Web Activity Filters
Target contacts based on website behavior
Web Activity Filters
Web activity filters let you segment contacts based on their behavior on your website. By combining email engagement with on-site activity, you can build highly targeted audiences for personalized campaigns.
Prerequisites
Web activity filters require the Mailnaptic site tracking snippet to be installed on your website. Without the snippet, no web events are captured and these filters will return no matches. See the Site Tracking setup guide for installation instructions.
Available Web Activity Filters
Site Visited Page
Matches contacts who have visited a specific page on your website. Enter a full or partial URL to match against. For example:
/pricing— contacts who visited your pricing page./blog/— contacts who visited any blog page./products/widget-pro— contacts who viewed a specific product.
Site Not Visited Page
The inverse — matches contacts who have never visited the specified page. Useful for targeting contacts who haven't yet seen key content like a feature page, case study, or upgrade offer.
Site Triggered Event
Matches contacts who have fired a specific custom tracking event on your site. Events are sent using the Mailnaptic JavaScript SDK's track() method. Common events include:
add_to_cart— contact added an item to their shopping cart.begin_checkout— contact started the checkout process.signup_started— contact began a registration form.video_played— contact watched a video on your site.
Site Not Triggered Event
Matches contacts who have not fired a specific event. This is powerful for identifying contacts who showed initial interest but didn't complete an action (e.g., visited the pricing page but never triggered a begin_checkout event).
Site Purchased
Matches contacts who have at least one recorded purchase event. This filter looks for events of type purchase tracked through the site tracking snippet.
Site Not Purchased
Matches contacts with no recorded purchase event. Ideal for targeting leads who browse but haven't converted.
Combining Web and Email Filters
The real power of web activity filters emerges when you combine them with email engagement data. Some examples:
- Cart abandonment — “Site triggered event: add_to_cart” AND “Site not triggered event: purchase” within the last 7 days.
- High-intent leads — “Site visited page: /pricing” AND “Email clicked in last 14 days.”
- Content-engaged non-buyers — “Site visited page: /blog/” AND “Site not purchased.”
How Identity Resolution Works
When a contact clicks a link in your email, Mailnaptic appends an identity token to the URL. When the contact lands on your site, the tracking snippet reads this token and associates the browser session with the known contact. Subsequent page views and events are then attributed to that contact automatically.
Anonymous visitors (those who haven't clicked an email link) are tracked by a browser cookie. Once they are identified through an email click, their previous anonymous activity is retroactively linked to their contact record.
Tips
- Web activity filters gracefully return zero matches if the site tracking migration has not been run yet — no errors will occur.
- Event names are case-sensitive. Ensure consistency between your tracking code and your segment filter values.
- Combine web filters with time-based conditions when available to target recent behavior rather than all-time history.