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How to Set Up the Website Tracker

Updated

Connecting your website gives you immediate insight into actionable data, showing which accounts and contacts visit your site and how they engage.

You can enable either account-level tracking only or account + contact-level tracking with a single script.

 

1. Decide Which Type of Tracking You Need

Tracking Type What It Captures Cookie Usage
Account Website Tracker Anonymous, account-level traffic and intent signals. No cookies.
Contact Website Tracker Everything the Account tracker captures plus identified contact-level activity. Places a cookie on the visitor’s device.

💡Compliance Note:

Contact-level tracking sets a cookie and may require explicit user consent (e.g., under GDPR). You are responsible for obtaining and managing all necessary permissions from visitors.

 

2. Add the Tracking Script to Your Site

Only one Propensity script should be present on each page. Adding more than one can double-count traffic.

In Propensity

Go to Overview → Account Website Tracker or Contact Website Tracker.

Click the Website Tracking Script button and copy your script. 

Paste the appropriate code snippet as the first item inside the <head> tag of every page you want to track.

Account Only Website Example Tracking Script

<!-- Propensity tag (propensity_analytics.js) -->
<script src="https://cdn.propensity.com/propensity/propensity_analytics.js" crossorigin="anonymous"></script>
<script type="text/javascript">
propensity("propensity-[your_org_code]");
</script>

Account and Contact Website Example Tracking Script

<!-- Propensity tag (propensity_analytics.js) -->
<script src="https://cdn.propensity.com/propensity/propensity_analytics.js" crossorigin="anonymous"></script>
<script type="text/javascript">
propensity("propensity-[your_org_code]", true);
</script>

🔔 Reminder: The tracking script above is only an example. You must copy the Website Tracking Script from your dashboard. 

💡 Tip: If you need both account and contact tracking, use only the second snippet (true argument). It automatically captures account-level data as well. 

Using an Existing Global Site Tag

If you already run a Global Site Tag (gtag.js), simply add the Propensity config line from the snippet above to that tag.

 

3. Google Tag Manager Setup

  1. In Google Tag Manager, go to Tags → New.
  2. Click Tag Configuration → Custom HTML.
  3. In a new browser tab, open dashboard.propensity.com and click Website Tracking Script.
  4. Copy the code snippet for either Account or Account + Contact tracking.
  5. Paste it into the Custom HTML field.
  6. Click Add Trigger and select All Pages (or your preferred trigger).
  7. Save, name the tag (e.g., “Propensity Website Tracking”), then Submit → Publish → Continue.

Your tracking script is now live.

 

Key Reminders

  • Use one Propensity script per page.
  • The tracking script above is only an example. You must copy the Website Tracking Script from your dashboard.
  • For contact-level tracking, ensure your cookie-consent banner or policy complies with local regulations (GDPR, etc.).
  • Switching from account-only to account + contact tracking later requires replacing the script on your site or updating your Tag Manager snippet.

❓Find the Contact Website Tracker FAQs here.

💡 Also setting up the ABM Connected Website? Follow this guide after you install the tracker.

 

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