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Magento Web Tracking

To improve marketing and sales performance, OroCRM provides a tool that tracks user behavior data from your Magento Store.

OroCRM Tracking extension adds a pre-configured tracking code to your Magento store and collects the following events:

  • Page views.
  • Registration of new users.
  • Items added to carts.
  • Start of order checkout.
  • Successful order placement.

These events are recorded in OroCRM making it possible for you to track your customer activity.


To be able to configure OroCRM Tracking extension, you need to have an active Magento integration.

You can find information on Magento Integration in this section of the guide.

Step 1: Download OroCRM Tracking Extension

To download OroCRM Tracking extension, use the following link:


You must be logged in to be able to download extension key.

Step 2: Configure the Extension on the Magento side

Once the extension has been downloaded, log in to your Magento admin panel.

  • Navigate to System in the main menu and click Configuration.


  • In the left menu, go to Customers section and click OroCRM.


  • OroCRM section contains the following fields to be defined:
Field Description
Enable Select Yes to enable OroCRM Tracking.
Identifier This identifier should be the same as the identifier you will later enter on the OroCRM side. Identifiers on the Magento and OroCRM side should coincide.
Service Host Name

Enter your OroCRM instance URL, e.g.: http(s)://

Note: Tracking script may not work properly on secure (https) pages if OroCRM is installed on a non-secure host.

  • Click Save Config to save your configuration on the Magento side.

Step 3: Create a Magento Channel

To be able to create a tracking website record, create a Magento channel first. You can find more information on Magento channels here and here.

Step 4: Create a Tracking Website on the OroCRM side

Now that you have installed OroCRM Tracking extension and configured OroCRM Tracking on the Magento side, you can create a Tracking Website in OroCRM.

  • Go to Marketing>Tracking Websites.


  • Click Create Tracking Website in the top right corner.
  • Define the following fields:
Field Description
Owner Limits the list of Users that can manage the tracking website record to the users, whose roles allow managing tracking-websites of the owner (e.g. the owner, members of the same business unit, system administrator, etc.).
Name Name used to refer to the record in the system
Identifier Unique code of the website used to generate its tracking. Identifiers in OroCRM and Magento should have the same name.
URL URL of the website to be tracked, e.g. your Store Magento.
Channel Select an active Magento channel.


Connecting a tracking record with a channel in the system binds events registered by the tracking engine and other CRM data like orders, shopping carts, customer profiles, etc. This connection can be further utilized in reports and segments.

  • Once you have completed filling in the Create Website Record form, click Save and Close.


Step 5: Check User Events

As soon as you have configured website tracking, you should be able to see customer activity in the Events section of the tracking website record you have just created.

Five events are tracked by default:

  • Page views: Every time a user gets to the page, a Visit event is logged.
  • Registration of new users: As soon as a user registers, a Registration event is logged.
  • Items added to carts: a Cart Item Added event is logged when a user adds an item to the cart.
  • Start of order checkout: a User Entered Checkout event is logged when a user starts their checkout process.
  • Order placement: An Order successfully placed event is logged when a user places their order.

These events are illustrated in the screenshot below:


Step 6: Use Collected Data

You can use data collected from your Magento store in a number of ways, creating reports and segments of users according to your needs.

Build a segment

Building segments of your customers is one of many ways of using data collected through web tracking.

As an example, let us build a segment of users who have not visited the website for more than a month.

To do this, go to Reports and Segments>Manage Segments and click Create Segment.

In the Filters section:

  • Drag a Field Condition to the field on the right to set conditions to the segment.
  • Select Magento Customer/Magento Customer (Visitor event)/Web event>Logged at.
  • Set the following variables: not between today and today-30 as illustrated in the screenshot below.
  • When you are done, click Save and Close.


The segment will appear on the Manage Segments page and contain customers sorted according to your conditions.

Create a report

Another example of using data, collected with the help of web tracking, is creating reports. Let us create a report that will display how many users have visited your websites, registered and placed their orders.

  • Go to Reports&Segments>Manage Custom Reports
  • Click Create report.
  • For entity type select Tracking Website.
  • In Columns section add:
  • Tracking Website>Name
  • Tracking Website/Tracking website (Visitor event)/Web event>Name
  • Tracking Website/Tracking website (Visitor event)/Web event>Name, set function to Count
  • In Grouping, add
  • Tracking Website>Name
  • Tracking Website/Tracking website (Visitor event)/Web event>Name
  • In Filters, set the following condition:
  • Tracking Website/Tracking website (Visitor event)/Web event>Name, field value is any of visit, registration, order placed.
  • Click Save and Close.


Once you have saved your report, you will be able to see how many users have visited your websites, registered there and placed their orders, as shown in the following example:


In similar manner, using website tracking data, you can create custom reports that fit specifically your needs and the needs of your business.

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