What the Nero Tag Does

The Nero Tag has two primary functions:

  1. It automatically tracks how users interact with your site.
  2. It allows you to send custom user and event data to LifeStreet to improve campaign performance.

This data is collected for all users visiting your pages (i.e., it is not limited to only users driven by LifeStreet) to give a more complete picture of on-site engagement.

View Technical Specifications
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Automatic Behavior Tracking

Sending Custom User & Event Data

Once you have placed the Nero Tag via a <script> tag in your pages, it starts collecting user engagement data automatically. The tag sends the following data back to LifeStreet:

  • Page Progression: Tracks which page a user is on in your flow (Page 1, Page 2, etc.).
  • Page Details: Captures the URL and title of the page being viewed.
  • Time on Page: Measures how long a user stays on a page.
  • User Agent Information: Collects basic browser and device data.

This data allows LifeStreet to distinguish engaged users (those who advance through your flow or stay on a page for a minimum time) from bounced sessions (where users leave quickly).

Beyond automatic page view tracking, you can send custom data to LifeStreet. The system is designed to track two types of information: events, which are actions the user takes, and user data, which are attributes about the user themselves.

This is accomplished by sending a payload that can contain an event name (e.g., funnel_step_completed), attributes describing that event (e.g., step_name), and a user_data object for all user-specific information (e.g., email, homeowner).

There are two methods for sending this data:

Client-Side with Nero.send()

The Nero.send() JavaScript function sends data directly from the user’s browser. This is ideal for tracking on-site user actions or sending user information as it is collected in your landing page flow.

Server-to-Server (S2S) Events

The Server-to-Server (S2S) integration is used for events that happen on your backend systems, such as an offline conversion. To connect an S2S event to the original browsing session, a unique identifier that you provide (e.g., a session ID or a user ID) must first be sent from the client-side. Your server then sends the S2S event with that same identifier, allowing LifeStreet to link the two.