Behavioral Tracking and Signals
Beyond CRM milestones (lead, booking, sale) and ad attribution, DURUM.ai observes how your prospects browse your pages, through the tracking script (pixel). These behavioral signals enrich every contact record and help your teams prioritize the right prospects.
What the pixel captures
On every page where the script is installed, DURUM.ai captures browsing behavior, anonymously until the prospect identifies themselves:
| Data | Description |
|---|---|
| Pages viewed | The title and path of each page viewed |
| Time spent | How long was spent on each page |
| Scroll depth | How far down the page was scrolled |
| Video engagement | The percentage of the video watched |
| Key interactions | Form start, form submit, clicks on call-to-action buttons |
| Arrival source | The canonical source of each page view (Meta, Google, TikTok, direct, organic) resolved from UTMs and referrer, plus the campaign and ad if the visitor came from an ad |
| Device | The type of device used |
First-party and privacy-respecting
The pixel is first-party: it runs on your own domains. It does not record content typed into forms or any sensitive data, only browsing behavior. A visit is linked to a person only when the prospect identifies themselves (form submission).
Consent (Law 25 / GDPR)
The pixel respects consent. If the visitor declines via your cookie banner (or a CMP such as OneTrust, Cookiebot, CookieYes), no page view or behavioral event is collected. Page-view tracking must be covered by your privacy policy and banner.
Page views by source
Every page view is linked to its canonical source. Equivalent labels (for example meta, facebook, Meta) are merged into a single source, and traffic is split across paid, organic, referral, email and direct. You get page-view volume by source and by page path, which your funnel platform usually does not provide.
Coverage and first-party domain
A JavaScript pixel never captures 100% of page views (ad-blockers, JS disabled, consent declined). To maximize coverage (from about 70-85% to 90-95%), serve the pixel first-party via a CNAME domain on your own site. See the First-party domain (CNAME) section.
What DURUM.ai does with it
- Grouping into sessions. A single visitor's page views are grouped into browsing sessions (duration, pages, engagement), reconstructing a coherent visit rather than isolated events.
- Linking to the contact. As soon as a prospect identifies themselves, their prior browsing, even anonymous, is linked to their record. You see the full journey, including pages viewed before opt-in.
- Connecting to the ad. If the session came from an ad, it is linked to the originating campaign and ad, which strengthens attribution.
- Intent signals. Engagement (key pages revisited, video watched, form started) feeds the prospect's score to help your teams prioritize the hottest contacts.
Where to see it in DURUM.ai
- Contact record, Journey section: every page viewed is woven into the chronological timeline alongside CRM milestones. How it is displayed (time, scroll, source, Before opt-in badge) is described in Attribution & UTM.
- Marketing tab: per-ad attribution benefits from browsing sessions linked back to the originating ad.
- Score and prioritization: behavioral signals refine the evaluation of each prospect.
Prerequisites
Behavioral tracking requires the tracking script to be installed on your landing pages. See the UTM Tracking guide for per-platform instructions.
Without the script
If the tracking script is not installed, your contacts still appear in DURUM.ai (via CRM webhooks), but without page views or behavioral signals in their journey.