique ID with that email address.Based on the above, there are two things that are important when tracking your leads:Make sure that your email and ad links have UTM valuesInclude the Contact Id in your email links to connect users over all their devices4 Ways to Increase Tracking FidelityHere are four easy things you can do to significantly increase the percentage of contacts you\u2019re able to correctly identify.1) Make Sure You\u2019re Using the Latest Version of the SnippetThis is the first step — 8 months ago we released a new version of the snippet that was a major overhaul to the tracking system. If you\u2019re not using the new snippet (seg.js) then we recommend updating your tracking code to get all the new features.Once you upgrade to the new snippet, you will not need to update the code again. We only require updates between major versions, to protect backwards compatibility.2) Improve Identification Rate for New VisitorsThis is probably the most common issue — the identify pixel doesn\u2019t fire when someone enters their email address on a page, thus preventing them from connecting their Contact entry with their browser history.This is most common on older mobile devices with slow cell connections, where the user enters their email address and immediately taps \u201cSubmit\u201d before the pixel has a chance to be sent.In the Tracking Snippet, we use \u201cBeacon\u201d technology to make sure that even after clicking submit that the tracking pixel fires. Beacons are supported in all major browsers on all devices, but older iOS devices may not support Beacons, at which point we fall back to standard pixel tracking.Since we identify visitors when they enter their email address AND when we see an email address or ContactId in the URL string, the most surefire way to confirm that visitors are getting identified is to click \u201cPass contact\u2019s information to the Thank You Page\u201d in your forms.This will make sure that SegMetrics is able to identify your visitors, even if they have connectivity issues or ad blockers installed.3) Make Sure Your UTM Values are Configured CorrectlyAnother common issue we see with tracked links is that the UTM values are not configured correctly. We recommend using a tool like\u00a0Google\u2019s Campaign URL Builder\u00a0to make sure that your UTM values are configured correctly.The biggest issue we see with UTM values is forgetting the & or = in each UTM value.UTM values MUST come after a question mark, and be connect with ampersands.Good:https:\/\/example.com\/?utm_campaign=awesome&utm_source=cpcBad:https:\/\/example.com\/?utm_campaign=awesomeutm_source=cpchttps:\/\/example.com\/?utm_campaignawesome&utm_sourcecpchttps:\/\/example.com\/utm_campaign=awesome&utm_source=cpc4) Add the Contact Id (and UTM Values) to Your Email LinksThe modern user has an average of 3 devices that they access the web with, and tracking users through those devices is a challenge, especially if some devices (like their smartphone) are rarely used for optins, but still consumes content from emails.To make sure that you\u2019re able to track through all devices, we recommend adding the contact Id to the query string of your email links. This allows SegMetrics to connect the visitor\u2019s Unique Id with their contact record in your CRM.SegMetrics supports all of the following ways to connect a contact Id from Infusionsoft:http:\/\/example.com\/?contactId=~Contact.Id~http:\/\/example.com\/?ContactId=~Contact.Id~http:\/\/example.com\/?contact_id=~Contact.Id~http:\/\/example.com\/?cid=~Contact.Id~http:\/\/example.com\/?c=~Contact.Id~The ~Contact.Id~ part will be automatically replaced with the contact\u2019s id in your infusionsoft mails.If you want to go a little more advanced, you can also track your email clicks by adding in UTM values to those links, together with the contact Id. This allows you to see what the emails people are clicking, and even determine what the last email people clicked before they purchased was.We recommend a format like the following for utm tracking in your emails:https:\/\/example.com\/?utm_source=broadcast&utm_medium=email&utm_campaign=campaign-name&utm_content=2019-01-19&cid=~Contact.Id~Note that we\u2019re including our source (broadcast), the medium (email), the campaign (what we\u2019re promoting) and the date of the email, as well as the ContactId for identification.ConclusionI hope that this has helped to shed a little more light into how SegMetrics tracks visitors, and will help you improve the fidelity of your tracking.As always, if you have any questions, please feel free to reach out.