Ad Serving vs. Web Tracking
For the same date range, Company X is only showing 1 ad click:
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.
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 firstname.lastname@example.org, or your Terminus Customer Success Manager.