What this is
Propensity uses a combination of data signals to help identify which companies and contacts are visiting your website.
This process is often referred to as web traffic de-anonymization.
It allows you to:
- Understand which accounts are engaging with your website
- Identify potential leads based on website activity
- Connect anonymous visits to known audiences when possible
When to use this
Use this guidance when you want to:
- Understand how website visitors are identified
- Explain how Propensity connects website activity to accounts and contacts
- Set expectations around visitor identification and data availability
How it works
Propensity identifies website visitors primarily at the device level, using a combination of signals to associate activity with known accounts and contacts.
These signals may include:
- Device-level identifiers (such as device IDs)
- Browser and session data
- Data from trusted partners that help associate devices with companies or individuals
These inputs are combined to help determine which company or individual may be associated with a website visit.
In some cases, website visits can be matched to:
- A company (account-level identification)
- A specific contact (contact-level identification)
Account-level identification is more common, while contact-level identification depends on stronger or more complete signals.
Mobile and device considerations
identification may rely on device-level identifiers such as mobile advertising IDs (MAIDs), which are used to associate activity with a specific device.
These identifiers help associate activity with devices while maintaining consistency across sessions.
However, availability of these signals may vary depending on:
- Device type
- Operating system
- User privacy settings
Privacy and data handling
Propensity uses privacy-conscious methods when processing website activity.
This includes:
- Working with data partners
- Using non-plain-text identifiers where applicable
- Respecting platform and device-level privacy controls
Because of this, not all website traffic can be identified.
What to expect
- Not all website visitors can be matched to a known account or contact
- Identification rates may vary based on device type, region, and data availability
- Some visitors may only be identified at the account level, not the contact level
These variations are expected and do not indicate an issue with tracking.
Important notes
- Website identification is based on available signals and may not apply to all visitors
- Privacy settings and platform limitations (especially on mobile devices) can impact identification
- Propensity focuses on providing actionable insights while maintaining responsible data usage