Setting up Web Analytics with Freshworks CRM enables you to run experiments on your website, track website interactions, ascertain performance of your webpages, and improve conversion rates. The Web Analytics and Management (or CRO, for Conversion Rate Optimization) module in Freshworks CRM is an add-on and can be purchased from the plans and billings page. Once purchased, you can find the module on the Left Nav panel.

The Web Analytics module offers you the following features:

  1. Personalization

  2. Heatmaps

  3. A/B Testing

  4. Split Testing

  5. Session Replay

  6. Funnel Analysis

  7. Form Analytics

  8. Polls and Feedback

Installing the tracking code

Note: We’ve introduced CRM Tracking code to track all website events, marketing, and sales interactions in one place. Install the unified tracking code to automatically add chat widget, connect existing forms, track custom events, run CRO experiments, and add/update contact information.

Go to Admin Settings > Tracking code for marketing and click Copy. Paste the tracking code for marketing inside your website’s footer. This enables your website to track all interactions and send the experiment data back to Freshworks CRM.

You can choose between synchronous and asynchronous code

  • Synchronous code: The scripts are loaded and executed sequentially.

  • Asynchronous code: The scripts are loaded and executed concurrently. Since the scripts are executed simultaneously, there is a possibility of page flickering from the original page to the variation page. Hence, avoid using an asynchronous code for A/B testing and split testing.

Install it on the tracking code of your website.

This sends data back to your website. To verify if the code snippet is working, click . When the verification is successful, you’ll receive a success notification and will be presented with a success tag.

URL Targeting

In any experiment, you can configure URL Targeting to specify the pages to run the experiments on. This helps in targeting or excluding a particular or a group of URLs.


In the URL Targeting section, you can include the URL and specify the match type, in which the experiment has to run. If the experiment has to run on multiple pages, then click on the ⊕ button for extra fields.


Use Include URLs and Exclude URLs to specify pages to include in, or exclude from the target group.


Setting URL Types

URL you enter can be matched with any of these types:

  • Simple Match- This is the default match type and targets a page on your site. This URL match type ignores query parameters and string fragments.

  • Exact Match- This URL match type includes query strings and fragments. The URL should be identical to the one specified.

  • Regex- Regular expression or regex is used to target multiple and complicated URLs by providing a pattern to match the URLs.

  • Substring- Matches all pages that contain the specified substring or text.

Setting up experiments

  1. Personalization

Personalization allows you to personalize different sections of your site to suit the interests of your audience. With this, you can segment audiences, display content accordingly, and report on an audience’s engagement with specific content.

  • Click the CRO icon, go to Personalization, and click New button. Provide the Experiment name and URL for which you want to run the experiment. You can create a Personalization experience in two ways - Using Freshworks CRM’s Visual Editor or by redirection.

  • Use Freshworks’ Visual Editor to configure all elements on the web page. 

  • Alternately, if you want to run the experiment on an existing page, click Personalization by Redirection. This takes you to a page where you can provide your variation experience URL. You can add any number of experiences and match audience segments for each one of them. 

  • Set up the Goals of the experiment and configure the Targeting parameters for the experiment before launching the experiment. Set goals based on metrics such as engagement, revenue, and conversion. Similarly, set user actions that measure goal attainment.   

  1. Heatmaps

Set up Heatmaps to track website interactions and understand which sections of a webpage garnered more attention than others. This enables you to optimize placement of content on your webpage to ensure that key sections such as CTAs are placed strategically. 

  • To set up your heatmap, go to CRO > Heatmaps and click New Experiment. 

  • Configure the experiment by adding the URL on which the experiment needs to be run, the triggers that should commence the experiment, and setting the percentage of traffic on which the experiment should be run.  

  • You can also schedule the start and end parameters of an experiment and set a cap on the number of visitors that can be used up for the experiment. 

  1. A/B Testing

With A/B testing you can create multiple variants of the same web page and display it to different segments of website visitors simultaneously. This allows you to identify the best performing variant and improve conversions.

  • To set up your A/B testing experiment, go to CRO > A/B Testing and click + New. Fill in the fill in the URL of the web page on which you want to perform A/B testing and click Create Experiment. You will be taken to the webpage.


    • Ensure that the Freshmarketer Chrome extension is set up on your browser

    • Ensure that the Tracking Code for Marketing is embedded in your website

  • Add variations to different sections on the web page to match the requirements of your experiment.

  • Set up clicks tracking for individual sections of the webpage.

  • Click Next to configure Goals for the experiment. Add additional goals to the experiment. You can choose between Conversion, Revenue, and Engagement goals.

  • Choose the audience on whom the experiment will be run. You can choose to run it on all visitors or select a segment of visitors who will enter the experiment based on criteria that you can configure.

  • Review the parameters set for your experiment on the Preflight Tab and launch the experiment.

  1. Split Testing

Split URL testing which enables them to understand visitor engagement with different versions of webpages and when the variations are far more complex.

  • To set up Split Testing, go to CRO > Split Testing and click + New. Add the name of experiment and click create to configure the experiment.

  • Provide the URL of the website and select options for URL targeting. You can choose between a Simple Match or a Pattern Match.

  • Configure Goals for the experiment You can opt between three categories of goals– Conversion, Revenue, and Engagement. You can customize individual goals to track individual events, page visits, time spent on page, etc.

  • Choose the target audience on which the experiment needs to be run. You can choose to run it on all visitors or select a segment of visitors who will enter the experiment based on criteria that you can configure.

  • Review the parameters set for your experiment on the Preflight Tab and launch the experiment.

  1. Session Replay

Session Replay allows you to record your user’s website sessions and replay it to understand how individual users interact with your webpage.

  • To set up session replay, go to CRO > Session Replay and click + New. Add the name of experiment and click create to configure the experiment.

  • Add the domain name where the experiment should be run. Additionally, add URLs from the domain which need to be excluded from the experiment and also set the percentage of traffic that needs to be run on 

  • Set traffic limits for your experiment to decide the percentage(%) of visitors who’ll be included in the experiment.

  • Secure sensitive information: Session replay tracks individual user actions on a webpage. To ensure that sensitive data such as  debit/credit card numbers are not revealed, you can mask them using CSS selector. You can also prevent the session from recording your keystrokes.

  • Choose the target audience on which the experiment needs to be run. You can choose to run it on all visitors or select a segment of visitors who will enter the experiment based on criteria that you can configure.

  • Review the parameters set for your experiment on the Summary Tab and click Start Recording. This launches the experiment and starts recording user sessions who land on the webpage.

  1. Funnel Analysis

Create funnel reports that enable you to track visitor traffic and their journey through your webpages. Set up a defined journey and examine how many users completed them and what actions they undertook between funnel steps. You can also choose between two types of funnel experiments– Regular funnel and Flexible funnel.

  • Regular Funnel- Use this experiment to track visitors who complete a defined journey. An example of a regular funnel could be

Landing Page >

Product Listing Page >

Product Details Page >


All visitors who have undertaken this journey in this exact order will be tracked. Any action undertaken in between the funnel steps will also be tracked, as long as the visitors complete all the funnel steps in order.

  • Flexible Funnel- Use this experiment to track the visitors for each and every step in a funnel. With a flexible funnel, you can reorder the funnel steps and view the drop off rate for each step. This type of funnel is suitable when you have several journeys leading to a single check out page or products page. This way you can keep track of every action that brought users to a given page.

  • To set up a funnel, go to CRO > Funnel and click + New. Add the name of experiment and click create to configure the experiment.

  • Configure the steps of your funnel by providing the URL on which the experiment needs to be run. Each step is an individual URL. You can also reorder steps by dragging them up or down.

  • Click Build Funnel to launch the experiment. You will be taken to the summary page where you can track progress of the experiment.

  1. Form Analytics

Form Analytics in Freshworks CRM helps you monitor how customers interact with your online form. Identify metrics that are underperforming and rectify them to improve conversion rates. For any given form, you can get the following reports:

  • Conversion Rates

  • Hesitation time

  • Abandonment rate

  • Drop-off

  • Time spent on the form

  • Correction rate 

  • Blank rate

  • Device specific engagement

  • To set up Form Analytics, go to CRO > Form Analytics and click + New. This brings up the URL configuration page where you can set up analytics for your form page.  

  • Fill in the form URL and click load form to load the form automatically. You can also manually input the form name/ID to load it manually. If your page has multiple forms, you can select one to track it. Selecting a form displays all the fields added to it.

  • Track converted visitors and drop-off visitors from the form page by defining track conversion. This helps identify the pages that led to the most conversions to your form. Additionally, you can set up different conditions that trigger the conversion tracking.

    You can also set up a custom goal to trigger the tracking by adding the snippet to the webpage along with the event.

  • Click the Launch Experiment button. This launches your experiment and takes you Form Summary and Reports tab.

  1. Polls and Feedback

Polls and feedback help you gauge your customer’s opinion and also enables you to engage your visitors and collect crucial feedback. Set up poll triggers for crucial events in the customer journey such as Exit page, Offers page, etc and gently nudge them towards conversions.

  • To set up a poll, go to CRO > Polls and Feedback and click + New. Add a name to your poll.

  • Build your poll by adding questions to the poll. You can choose between 5 questions types– Short Answer, Long Answer, Radio Button, Checkbox, and Net Promoter Score (NPS)


  • Customize your poll widget on the Configure tab with the following options

    • Themes for poll

    • Position of the poll on the page

    • Behavior-based triggers for the poll

    • Device-specific targeting

    • Percentage of traffic included in the poll

    • Experiment scheduler

  • Click Launch Poll to launch your experiment. You will be taken to the Reports and Summary page where you can monitor the performance of your poll.