Website Visitor Tracking: A Complete Guide 

Laura Caveney
27th May 2021

Website visitor tracking is a great way to better understand who is on your site and what they’re engaging with. We walk you through what it is and how you can implement tracking on your website that will support your lead generation.

37% of marketers state that generating high-quality leads is one of their biggest challenges and we’re not surprised. Understanding lead quality on its own is hard work. Tying website activity to a lead or a sale (without a proper attribution tool) is nearly impossible.

But, there are tools out there to support you. Keep reading to learn:

Let’s begin!


What is website visitor tracking?

Website visitor tracking allows you to see who is on your website, and what they’re doing.

However, there are two facets to website visitor tracking.

The first is understanding and tracking your website visitors as a whole. This is where tools like Google Analytics come in. They monitor individual website visitors but compile activity into a data summary. You could differentiate this from website visitor tracking as it’s more about website analytics.

You can learn which channels and landing pages are driving the most visitors, and determine the key actions that occur across your website.

The second is understanding your website visitors on a more granular level. Website visitor tracking allows you to view leads individually and view singular customer journeys. This view is great for better understanding how visitors are converting into leads.


Editor’s Note: Want to get started with tracking your visitors and their customer journeys? Book a demo with us to see the data in action and view each lead individually.

Getting started with website visitor tracking

So you want to track your website visitors? We can’t blame you. But data security is, rightly so, a big factor to consider.

Related Article: What’s the difference between first and third-party cookies and what does the phase-out of third-party mean for advertisers?

Before you dive into tracking your website visitors, you need to first understand what data you’re hoping to capture.



Track website visitors who haven’t engaged with your content yet

The crux of tracking website visitors usually comes down to sales teams wanting more targeted outbound lead data.

One way to do that is by better understanding who is on your website. And, if they’re not current customers or leads, selling to them. Tools like LeadFeeder can help you do this.

But think, if these users are landing on your website, then there’s definitely intent. But why aren’t they converting on their own?

While sales might be looking for better quality outbound leads, a website visit doesn’t mean a lead is any more qualified than another contact. If you’re looking for this data, chances are you just need better insight into what helps convert leads on your website. We’ll get into a solution for that shortly.


Understand how website visitors are engaging with your pages

Google Analytics is highly sophisticated in its reports. You can track all manner of website interactions of anonymous users. But what if you want to see how website visitors physically engage with your key landing pages?

Tools like HotJar allow you to set up tracking of key landing pages so you can better understand how your visitors are scrolling and interacting with your content. This is great insight to have when it comes to optimising your website.


Track website visitors through their full customer journey

Do you want to better understand your customer journeys? If you’re unsure of how prospects are turning into leads, and how leads are converting into sales, then it’s likely a marketing attribution tool would be a good fit.

With a tool like Ruler Analytics, you’ll be able to see inbound leads by channel, landing page, ad and even keyword. This will allow you to make your content highly optimised.

live chat google analytics - step 3 ruler analytics -

But, even better, you’ll be able to view individual customer journeys. So, you’ll be able to look at a new lead and understand exactly which steps led them to convert.

And, with Ruler, all of that data will be fired over to your CRM. This is great for sales teams looking to find better, warmer leads. They’ll be armed with all the data they need to better convert leads to sales.


How to track your website visitors’ customer journey

Sold on tracking your website visitors through their customer journey? It’s not intrusive and gives a huge amount of data for marketing and sales teams to optimise their outputs.

Let’s go through how it works with an example.

Ella discovers your website after an organic search leads her to one of your blogs. As its her first interaction with your website, Ruler will track her as a new visitor.

It scrapes key marketing data like her source, as well as which pages on your site she goes on to engage with on this session.

A few days later, Ella returns to your website via a direct search. She doesn’t convert, but Ruler tracks this session too.


A week or so later, Ella is searching organically online and lands on your site from another ranking blog.

This time, she converts into a lead, by filling in a form to download some content.

Again, Ruler tracks all of this information. But, now that she’s converted, it also fires all of the data held on Ella over to your CRM.

Since Ella is now in your marketing database, she receives a sales email a few days later. She clicks on it and calls the campaign phone number in the email, where she converts into a sale.

Ruler tracks all of that further data on Ella. And, because she’s converted, it scrapes the revenue data from your CRM and fires it over to your analytics.

So, when you log into Google Analytics, you can see closed revenue accurately attributed to the influencing channels.



Why you need to track your website visitors using attribution

As you can see from the example above, you get a huge amount of data from your leads and sales thanks to Ruler that you previously wouldn’t have been able to access, or link together.

And, thanks to Ruler’s integrations, your data can be automatically fired to apps of your choice.

So, your sales team can log into your CRM and see all the lead data they need to close. And, your marketing team can log into their analytics tools to see which channels and campaigns are driving the most revenue.

Editor’s Note: This is just one way to align your sales and marketing team. Read our full guide for the rest of the tips and tricks.

With this data, your teams can optimise their outputs for what they know works. They can quickly and effortlessly get insight into what works, and add or remove budget as necessary.


With tools like Ruler you can:

Get a true ROI: With Ruler’s lead and sale tracking capabilities, you can track every lead. No matter if it comes through call, form, live chat or offline, you’ll be able to connect every sale back to its online marketing activity. That means an accurate and automatic ROI for you.

Optimise your outputs: With true ROI both holistically and on a channel and campaign basis, you can optimise your outputs. If you see a particular landing page is working great at driving leads, then you can edit your marketing to drive more eyes to that page.

Put budget where it’s needed: With visibility on what’s driving ROI, you can add budget to what’s bringing the best return. It makes advertising budgets much more easily managed and optimised.

Wrapping up

So there you have it. A quick guide on how to track your website visitors and a deep dive into what data you truly need.

Attribution tools like Ruler allow you to get targeted with your lead generation and chase opportunities that are more likely to convert. Find out more about how Ruler works and see the data in action by booking a demo.

Or, read an in-depth guide to how Ruler attributes revenue back to your marketing if you want further guidance.

How ruler attribution revenue to your marketing - banner -