Ad Serving vs. Web Tracking
The way Terminus tracks activity on your website (via a reverse IP address lookup) and the way we serve display ads (via cookie-based data), are very different. Terminus 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 Terminus's Visitor ID tool, is only collected when a device is connected to a company's recognizable IP address at the time an ad is clicked.
For the same date range, Company X is only showing 1 ad click:
How does Visitor ID work?
Once Visitor ID is properly set up, Terminus begins recording website activity, cookies unique visitors, and sends that information to Kickfire (our IP vendor), 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 Site Visits tab of your Terminus Engage instance. 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.
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.
Additionally, if someone is visiting your site from home or outside of the office (i.e., is not connected to their organization's recognized IP address), Terminus may not be able to associate that visit to one of your accounts.
If you have any additional questions related to cookie vs. IP-based ad serving and tracking, please reach out to email@example.com, or your Terminus Customer Success Manager.