Visitor ID: Tracking Code Implementation Guide

Prerequisites

All Terminus customers have access to this feature. Please review this article for further details on the reporting available once the Visitor ID tracking script has been installed.

Article quick links:

• Feature Overview: Visitor ID
• How the Visitor ID Script Works
• Implementing the Visitor ID Tracking Code

Feature Overview: Visitor ID

Terminus's Visitor ID web tracking technology turns your anonymous website visitors into named accounts, allowing you to see — right within your Terminus instance — how your account-based programs are driving meaningful engagement on your website.

With the Visitor ID tracking script installed on their website, Terminus customers will be able to view website engagement, including page views, form fills, video plays, and specific page interactions, for visiting accounts in a specified date range. Users will also be able to see a breakdown of website activity by their target accounts, “net new” visiting accounts identified by the script, and activity from accounts in their Terminus advertising tactics.

The data tracked by Visitor ID will primarily live in the Site Engagements report, but will also be surfaced in other areas of the platform, like the Account Hub page in Data Studio and the Terminus Insights package for Salesforce.

Site Engagements Report

 

Account Hub - Data Studio

How the Visitor ID Script Works

Once the Visitor ID tracking script has been installed on your website, Terminus will begin recording website activity right away. When a visitor lands on your site, they will be cookied, and we will conduct a reverse-IP lookup to associate the visitor with their company. Once the reverse-IP lookup is complete, Terminus identifies the visiting company as either a target account (accounts in your Terminus-connected CRM), or a “net new” account, and then displays their associated web activity data in the Site Engagements report.

The Visitor ID tracking script will capture, at the account level:

• Account Name (Based on reverse-IP lookup)
• Location (IP location of the visitor)
• Last Visit Date (the last time someone from the company visited your site)
• Total Visits (total site visits in the reporting period)
• Pages Viewed (count of total page views in the reporting period)
• Unique Views (count of page views from unique visitors in the reporting period)
• The URLs of specific pages viewed (pages must be tagged with the Visitor ID script to track)

During an active visit, the tracking script will also capture:

• Form Fills: The script will recognize submitted form fills based on the layout of the web page, and the text fields present on the form. Form fills will ignore “private” form fills that include sensitive information, like login credentials. This event WILL be able to record form fills on interstitials and almost all types of forms, and will NOT require the use of a “thank you” or splash page to capture the conversion.
• Visitor ID will also look for email addresses within the form fill to tie the event to a specific account.
• Downloads: The script also looks for links that are clicked on, and contain “.pdf” in the URL during the session. 
• Video Plays: The script will detect when a video starts to play on the page, and records another event when the video ends. “Video play” events are currently supported by YouTube, Vimeo, Vidyard, and HTML5.

Finally, the Visitor ID script will be able to detect both identified*, human traffic, and non-human traffic that’s coming to your website. In the Site Engagements report, this will be broken down by:

• Identified traffic: Activity attributed to a real web user that can also be associated with a specific account.
• Non-human traffic: Non-human traffic can appear on the same corporate networks as human traffic. This traffic consists of visits from sources like Media Verification, SEO bots, and other non-human scripts. We surface this information so our customers have a more clear picture of what data is being excluded from their reporting, and to also give more visibility.

*Unidentified traffic (human traffic that cannot be tied back to a specific account), will not be shown in the Site Engagements report.

 

Enhanced iFrame Support

• Auto recognize post page load HTML
  • This gives our WEC script the ability to track events from forms, video, and link that are added to the web page bc javascript post load. Previously, these web events would go untracked.
• Communication with iframes hosted on different domains
  • Example: A form is in an iFrame and hosted on Marketo.com and not the customer’s web domain. Now we can initialize the form and track the form fills inside these iFrames.
• Functions for web developers to fire our web events directly
  • This gives the customer’s web developer the power to extend our base functionality and fire the web events on demand. Now they can custom implement our functionality under their strict security standards.
• More ROI data to push across the Terminus platform
  • These are additional touchpoints and conversions we can now push into Ad Insights, Site Engagements, and more. Customers that use this functionality will see improved performance metrics from their website.

 

Implementing the Visitor ID Tracking Code

If you are unfamiliar with the process of installing tracking pixels on your website, you can send this document with your unique Javascript code to your webmaster or web team. You should receive your code (and these instructions) during your Terminus onboarding period, but you can also reach out to your Customer Success Manager or submit a ticket through the Terminus Support Portal to obtain your script.

Once you receive your Visitor ID tag, you will need to place the tag in either the <footer>, <body>, or <head> of your website, or in your preferred tag manager.

You can place the tag across any selected domains and subdomains, or you can choose specific pages on certain domains. If you have any questions, concerns, or challenges with script implementation, please submit a ticket through the Terminus Support Portal.

Step 1: Add Tracking Code to Website(s)

Option 1: Footer Implementation

Find the <footer> tag in your website’s source code. Paste the Terminus tracking code right after the opening <footer> tag. Once you have done that, clear any cache or CDN your website may be using so the code goes live immediately. Example below:

Option 2: Body Implementation

Find the closing </body> tag in your website’s source code. Paste the Terminus tracking code right before the closing </body> tag. Once you have done that, clear any cache or CDN your website may be using so the code goes live immediately. Example below:

Option 3: Header Implementation

Find the </head> tag in your website’s source code. Paste the Terminus tracking code right before the closing </head> tag. Once you have done that, clear any cache or CDN your website may be using so the code goes live immediately. Example below:

Option 4: Implementing with a Tag Manager

Installing via Google Tag Manager

If you will be using a tag manager to install the script, you should start by confirming that you are installing on the correct Container (ex: main domain vs. a subdomain).

Once confirmed, you can create a new “Custom HTML” tag. Paste the tracking code into the block, and be sure to choose the option to “Support Document.Write”

When configuring the trigger for the tag, be sure to select the “All Pages” option (unless there are specific pages you would not want to track).

Once the tag is created, “publish” the container and clear the website's cache or CDN to ensure the code has made it to the website.

Installing on a Subdomain  

If you want to install your Visitor ID script on a subdomain, like resources.terminus.com (this may include content platforms like Uberflip, Pathfactory, or your hosted blog), you will first have to ensure that your tag manager script is installed on that subdomain.

Once you’ve ensured your Tag Manager script is installed on the subdomain, you will need to add the VID script to the container that includes your subdomain. You will also need to ensure that you create a “Custom HTML” tag for this implementation.

When configuring the trigger for the tag, be sure to select the “All Pages” option (unless there are specific pages you would not want to track).

Once the tag is created, “publish” the container and clear the website's cache or CDN to ensure the code has made it to the website.

Installing via Adobe Launch

If you will be installing the Visitor ID script via Adobe Launch, please refer to the instructions for installing Rules as outlined in this document:

https://experienceleague.adobe.com/docs/launch/using/ui/rules.html?lang=en#rule-structure ​

Step 2: Add Tracking Code to Externally Hosted Content

If any of the web content relevant to your ABM efforts is hosted by third-party vendors, you may also choose to implement Visitor ID tracking code on those externally hosted pages.

As an example, many of our customers are hosting landing pages on a marketing automation platform like Marketo or Hubspot, or a landing page tool like Leadpages or Unbounce. In order to track visits from your Terminus accounts to those landing pages, you’ll need to install your tracking code on pages hosted on these platforms.

For installation instructions, please refer to the custom code installation instructions for each provider and install the tracking code provided by Terminus according to those instructions. Instructions for some of the most common providers are linked here:

• Marketo: How to Add Custom Code to a Marketo Landing Page
• Hubspot: How do I Add HTML to my HubSpot Page?
• Unbounce: Using Custom Javascript and CSS On Your Landing Page
• Leadpages: Tracking And Third-Party Analytics

Step 3: Verify The Tag Is Running

Once the tag is installed on either your site or an external landing page, you can check to make sure it is running by using the developer tools in Google Chrome or Firefox.

• On a PC: either hit F12, or go to Settings > More Tools > Developer Tools. Click “Network” then in the Filter section type “wec-assets” and if you see the code load on the site, it was implemented correctly.
• On a MAC: Click on “view” from your menu bar at the top left section. Hover over “Developer”, select “Developer Tools”, click “Network” then in the Filter section type “wec-assets” and if you see the code load on the site, it was implemented correctly. Alternatively, you can right click on the browser screen and select "Inspect" > Network.
• You should see the following cookies when the script fires in your browser (named jwt_cookie):
• "s-9da4" is a session cookie, and "d-a8e6" is a device ID cookie. If you get rid of them or block them then you will lose Visitor ID tracking for visitors.
• Similar to other tracking scripts, you may choose to have the VID code not fire off if the user declines the cookie policy/agreement. Also if they have DNT (Do Not Track Headers) we will not track those visitors.
• If you do not see it, please refresh your page. If there continues to be an issue, contact your webmaster and submit a ticket through the Terminus Support Portal.

If you installed the script via your Tag Manager, you can verify that the script is running by navigating to:

• Developer Tools (Right click + Inspect, or Settings > Developer Tools) > Sources > Tag Manager URL > Tag Manager Container > Search for “wec-assets” and verify the Terminus script was installed on the correct Container