How to Use Visitor ID to Track Account Website Engagement


Prerequisites

All Terminus customers have access to this feature. Please review our implementation guide for further details on getting started.


Feature Overview

Terminus's Account-Based Visitor ID turns your anonymous website visitors into named accounts, allowing you to see — right within your Terminus instance — how your account-based advertising is driving meaningful engagement in your target accounts. Specifically, you’ll be able to see 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.

Users can also drill into a specific account view to understand what content their website visitors (both Terminus advertising accounts and non-advertising visitors) are interacting with so they can deliver timely, personalized marketing communication and sales outreach.

The “Potential Account Visits” tab shows the website behavior of companies that are not matched to an account in a Terminus campaign. This data is appended with firmographic data to help you discover new accounts that are on your site researching your solution, that also align with your ideal customer profile.

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How does Visitor ID work?

Once Account-Based Visitor ID is properly set up, Terminus begins recording website activity, cookies unique visitors, and then conducts a reverse-IP lookup to associate a company with the visit. Once the reverse-IP lookup is complete, 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.

While Terminus's proactive display ad serving is based on third party cookie data, (which allows us to target down to the department or title-level at your target accounts), web engagement data captured by Visitor ID, is only collected when a device is connected to a company's recognizable IP address at the time an ad is clicked.

(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.)


Feature Details

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:

  • Impressions: Similar to the "Aggregate View" in the Aggregate Account Report, both the data table and .csv reports show aggregate impression data for a single account under the "Impressions" column. Filtering by a single campaign will only alter the accounts shown in that view, and will not display impression data for only that campaign. Changing the date range will display total impressions served to that account, across multiple tactics, within that range. 
  • Total Visits: Total number of times the different people from an account visited your site in a given time period.
  • Unique Visitors: the number of people who visited your site from a particular company
  • Campaigns: how many Terminus campaigns an account is in.
  • Page Views: total number of pages viewed by people at a given account.
  • PPV (Pages per visit): average number of pages viewed during a visit.
  • Last Visit Date: 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 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 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.


How should Visitor ID be used?

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.

 

If you have further questions about Account-Based Visitor ID, please consult with your CSM, or email support@terminus.com

 

FAQs

How often is Visitor ID data updated in the Terminus platform?

 

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