Anonymous visitor data from ClickDimensions web tracking is an often under-utilized, yet very valuable source of historical information about visitors’ navigation on your website. This web tracking data provides insight about a visitor before they were identified and became a contact or lead record in CRM. Having anonymous visitor information is great, but first knowing what it means and how you can integrate it into your marketing decision-making process is key. With the contact/lead record identification being a conversion, it gives us a starting metric to work with.
Anonymous visitor conversions are a treasure trove of information on how visitors’ interactions with your company’s website are resulting into actionable data. For the life span of the anonymous visitor itself, we only have an IP address to associate tracked web activity. Until we get this visitor identified, the anonymous visitor data is based on the activity of the visitor from a specific IP address. Converting your anonymous visitors to contacts or leads has tremendous upside in how you plan for future marketing campaigns. You can also get actionable metrics using CRM reporting features such as an advanced find to create new views, charts or dashboards. In this blog post, we will show how to collect the historical anonymous visitor data of your existing contacts and leads to see the quantity of conversions and start utilizing the data further.
First, to better understand the data we will be gathering, it’s good to know when anonymous visitor data will be associated to contact and lead records. There may or may not be anonymous visitor data tied to a record and it is more complex than a simple yes or no answer. For contacts and leads with the data, there are a couple of reasons for that. If their contact or lead record was created in CRM before they started visiting your tracked website OR they started visiting your tracked website before a contact or lead record was created in CRM for them. Not having anonymous visitor data associated to a contact or lead record would indicate that the person either wasn’t ever identified as one or it’s possible their web visits haven’t yet been associated with their record (meaning they haven’t been identified yet). Examples of this would include the contact/lead record being created manually, imported into CRM from a list or other reasons that would not create an association between the activity for an IP address, visitor key, and the contact or lead.
Anonymous visitor data resides in a couple of different locations, depending on whether the anonymous visitor record is active or inactive:
1. The anonymous visitor entity, by navigating to Marketing > Anonymous Visitors. This contains current anonymous visitors who either haven’t been identified yet, so the records in this entity are still active.
2. Navigating to a Contact or Lead record > related records > Anonymous Visitors. Where the data will be anonymous visitor records that are now inactive. The records turn inactive since the person has been identified and is no longer an active anonymous visitor, but instead they’re now a contact or lead.
Historical anonymous visitor data associated to contacts or leads is the data we will be focusing on in this post. So, to start analyzing your conversions, you will need to query for the contacts or leads that were once anonymous visitors, using an advanced find. Since we can only choose Contacts or Leads as the entity to query on in one given search, let’s focus on contacts for now (you can also follow these instructions while looking for leads). Before going further in setting the criteria for your query, it may be a great idea to add additional columns to your advanced find results tab so you can better analyze your queried results. First, click Edit Columns in your advanced find then click Add Columns. The recommended columns to add would be: Full Name, Created By, Created On and Identified On. You aren’t limited to these columns and if you have any additional columns you would like to add, they may help provide insight specific to your business’ needs.
For the criteria, it’s pretty simple. You will reference the anonymous visitor entity, where Status Equals Inactive. The advanced find will appear like this:
If you are converting your anonymous visitors to Leads, you can use the same criteria. You will want to run your query to Look For: Leads in your advanced find. With that, the advanced find criteria used is a good foundation for looking at overall conversion numbers in your CRM. More criteria can be used of course to get narrower results, like looking for specific date ranges, days, months or years that conversions occurred.
After you have created your advanced find, click Results and you will see this:
For your results, it will tell you the number of contacts returned that have anonymous visitor data, meaning at some point they were an anonymous visitor to you as far as their web tracking data goes. These results are key to using your anonymous visitor data to discover how many conversions have occurred, who the conversions were, what worked in identifying them and turning them into a lead or contact.
You can see date/time values in the Created On and Identified On columns, which can tell you when the contact record was created versus when their web tracking data was associated (identified) with their email address. When a contact’s Created On and Identified On values are the same, it can mean that the source of the contact was also what identified them. For example, filling out a form or survey being tracked by ClickDimensions. If you’re interested in learning more about sources, we have a great blog post about that here.
When a contact’s Created On and Identified On values are different, depending on which one has a date/time before the other, the contact record could have been created first or the person could have been identified first as a lead before they were qualified into a contact (which created a Contact record for them in CRM).
Contact record was created first:
They were identified first before the contact record was created:
To see the associated anonymous visitor data for one of the contacts, you can hover over one of the result’s records to double click it and it will take you to the contact record where you will navigate to its related records and choose anonymous visitors from the menu. From there you can see the contact’s associated data in several different views by clicking the down arrow next to the current view name. Below is an example of a contact’s anonymous visitor record appearing in their anonymous visitor associated view where the now inactive web analytics reside.
From this, we know when the anonymous visitor record was created (by looking at the Created On column above) and the IP Organization they are under. This tells us the first time the person visited a tracked web page of ours. You can then double click into that record and see the related visits, page views or posted forms of that “anonymous” visit.
With the overall advanced find results and then looking at contact-specific data to better understand the results, there is a lot of great information to use for anonymous visitor metrics and this is just the start. With the relevance of your campaigns being important to building your relationship with contacts and leads, using anonymous visitor data can help you identify trends and add to your collection of quantifiable analytics data. In turn, these metrics can help you more effectively plan to target your current audience as well as your future converted contacts and leads.