Marketing Toolkit
Website Visitor Tracking
The Act-On website monitoring capability enable sales and marketing teams to see individual companies
visiting the website, in real-time.
Add a tiny snippet of invisible HTML code to each of your website pages and turn your website into an
active engine for generating leads.
Who Is Visiting Your Website?
The vast majority (allegedly something like 97%) of visitors to your website are anonymous.
Act-On makes them a lot less anonymous, by using their IP address to find the name and address of the
organization that owns that IP address.
You don't have to wait for the next day either, Act-On does this in real time.
What Brought Them There?
Act-On tries to correlate your website visitors with your outbound marketing campaigns.
When prospects open or click on Act-On messages, or click on shortened links in Act-On tweets, or view or
fill out Act-On forms, Act-On sets a tracking cookie containing the source campaign name. When a cookied
visitor visits your site subsequently, the Act-On tracking code on the website page picks up the cookie and
reports the visit source to the Act-On platform.
Of course, it is entirely possible that the visitor wandered onto the site on his own, either from a Google
search or by clicking on a link in some other site. In these cases, Act-On infers the visit source by analyzing
the referrer URL, and if it came from a search results page, it tries to infer the actual search terms.
This Is Not Website Analytics!
Act-On's website monitoring has very different objectives than the standard web analytics provided by Google
Analytics, WebTrends, Omniture and the like, which generate traffic reports for marketers.
Instead, Act-On's focus is on generating customer intelligence from individual leads visiting your website.
Accordingly, Act-On's reports have a bias towards providing actionable information in real time for sales and
marketing. When sales people get to see which customers are visiting and what they are reviewing, they can be a
lot more effective when they follow up.
It makes sense therefore to have both Act-On tags and Google Analytics tags on your web pages.
The vast majority (allegedly something like 97%) of visitors to your website are anonymous.
Act-On makes them a lot less anonymous, by using their IP address to find the name and address of the
organization that owns that IP address.
You don't have to wait for the next day either, Act-On does this in real time.
What Brought Them There?
Act-On tries to correlate your website visitors with your outbound marketing campaigns.
When prospects open or click on Act-On messages, or click on shortened links in Act-On tweets, or view or
fill out Act-On forms, Act-On sets a tracking cookie containing the source campaign name. When a cookied
visitor visits your site subsequently, the Act-On tracking code on the website page picks up the cookie and
reports the visit source to the Act-On platform.
Of course, it is entirely possible that the visitor wandered onto the site on his own, either from a Google
search or by clicking on a link in some other site. In these cases, Act-On infers the visit source by analyzing
the referrer URL, and if it came from a search results page, it tries to infer the actual search terms.
This Is Not Website Analytics!
Act-On's website monitoring has very different objectives than the standard web analytics provided by Google
Analytics, WebTrends, Omniture and the like, which generate traffic reports for marketers.
Instead, Act-On's focus is on generating customer intelligence from individual leads visiting your website.
Accordingly, Act-On's reports have a bias towards providing actionable information in real time for sales and
marketing. When sales people get to see which customers are visiting and what they are reviewing, they can be a
lot more effective when they follow up.
It makes sense therefore to have both Act-On tags and Google Analytics tags on your web pages.
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