Website User Analytics

Statistics script for analytics on website visitors

Online forms and live chat have an embedded analytics script that allows to collect statistics on your website visitors that submitted an online form to the CRM. You can use this data to keep marketing analytics on sources of leads.

How analytics works:

1. When the analytics script is installed, all user activity is recorded in the browser (local storage) and usually includes the following: the source that brought the user to your website, pages browsed (including titles), time of visit, user IP and location. In addition, each user (browser) in assigned with a unique identifier (hashtag).

2. User website statistics is attached to each CRM integrated online form submitted. When an online form is accepted, or a live chat conversation is attached to contact, the user hashtag goes together with them. The same thing takes place when the user opens the external conversations page in the browser.

3. When a user (with a hashtag attached) opens a website with the embedded statistics script — the data about this visit is sent to the CRM and can be later used in your business process script.

This is how it looks in the CRM:

You can find the data about the source of this lead in activity/contact/online form profile.

4. In case of this customer return to website, the data about the new visit will be sent to the CRM automatically.


How to install the analytics script for website

Embed the code to all website pages:

<script src="" type="text/javascript">

2. For the online forms generated in the CRM, there is no need to proceed after point #1. If you are integrating a custom form to your website, you need to add the following code (above the tag) into the HTML code of the form:

<script src="" type="text/javascript">
In html code form
<<input type="hidden" name="intrum_stat_history"><script type="text/javascript">(function(){
  document.getElementsByName('intrum_stat_history')[0].value = window.GetIntrumStatistic();


Statistics on sources of visitors and analytics on Google AdWords advertising campaigns

CRM statistics displays the source and the precise advertising campaign/phrase that brought the user to your website.

To get this statistics, go to the advertising campaign settings and add UTM tags to your advertisement link.

Attention! By default, Google AdWords refer does not transmit any system data. This means you WILL NOT see in the CRM that the user was brought to your website by an advertisement. To change default settings, enter the parameters below to your advertising campaigns on Google AdWords.

When creating an advertising campaign, make sure to carefully arrange the link that the user clicking an advertisement will follow.

For instance, if you are advertising page — add UTM tags to it in order to consider the parameters of following this link in CRM statistics.

This is how it may look for Google AdWords:{source}&adwords_keyword={keyword}&adwords_adposition={creative}.

The data about the source, the search phrase and the advertisement location will be transmitted to variables utm_source, adwords_keyword, adwords_adposition, respectively.

You can find the full list of parameters below:

UTM tags

Name Description INTRUM variables
(to be added to the advertisement URL)


Source of following the link



Type of traffic



Name of the advertising campaign

utm_content Additional information to help differentiate among the advertisements utm_content


Type of campaign


Table of Google AdWords dynamic parameters 

Parameter Description Value INTRUM variables
(to be added to the advertisement URL)
{network} Type of platform: search or context g (Google search), (partner search) or d (display network) adwords_network
{placement} Platform — only for display network Platform address adwords_placement
{adposition} Advertisement location 1t2 (page 1, at the top, place 2), 1s3 (page 1, on the right, place 3) or none (for display network) adwords_adposition
{creative} Unique identifier of the advertisement 16541940833 (to see the identifier in AdWords, add the corresponding column to the tab) adwords_creative
{matchtype} Type of key word match e (exact match), (phrase) or (loose) adwords_matchtype
{keyword} Key word Key word adwords_keyword
{device} Type of device m (mobile phone), (tablet) or (computer, laptop) adwords_device
{devicemodel} Device brand and modification Apple+iPhone adwords_devicemodel
{copy:addlink} Text for additional links or information about products. Type any value you want to display, if the condition is met, instead of the word after the colon Additional link adwords_copy
{ifmobile:mobile} Show on mobile device. Type any value you want to display, if the condition is met, instead of the word after the colon. For example, typing {ifmobile:1111} will display 1111 in the link mobile, if a contextual advertisement was clicked  adwords_ifmobile
{ifnotmobile:notmobile} Show not on mobile device. Type any value you want to display, if the condition is met, instead of the word after the colon. For example, typing {ifnotmobile:2222} will display 2222 in the link notmobile, if a contextual advertisement was clicked adwords_ifnotmobile
{random} Advertisement  random number (64-digit number below 18446744073709551615) 18446744073709551611 adwords_random
{target} Category of location (only for location targeting) Category of location (for example, gastronomy) adwords_target
{aceid} Control or test group identifier 1С587 adwords_aceid
{param1} The first parameter adjusted first parameter value for the key phrase adwords_param1
{ifsearch:search} Display in search search adwords_ifsearch
{ifcontent:content} Display in display network content adwords_ifcontent
{adwords_producttargetid} Target product unique ID (only for campaigns with product targeting) 1bf2351c6473 adwords_adwords_producttargetid
{adtype} Type of advertising unit (only for campaigns with product targeting) pla (product advertisement), pe ("additional info about the product" extension) 


This is how a Google AdWords advertisement link would look, when ready (including standard UTM tags):{creative}&utm_content={placement}.{adposition}&adwords_network={network}&adwords_placement={placement}&adwords_position={adposition}&adwords_adid={creative}&adwords_match={matchtype}&adwords_keyword={keyword}

After adding the link, make sure to check whether following the link you added opens the website page you want. Read more about this tool in Google instructions —

When all the steps above are accomplished, the user source (refer) link will show you the advertising campaign/phrase that brought the user to your website.

To find the full list of all variable tags, go to CRM — Reports fields settings in the administrative panel.

You can also add a variable of your own to be considered when following the link to website and when compiling statistics on the sources of clients:


How UTM tags will look in the statistics

Statistics can be found in the list of filled online forms:

or in live chat conversations:

or in the contact profile created from the corresponding online forms or live chat conversation:

You must also see:

  • Online Forms Settings

  • Live Chat

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