What This Is
Website Tracking reports help you understand how companies and contacts interact with your website, identify which pages receive activity, and review website engagement over time.
Propensity provides three connected views:
- Website Tracking Dashboard: Get an overview of website activity from accounts and contacts.
- Website Activity: Review recent website visits associated with identified companies.
- Website Analytics: Analyze recorded page views, identified accounts, traffic sources, and engagement metrics over a selected period.
Together, these views help you monitor website activity, understand visitor behavior, and identify opportunities to engage with interested accounts.
When to Use This
Use Website Tracking reports when you want to:
- Monitor website visits from accounts and contacts.
- Identify companies that recently visited your website.
- Understand which pages attract the most activity.
- Compare website activity across different periods.
- Review the impact of marketing sources and campaigns on website traffic.
- Explore available engagement metrics to understand how visitors interact with your content.
Website Analytics
The Website Analytics report provides a more detailed view of recorded website activity over a selected period.
Unlike Website Activity, which focuses on recent identified company visits, Website Analytics helps you understand overall recorded page views, compare activity across periods, and explore engagement information.
Select a Reporting Period
- Go to Reporting -> Website Performance
- Open Website analytics
- Use From (UTC) and Through (UTC) to choose your reporting dates
- Under Break down by, select how you want to organize the data
- Click Apply period to update the report
You can select a period of up to 31 days, through the current day.
Website Analytics compares the selected period with the preceding period of the same length.
Understanding the Summary Metrics
At the top of the report, you will find:
| Metric | Description |
|---|---|
| Observed page views | Total recorded website page views during the selected period. |
| Identified accounts | Number of distinct companies identified through website activity, deduplicated by company domain. |
| Identified page-view rate | Percentage of observed page views associated with identified companies. |
| Measured sessions | Number of distinct sessions recorded when session information is available. |
If session information was not measured, the report displays Unavailable rather than assuming there were no sessions.
Pages and Acquisition
The Pages and acquisition section shows how recorded website activity is distributed across pages and other reporting dimensions.
Use Break down by to analyze activity by:
- Page
- Day
- UTM source
- UTM medium
- UTM campaign
- Device
- Browser
The table displays observed page views for the selected period, views from the preceding period, changes in recorded views, identified accounts, and measured sessions where available.
For example, selecting Page allows you to compare which pages received more or fewer recorded views than during the previous period.
Selecting UTM campaign helps you review website activity associated with recorded campaign parameters.
The report displays up to 80 rows, ranked by current page views. Use Search loaded report rows to find specific entries within the loaded results.
Account Activity
The Account activity section shows identified companies with recorded website activity during your selected period.
It includes up to 200 of the latest identified accounts.
For each company, you can review:
- Current and prior page views.
- First recorded activity within the report's selected and preceding periods.
- Latest recorded website visit.
- Pages associated with the company's website activity.
Select a company to explore its account details.
You can also use Ask Apex to prepare a conversation with Apex, your Propensity marketing companion, using relevant website activity information.
Apex opens an editable draft for your review. Nothing is sent automatically.
Measured Engagement
The Measured engagement section provides additional information about how visitors interact with your website when measurement data is available.
Depending on the tracking information recorded, this section can include:
- Page timing and scroll: Measured active time, elapsed time, scroll depth, and recorded actions.
- Actions: Recorded interactions, including clicks, form submission attempts, and download clicks.
- Annotated sections: Available engagement measurements for tracked page sections.
- Click distribution: Recorded clicks across areas of selected pages.
- Company session observations: Available activity grouped by identified company and recorded session.
These measurements help provide additional context about website interactions.
Some metrics may be unavailable when the required tracking information has not been recorded.
Website Activity
The Website Activity view shows recent website visits associated with identified companies and the pages they viewed. You can access it in your Website Analytics page, by clicking Open live company visits.
The page displays the latest 50 identified matches from the last 24 hours and refreshes every five minutes while updates are active.
For each recorded visit, you can review:
- Page Viewed: The website page associated with the visit.
- Company: The identified company.
- Visit Time: When the website visit originally occurred.
- Acquisition: Available marketing source or referral information.
- Device: Available device and browser information.
Search and Filter Visits
Use the Search bar to find information within the currently loaded visits.
You can also filter results by:
- Industry: Show visits associated with companies in selected industries.
- Company Size: Narrow results based on company size.
These filters apply to the visits already loaded in the view.
Manage Updates and Review Earlier Visits
Website Activity includes controls for managing how you review recent visits:
- Pause updates: Temporarily stop automatic refreshes.
- Resume updates: Resume automatic refreshes.
- Load earlier matches: Browse earlier identified matches within the available 24-hour window.
- Return to latest: Return to the latest visits and resume updates.
Loading earlier matches pauses automatic updates so you can review the previous results.
You can also click Website dashboard to view your tracked website activity or Website analytics to open the more detailed analytics report.
Website Dashboard
The Website Dashboard provides an overview of tracked website activity from accounts and contacts.
Use the date selector at the top of the dashboard to choose the period you want to review. Click Apply Filters to update the results.
The dashboard contains three main areas.
Contact Visit Summary
This section summarizes website activity associated with contacts.
It includes:
- Total Visiting Contacts: Contacts recorded as visiting your website.
- Contacts with Engagement: Contacts with recorded website engagement.
- Contacts from Campaigns: Visiting contacts associated with marketing campaigns.
- Contacts Synced to your CRM: Visiting contacts associated with CRM synchronization.
Use the View Contacts and View Details links to explore the corresponding information.
Account Visit Summary
This section provides an overview of website activity associated with companies.
It includes:
- Total Visiting Accounts: Accounts recorded as visiting your website.
- Total ICP Accounts: Visiting accounts matching your Ideal Customer Profile (ICP).
- Accounts from Campaigns: Visiting accounts associated with marketing campaigns.
- Accounts Synced to your CRM: Visiting accounts associated with CRM synchronization.
You can use the links in each card to navigate to more detailed account information.
Accounts and Contacts Visits Chart
This chart helps you visualize website visits associated with accounts and contacts over time.
It also displays three summary indicators:
- Unique Page Visits
- Unique Account Visits
- Unique Contact Visits
Use the chart to review trends in tracked website activity during your selected period.
To explore recent company visits, click Website activity at the top of the dashboard.
Important Notes
- Website activity is based on recorded tracking information. Reports may not include every visit to your website.
- Company identification does not identify an individual visitor. A company match indicates that activity was associated with a company, not a specific person.
- The three views serve different purposes. The dashboard summarizes tracked account and contact activity, Website Activity shows recent identified company visits, and Website Analytics provides more detailed reporting over selected periods.
- Unavailable measurements do not necessarily mean zero activity. Session and engagement information appears only when the required data is available.
- Period comparisons reflect observed activity. Changes can reflect differences in tracking and processing coverage as well as actual visitor behavior.
- Company matching can happen after a visit. The original visit time may be earlier than the time the company was identified.