Audience Insights Set Up

Last updated: October 19, 2026

Audience Insights gives marketers full visibility into how their audience is exploring their website before, during, and after the event.

Overview

Sequel's website analytics toolkit helps you track page views and user interactions while respecting privacy regulations. The below process has to be completed first before any data can flow. Please review in full.

Quick Start

If you're ready with knowledge and just need the script, we kept it simple.

To ensure you don't run into any issues, please review the installation portion below.

// Initialize without tracking 

Sequel.init('your-company-id'); 



// Enable tracking when user consents 

Sequel.initializeTracking();



Installation

Add the Sequel script to your HTML:

// Add script to website

Core Features

1. Basic Tracking Setup

Initialize Sequel without tracking:

Sequel.init('your-company-id');

Enable tracking after user consent:

Sequel.initializeTracking();

This will:

  • Set a consent cookie

  • Generate anonymous user/session IDs

  • Begin tracking page views

  • Track user identification events

Disable tracking:

Sequel.disableTracking();

Google Tag Manager Integration

You can also implement Audience Insights using Google Tag Manager.

​

Go to Analytics -> Audience Insights and click on Setup Tracking Code to copy your company-specific snippet. Make sure you are in the "Google Tag Manager" tab within the pop-up.

⚠️ Important: Make sure you only call Sequel.initializeTracking() if the user has already granted consent. If you're using a Consent Manager, see the examples below.

​

Integration Examples

With Ketch

// Initialize without tracking 

Sequel.init('your-company-id'); 



window.ketch?.ready().then(() => {

 window.ketch?.getConsent().then((consent) => { 

  if (consent?.purposes?.analytics?.allowed) { 

   Sequel.initializeTracking(); 

  } 

 }); 



 // Listen for consent changes                

 window.ketch?.addEventListener('consentChanged', () => {   

  window.ketch?.getConsent().then((consent) => { 

   if (consent?.purposes?.analytics?.allowed) { 

    Sequel.initializeTracking(); 

   } else { 

    Sequel.disableTracking(); 

   } 

  }); 

 }); 

});

With OneTrust

// Initialize without tracking 

 Sequel.init('your-company-id'); 



 OneTrust?.onConsentChanged(function(category) { 

  if (category.Analytics) { 

   Sequel.initializeTracking();

  } else {

   Sequel.disableTracking();

  }

});

With Cookiebot

// Initialize without tracking

 Sequel.init('your-company-id');   



 window.addEventListener('CookiebotOnAccept', function() {

  if (Cookiebot.consent.statistics) {

   Sequel.initializeTracking();

  }

});

Manual Consent Implementation

// Initialize without tracking

 Sequel.init('your-company-id'); 



 document.getElementById('acceptAnalytics').addEventListener('click', function() { Sequel.initializeTracking();

});



 document.getElementById('rejectAnalytics').addEventListener('click', function() { Sequel.disableTracking();

 });

Cookie Management

The toolkit uses these cookies:

  • sequel-consent: Tracks consent status

  • sequelUserId: Anonymous user ID

  • sequelSessionId: Session tracking

All cookies are set with:

  • Secure flag

  • SameSite=strict

  • 1-year expiration (consent/user) or 1-day (session)

Best Practices

Privacy & Consent

  • Always get explicit consent before enabling tracking

  • Use initializeTracking() only after consent

  • Call disableTracking() when consent is withdrawn

  • Respect user privacy choices

Implementation

// ❌ Don't automatically enable tracking

 Sequel.init('company-id');

 Sequel.initializeTracking(); // Wrong! 



// ✅ Do wait for consent

 Sequel.init('company-id');

 consentManager.onAccept(() => {

  Sequel.initializeTracking(); 

});

Troubleshooting

Common Issues

  • Tracking not working:

// Verify initialization

 console.log(Sequel.hasConsent); // Should be true   

 console.log(Sequel.userId); // Should exist

  • Missing user data:

    • Check identify calls

    • Verify consent status

    • Monitor network requests

API Reference

Core Methods

// Initialize SDK

 Sequel.init(companyId: string): void



// Enable tracking with consent

 Sequel.initializeTracking(): void 



// Disable tracking 

Sequel.disableTracking(): void 



// Identify user 

 Sequel.identify(

  email: string,

  details?: {

   name?: string;

   companyName?: string;

   title?: string;

 }

): void

Support

For additional help:

Remember to:

  • Always get consent before tracking

  • Test in development environment first

  • Monitor your implementation

  • Keep privacy regulations in mind