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Web tracking tags are HTML code you paste on your website.
Basically, you'll then be able to track (through the trackinglogRcp schema) what your recipients are doing after they've clicked in the email

One of the best example is, imagine you're sending a promotion for sales on your website
On a normal basis, you have the tracking about the openers and the clickers...
But that's all: there is no direct link between those figures and tracking on the website
Inserting webtracking tag on your website, would then permit you to know which recipient, targetted in the delivery, bought a product: you can then calculate the turn over generated with your sent delivery

Unfortunately, webtracking tags feature will be abandonned from Neolane (oups, adobe campaign) as this feature can be bundeled with other Adobe features such as Adobe Experience Manager. And even if you are not interested into, you can synch with services like mix panel, etc

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