How do I set up Web Tracking on my website?

Web Tracking captures how visitors interact with your website: the pages they view, the forms they submit, the files they download, and how long they stay engaged. Chili Piper connects this activity to the companies and people visiting your website, so your team can see buying intent and act on it.

Table of Contents

• Why Web Tracking matters
• Events Web Tracking captures
• Before you start
• Find your tracking script
• Option 1: Add the script to your website HTML
• Option 2: Add the script with Google Tag Manager
• Confirm Web Tracking is working
• Privacy and consent
• Good to Know

Why Web Tracking matters

Most buyers visit several pages before they fill out a form or talk to your team. Web Tracking records that journey from the first visit.

When a visitor submits a form, Chili Piper links their earlier browsing on that browser and device to their email address. Their full history then appears on their person and company records.

With Web Tracking active, you can:

• See which companies and people visit your website, and which pages they view, in the Companies and People tabs of Engagements. Many visits are anonymous until the visitor submits a form. When Account Identification is turned on, Chili Piper uses Leadfeeder to identify the company behind anonymous visitors;
• Use intent signals in Orchestrator Flows to target the right audiences for your go-to-market (GTM) motions (coming soon);
• Personalize Chat AI conversations based on what a visitor has already viewed;
• Give the Email Composer Agent context to generate relevant outreach.

Events Web Tracking captures

Every event also records the visitor, the session, the time, and the page it happened on. A session ends after 30 minutes without activity.

Before you start

Make sure you have:

• A Scale or Enterprise plan;
• Admin access in Chili Piper;
• Access to edit your website's HTML or your Google Tag Manager (GTM) container, or a teammate on your web team who has it.

Note: Web Tracking runs on its own script, separate from the Chat script. We recommend you add the Web Tracking script to every page of your website, including pages without Chat. This captures each visitor's full journey.

Find your tracking script

1. Go to Command Center;
2. Click Org Controls, then Web Tracking;
3. Scroll to the Tracking Script section;
4. Select the tab that matches how you manage your website:
   • Without Google Tag Manager: you add code directly to your website's HTML;
   • With Google Tag Manager: you add code through a GTM tag.
5. Copy the snippet.

Note: Your snippet includes your account's subdomain and tenant ID. Always copy it from your Web Tracking page. The examples in this article use placeholders.

Option 1: Add the script to your website HTML

Use the snippet from the Without Google Tag Manager tab. It looks like this:

<script type="module" src="https://YOUR-SUBDOMAIN.cpcdp.io/web-data/tracking/index.js"></script>
<script type="module">window.ChiliTracking.init({ tenantId: 'YOUR-TENANT-ID' })</script>

1. Open the HTML template that all your pages share, such as your site header or main layout. Adding the script there installs it on every page at once;
2. Find the closing </head> tag;
3. Paste the snippet directly above </head>;
4. Save and publish your changes;
5. Repeat these steps for every website you want to track, such as a blog or documentation site that uses a separate template or domain.

Here is an example of where the snippet goes:

<html>
  <head>
    <title>Your website</title>
    <!-- your other scripts -->
    <script type="module" src="https://YOUR-SUBDOMAIN.cpcdp.io/web-data/tracking/index.js"></script>
    <script type="module">window.ChiliTracking.init({ tenantId: 'YOUR-TENANT-ID' })</script>
  </head>
  <body>
    ...
  </body>
</html>

If your website runs on a website builder, paste the snippet into the builder's site-wide custom code setting for the head section.

Option 2: Add the script with Google Tag Manager

Use the snippet from the With Google Tag Manager tab. This version is built to load correctly inside a GTM Custom HTML tag. It looks like this:

<script>
(function() {
  var s = document.createElement('script');
  s.src = 'https://YOUR-SUBDOMAIN.cpcdp.io/web-data/tracking/index.js';
  s.type = 'module';
  s.async = true;
  s.onload = function() { window.ChiliTracking.init({ tenantId: 'YOUR-TENANT-ID' }); };
  document.body.appendChild(s);
})();
</script>

1. Open Google Tag Manager and select the container for your website;
2. Click Tags, then New;
3. Name the tag, for example "Chili Piper Web Tracking";
4. Click Tag Configuration and select Custom HTML;
5. Paste the snippet into the HTML field;
6. Click Triggering and select All Pages;
7. Click Save;
8. Click Preview to test the tag on your website and confirm it fires;
9. Click Submit, then Publish.

Confirm Web Tracking is working

1. Visit a page on your website where you installed the script. If your website shows a consent banner, accept it during this visit, since the script holds events until consent is granted;
2. In Chili Piper, go to Command Center > Org Controls > Web Tracking;
3. Check the Events Last 24h section. It shows an ACTIVE badge once events arrive, along with:
   • Page Views: the total number of pages loaded;
   • Unique Sessions: the number of browsing sessions;
   • Unique Visitors: the number of distinct visitors.
4. Check the Domains section. It lists each website domain sending data, with its number of sessions in the last 24 hours.

If a domain where you installed the script is missing from the list, open a page on that domain and confirm the snippet is present in the page's HTML.

Privacy and consent

The Web Tracking script follows Google Consent Mode. While a visitor has not granted consent, the script holds their events. It sends them once the visitor grants consent.

Good to Know

• Visitors are recognized per browser and device. The same person on a new device appears as a separate visitor until they submit a form there;
• Company identification for anonymous visitors is based on IP address, so some visitors' companies remain unidentified.