Prerequisites
This feature is available to all Terminus customers. For more detailed information on the reporting capabilities accessible after installing the Visitor ID tracking script, please review the below article."
Article quick links:
- Feature Overview: Visitor ID
- How the Visitor ID Script Works
- Implementing the Visitor ID Tracking Code
- FAQ
Feature Overview: Visitor ID
Terminus's Visitor ID web tracking technology transforms anonymous website visitors into named accounts. This feature enables you to observe, directly within your Terminus instance, how your account-based programs are generating meaningful engagement on your website.
When Terminus customers install the Visitor ID tracking script on their website, they gain access to detailed insights into website engagement. This includes tracking page views, form submissions, video interactions, and specific page engagements for visiting accounts within a specified date range.
Users can also access a breakdown of website activity categorized by their target accounts, newly identified visiting accounts, and activity from accounts included in their Terminus advertising campaigns (tactics).
The data tracked by Visitor ID will primarily resides on the Site Visits page. However, it also surfaces in other areas of the platform, such as the Account Hub page in Data Studio and the Terminus Insights package for Salesforce.
Site Visits Page
Account Hub - Data Studio
Terminus Insights

How the Visitor ID Script Works
After installing the Visitor ID tracking script on your website, Terminus promptly starts recording website activity. When a visitor arrives on your site, they are cookied, and we perform a reverse-IP lookup to match the visitor with their respective company. Following this lookup, Terminus identifies the visiting company as either a target account (accounts in your Terminus-connected CRM) or a 'net new' account. Subsequently, their associated web activity data is showcased in the Site Engagements report.
Our contact to account alignment process involves matching users to specific companies through the utilization of reverse IP data obtained from both first and third-party datasets. By leveraging this method, we analyze the IP addresses of website visitors to identify the companies they represent, allowing us to tailor marketing efforts and outreach strategies more effectively. This approach enables us to provide valuable insights into visitor behavior and preferences, facilitating personalized engagement and enhancing the overall customer experience. Additionally, by incorporating data from reputable third-party sources, we ensure accuracy and reliability in our matching process, enabling us to deliver targeted and relevant content to the right audience at the right time.
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)
Throughout an active visit, the tracking script captures various interactions:
- Form Fills: The script recognizes submitted form fills based on web page layouts and text fields but disregards 'private' form fills containing sensitive data like login credentials. It effectively records form fills, including those on interstitials and most form types, without the need for a 'thank you' or splash page. Moreover, Visitor ID searches for email addresses within the form fill to link the event to a specific account.
- Downloads: The script identifies links clicked during the session that contain '.pdf' in the URL.
- Video Plays: It detects the initiation and completion of video plays on the page. This 'video play' event is supported by platforms such as YouTube, Vimeo, Vidyard, and HTML5.
The Visitor ID script distinguishes between identified human traffic and non-human traffic on your website. In the Site Engagements report, this breakdown includes:
- Identified traffic: Activities attributed to real web users that can be associated with a specific account.
- Non-human traffic: This category encompasses traffic that isn't generated by real users, such as Media Verification, SEO bots, and other non-human scripts. Despite appearing on corporate networks, this traffic is identified separately to provide our customers with a clearer understanding of excluded data in their reporting.
Note: Unidentified traffic (human traffic that cannot be tied back to a specific account), does not appear in the Site Engagements report.
Enhanced iFrame Support
-
Auto Recognition of Post Page Load HTML
- The WEC script tracks events, such as form submissions, video plays, and link clicks, even after the initial page load. This ensures the tracking of events that were previously unrecorded.
-
Communication with Cross-Domain iFrames
- Our script can now interact with iframes hosted on different domains. For instance, if a form resides within an iframe on Marketo.com (instead of the customer's web domain), our script can initialize and track form fills within these iframes.
-
Direct Web Event Firing for Developers
- Web developers now have the capability to trigger our web events directly. This empowers them to extend our basic functionality and implement custom features while adhering to their strict security protocols.
-
Enhanced ROI Data Across Terminus
- These additional touchpoints and conversions provide more comprehensive ROI data, which can be seamlessly integrated into Ad Insights, Site Engagements, and other Terminus functionalities. Customers utilizing these features can expect improved performance metrics derived from their website.
Implementing the Visitor ID Tracking Code
If you're unfamiliar with the process of installing tracking pixels on your website, you can forward this document containing your unique JavaScript code to your webmaster or web team. Typically, you'll receive your code (along with these instructions) during your Terminus onboarding phase. However, if you need your script or have any inquiries, you can contact your Customer Success Manager or submit a ticket through the Terminus Support Portal to obtain the necessary information.
Once you receive your Visitor ID tag, ensure it is placed within either the <footer>, <body>, or <head> sections of your website, or in your preferred tag manager.
You have the flexibility to deploy the tag across chosen domains and subdomains, or target specific pages on particular domains. Should you encounter any questions, concerns, or challenges regarding script implementation, please feel free to 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 entire 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 entire 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 entire 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.
Option 5: iFrame support
Below are functions and example of how you can programmatically, using javascript, pass in web event data to the Terminus tracking script. Examples of when these functions might be used would be passing a form fill to Terminus when a javascript enabled form is on a landing page, or passing web events from a parent page into an iFrame.
Function
Signatures
interfaceModifiableEventParams {
pageUrl?:string; // Must be a well-formed url
title?:string;
referrer?:string;
}
enumVideoEvent {
played='video_played',
ended='video_ended',
embeddedPlayed='embed_video_played',
embeddedEnded='embed_video_ended'}
trackPageViewEvent: (eventParams?:ModifiableEventParams)
trackFormSubmissionEvent: (emailAddress?:string, eventParams?:ModifiableEventParams)
trackLinkClickEvent: (linkLocation:string, eventParams?:ModifiableEventParams)
trackVideoEvent: (videoLocation:string, videoEvent:VideoEvent, eventParams?:ModifiableEventParams)
Examples
Page View Events
// Fire a default page view event
window.TerminusWEC.trackPageViewEvent();
// Fire a page view event with all custom properties
window.TerminusWEC.trackPageViewEvent({
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer'});
// Fire a page view event with a custom title only
window.TerminusWEC.trackPageViewEvent({
title:'Custom Title'});
Form Submission Events
// Fire a default form submission event
window.TerminusWEC.trackFormSubmissionEvent();
// Fire a form submission event with an email address and all custom properties
window.TerminusWEC.trackFormSubmissionEvent(
'human@email.com',
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a form submission event with an email address and a custom title only
window.TerminusWEC.trackFormSubmissionEvent(
'human@email.com',
{
title:'Custom Title' }
);
// Fire a form submission event with no email address and all custom properties
window.TerminusWEC.trackFormSubmissionEvent(
undefined,
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a form submission event with no email address and a custom title only
window.TerminusWEC.trackFormSubmissionEvent(
undefined,
{
title:'Custom Title' }
);
Link Click Events
// Fire a default link click event
window.TerminusWEC.trackPDFInteractionEvent('http://link-location.com');
// Fire a link click event with all custom properties
window.TerminusWEC.trackPDFInteractionEvent(
'http://link-location.com',
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a link click event with a custom title only
window.TerminusWEC.trackPDFInteractionEvent(
'http://link-location.com',
{
title:'Custom Title' }
);
Video Events
// Fire a default video played event
window.TerminusWEC.trackVideoEvent('https://www.youtube.com/watch?v=o-YBDTqX_ZU', 'video_played');
// Fire a video played event with all custom properties
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'video_played',
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a video played event with a custom title only
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'video_played',
{
title:'Custom Title' }
);
// Fire a default video ended event
window.TerminusWEC.trackVideoEvent('https://www.youtube.com/watch?v=o-YBDTqX_ZU', 'video_ended');
// Fire a video ended event with all custom properties
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'video_ended',
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a video ended event with a custom title only
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'video_ended',
{
title:'Custom Title' }
);
// Fire a default embedded video played event
window.TerminusWEC.trackVideoEvent(exampleVideo, 'embed_video_played');
// Fire a embedded video played event with all custom properties
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'embed_video_played',
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a embedded video played event with a custom title only
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'embed_video_played',
{
title:'Custom Title' }
);
// Fire a default embedded video ended event
window.TerminusWEC.trackVideoEvent(exampleVideo, 'embed_video_ended');
// Fire a embedded video ended event with all custom properties
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'embed_video_ended',
{
pageUrl:'http://somewhere.org/here',
title:'Custom Title',
referrer:'Custom Referrer' }
);
// Fire a embedded video ended event with a custom title only
window.TerminusWEC.trackVideoEvent(
'https://www.youtube.com/watch?v=o-YBDTqX_ZU',
'embed_video_ended',
{
title:'Custom Title' }
);
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 “t.gif” 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 of the screen. Hover over “Developer”, select “Developer Tools”, click “Network” then in the Filter section type “t.gif” 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.
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.
If you do not see the script firing, please refresh your page. If there continues to be an issue, contact your webmaster and submit a ticket through the Terminus Support Portal.
FAQs
What cookies are associated with the tracking script?
The following cookies are related to wec-assets.terminus.services, our WEC/VID script
Cookie Name | Domain | Purpose | Expiration | Type | Management |
d-a8e6 | your domain | Device identifier | 1 year | Functional | Javascript |
s-9da4 | your domain | Session identifier | 15 minutes | Functional | Javascript |
TDCPM | adsrvr.org | Retargeting identifier | 1 year | Functional | Javascript |
TDID | adsrvr.org | Retargeting identifier | 1 year | Functional | Javascript |
The above descriptions can be used for cookie declaration, as well as to classify these cookies and omit them should end-users decline the cookie/tracking policy.
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 if the user declines the cookie policy/agreement. Also if they have DNT (Do Not Track Headers) we will not track those visitors.
Where can I find my visitor tracking code?
You can find your Visitor ID tracking code in Data Studio under Settings > Visitor Tracking. From this screen, you can also update the whitelisted domains that should be tracked by your script.
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