How to Use Account-Based Visitor ID to Track Account Website Engagement

Terminus is excited to introduce Account-Based Visitor ID, which allows you to understand if ABM efforts are driving the right traffic to your website. It turns anonymous website visitors into named accounts, allowing you to see — within your Terminus account — how ABM efforts are driving account engagement on your site. Specifically, you’ll be able to see, by account, the number of unique visitors, page views, pages per visit, and total visits for each account as well as the date of the last visit.

 

“We needed the capability to identify visitors going to our customers’ sites - it’s going to allow our customers to know if their ABM campaigns and efforts are working, and how account-based advertising drives engagement leading to revenue.”

- Bryan Brown, Chief Product Officer for Terminus.

 

Terminus changed digital advertising for B2B marketers by allowing them to target all relevant stakeholders at best-fit accounts with targeted display ads — even without contact data —and see how display ads are driving account progression towards closed-won deals. Account-Based Visitor ID provides a more robust leading measure of engagement than clicks and a better indicator of buying intent. Whether they actually click on the ad or just visit your website directly, you’re now able to track that activity using Account-Based Visitor ID.

For example, Terminus customer VersionOne saw that Terminus ads drove 2x more organic traffic without any SEO changes. They were able to see the lift in traffic but weren’t 100% sure which accounts that traffic was coming from. With Account-Based Visitor ID, you can now track that web traffic within Terminus and identify the accounts from which the traffic is coming.

Tracking website behavior of target accounts closes the loop on understanding if Terminus campaigns are driving engagement. Impressions and clicks tell part of the story, but insight into how those ads are affecting traffic to your website from your target accounts tells an even stronger story about campaign performance. For example, impressions and clicks don’t capture the VP who has seen your ads everywhere and then Google’s your company to do research. Combined with account progression reporting*, you now have all of the right indicators to measure the success of your Terminus campaigns in helping drive the results that matter: opportunities created, new customers, and larger deal sizes.

Aggregate View

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In this view, you can see the website behavior of accounts in Terminus campaigns and accounts that are not. The aggregate data includes:

  • Campaigns: how many Terminus campaigns an account is in
  • Unique visitors: the number of people who visited your site from a particular company
  • Count of visits: total number of times the different people from an account visited your site in a given time period
  • Pageviews: total number of pages viewed by people at a given account
  • Pages per visit: average number of pages viewed during a visit
  • Date of last visit: the last time someone from a particular account visited your site

Clicking on the “Potential Target Tab” shows the website behavior of companies that are not matched to an account in a Terminus campaign to help you discover new accounts that are on your site researching your solution. 

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Account Drill Down

To drill down into the specific behavior of an account on your website, click on the account.

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The Account Drill Down gives you the ability to dive into a particular account’s web behavior including:

  • Domain: shows the domain or subdomain that people from a particular account have visited
  • Unique URL: shows the particular page people at a particular account visited
  • Last visit date: the last time someone from a particular account visited that specific page
  • Visits: total number of visits from people at an account to that particular web page
  • Unique Visitors: how many different people visited that particular web page

Account-based Visitor ID provides date range controls and is exportable for deeper analysis.

Filtering Account-Based Visitor ID Data

There are filters within Account-Based Visitor ID that allow you to look at website engagement data for specific campaigns and/or accounts. This allows you to more easily visualize how Terminus is driving accounts to engage with your website. 

When you search for an account and the search term applies to multiple accounts, we’ll show all of the ones that match. Once the search terms match a single account, the graph showing total visits and impressions will update to display only data for that account. (Note: Filtering to an account will find the account in either the Targeted or Potential tab.)

Filtering by a campaign will show all Terminus campaigns and campaign creation date in a drop-down menu – regardless of status – and you can only select one campaign at a time. When you choose a campaign, the default view will show all targeted accounts that are or have been a part of any tactic within that campaign. (Note: Potential will show no results since the filter applies to all accounts that are being targeted.) You can also select a date range filter for a campaign, which will automatically extend impression and site visit data in the graph 4 weeks prior to the campaign start date and 4 weeks after the end date (or until the current date).

To learn more about filters, check out this article

Setting Up Account-Based Visitor ID

To set up Account-Based Visitor ID on your site, you’ll need to work directly with your Terminus Customer Success Manager (CSM) to ensure it is setup properly. Visitor ID requires you to place a snippet of Javascript code on your website and identify the domains and subdomains to track. You’ll probably want to work with your webmaster to install the code. Instructions for that can be found here.

Before your Visitor ID onboarding meeting, you’ll need to first identify the following:

  • How many total visits (also known as sessions in Google Analytics) does your site get per month?
  • How many unique visitors (also known as users in Google Analytics) does your site get per month?
  • Which websites and/or subdomains would you like to track? (Note: we suggest only selecting high-value pages to track such as your product page and pricing page to cut through some of the noise of website visitor tracking. This will also help you stay within the unique monthly visitor limit included in your Terminus package.)

During your onboarding call, your CSM will explain how Visitor ID works and how to set it up as well as answer any questions you have. Based on your current website traffic, they’ll advise on which pages to track. If you have a highly trafficked site, you may need to be selective to stay within your allotted monthly unique visitors, or you can add more. After the call, you’ll have all the information you need to install the tracking code on your site.

Once the code is installed on your site, let your CSM know and they will activate Account-Based Visitor ID for your Terminus account.

Pricing for Account-Based Visitor ID

Currently, we’re offering Account-Based Visitor ID to all existing Terminus customers at no additional cost. You’ll receive a set number of monthly unique visitors based on your current Terminus package.

Starter - Includes up to 20,000 unique visitors per month
Accelerator - Includes up to 50,000 unique visitors per month
Terminator - Includes up to 120,000 unique visitors per month

If you have any questions about pricing, please reach out to your CSM.

How does Account-Based Visitor ID work?

Once Account-Based Visitor ID is properly set up, Terminus begins recording website activity, cookies unique visitors, and sends that information to Kickfire to identify the company associated with the visit. Once we have the reverse-IP lookup from Kickfire, Terminus identifies if the company is in a Terminus campaign or not and then displays that information in the Account-Based Visitor ID section of your Terminus account. Since the visitor is cookied during their visit, they’re considered a unique visitor and subsequent visits to your site will be tracked but not be counted against your allotment of monthly unique visitors.

(Note: As with any other cookie-based tracking solution, if a visitor clears their cookies, doesn’t allow cookies, or visits from another device, they will be counted again as a unique visitor if they return to your site.)

What makes Terminus Account-Based Visitor ID unique?

Although there are similar products available that track visits to your website, there are two key advantages of Terminus’ Account-Based Visitor ID.

First, the Terminus team went through an exhaustive vetting process to find a technology partner that could most accurately identify the companies visiting a specific website. Because our customers are using Terminus for targeted advertising to a specific group of best-fit accounts, accuracy in the website identification data was absolutely essential.

There are a lot of vendors that do IP-lookup, but if the data isn’t high-quality, it won’t match to our customers’ CRM data. Some of the criteria in our vendor selection process included accuracy of IP address lookup, reach of IPs we could match, a robust API with quick response times, and most importantly, a vendor that would become a strategic partner. We ran a test with four different vendor tags on our website for one month and there was one partner whose technology was the clear leader in both reach and accuracy: Kickfire. Terminus has devoted tons of time and resources to develop the best-in-class B2B data and ad targeting capabilities and to support the focused ABM efforts of our customers, so we needed a best-in-class technology partner like Kickfire to power our account-based web analytics solution.

Second, Account-Based Visitor ID uses an advanced matching algorithm to provide additional insight into the impact of your ABM efforts (specifically your Terminus campaigns) by allowing you to quantify the lift in web engagement from target accounts. This gives you a more holistic and predictive indicator of account engagement and doesn’t require you to rely on vanity metrics such as click-throughs and form completions.

In addition, Account-Based Visitor ID also allows you to identify companies that are visiting your site but are not target accounts in a Terminus campaign. This gives you an additional source of net-new accounts that are showing interest by visiting your site (and specific pages on your site), but without requiring them to complete a form.

If you have any questions about Account-Based Visitor ID or would like to learn more, please reach out to your CSM or email success@terminus.com.

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