Website visitor tracking

The power of website visitor tracking tools in unlocking lead opportunities for sales and marketing teams

With an increasingly competitive digital landscape, an influx of new businesses and the changing habits of consumers in recent years, businesses need to become smarter and more innovative with their online advertising to convert the right traffic.

Fortunately, this is where B2B website visitor tracking and lead generation solutions such as Diginius Lead Intelligence come into play. Your website is the shop window to your business – it’s where people browse, seek out information about your solutions and learn about your organisation. They may make several visits, driven by various activities such as social media campaigns, PPC, SEO or links from other sites. 

This makes your website a goldmine for uncovering prospects and potential business. Of course, the more valuable your content, the more willing prospects are to provide their details for gated content; enabling you to have a holistic understanding of the user journey and potential sales opportunities.

What is website visitor tracking software?

Website visitor tracking tools (sometimes also known as website traffic tracking software) generally work by using IP addresses to identify the businesses visiting your website, enabling you to determine if they are your ideal prospect. Seeing which pages they have visited and for how long can help you establish where they are in the buyer journey and their area of business.

Not only does this provide information for that particular lead, but you can also gain insight into what’s working or not working on the site. For example, are certain features on the site attracting more traffic than others? Are people leaving from the same page? All valuable information for the marketing team.

Other solutions go even further to fully enrich the visitor data. Diginius features GDPR-compliant capabilities that can report back information the company has made publicly available. This is perfect for connecting several visitors from one organisation to understand the buyer groups and circles of influence within a specific account.

How to track the IP address of website visitors

As we have noted, having access to IP addresses can be incredibly useful for businesses looking to create targeted campaigns for key audiences and for sales follow-up.

Although you can’t access this information through Google Analytics, the Diginius Insight platform offers IP address tracking information to assist businesses in overcoming this hurdle.

The Diginius software is entirely GDPR compliant and only has access to information that the company has made publicly available, such as general information including company name, email address of the organisation and, of course, the registered IP address. One of the key benefits of the Diginius solution is that customers can have a full view of online activities from SEO to social media and web analytics from a single platform.

What are the benefits of website visitor tracking?

B2B website visitor tracking software, such as the Diginius Lead Intelligence platform, comes with an array of benefits for businesses:

Identify visitors

In order to target and capture the attention of B2B audiences, businesses need to fully understand their needs and the journey the buyer goes through. Website tracking can provide marketing teams with the visitor data they need to help adjust and optimise campaigns in flight or to create customised nurturing campaigns in order to create sales ready leads.

Sales teams also benefit by having access to more information during their lead follow-up process, ensuring that their message is tailored perfectly for maximum conversion.

Position the business in front of the right audience

For marketers, knowing who is visiting your website will help you to better optimise your marketing activities such as PPC ads by adjusting the target audience profiles in the campaign set up or by changing the messaging to suit. Sales teams can then also use this same information during their follow-up emails or conversations, adjusting the message as appropriate.

Location insights

For businesses concerned with location-specific targeting, landing page visitor tracking can reveal details about the demographics of your website visitors, including their location. This allows you to set location-specific messaging, ads tailored to specific cities or even provide local languages where relevant.

Sales teams can use this information to allocate leads to specific regions or to gain footholds in accounts by identifying locations of influencers and decision makers, particularly in large accounts with multiple subsidiaries that could be either autonomous or centralised.

Reduce bounce rates

Visitor tracking software can also help you to reduce bounce rates by identifying patterns in visitor drop-off such as specific pages or after a certain timeframe. By making the necessary adjustments to keep visitors on the site for longer, encourage repeat visits or provide access to gated information, you can create more opportunities for greater insight into those prospects.

Tailor business communications

Not only will visitor tracking enable you to make changes to advertising campaigns and sales follow-up, but your business can use these insights for all its communications. For example, the product development team could use the information to enhance specific features or the customer service team might create a targeted FAQ.

Maximise growth and opportunities

Knowledge is power, and with additional data insights, businesses have the knowledge necessary to make changes to their sales and marketing tactics in order to maximise lead generation and conversion. This means increased opportunities, better performance against competitors and ultimately, business growth.

Is website visitor tracking qualitative and quantitative data?

Website visitor tracking can be both qualitative and quantitative and both should work together. 

Information that comes from analytics platforms such as Google Analytics, is quantitative or “clickstream” data. This is essentially the raw, numerical data that provides aggregate statistics about what happens on your website.

This can include:

  • Website visitors (daily, weekly, monthly)
  • How many of these visitors visit and engage with a particular page on your site
  • The average time spent on a page
  • The bounce rate

In contrast, qualitative data is used to extrapolate the meaning behind the quantitative data, conveying more detail behind a user’s experience on your website, app or paid advert.

This data can include:

  • Heat mapping that shows where uses interacted, and where the main focus was during their visit
  • Surveys or forms provided to users to give feedback on their experience
  • Information about which keywords were used in a PPC campaign to drive visitors to the website (such as that provided by Diginius Insight software)

Therefore, you should ensure that any visitor tracking software you use has the ability to offer a range of quantitative and qualitative data in order to provide a better picture and a deeper understanding of what’s happening on your website.

Do you need help increasing your ROI?

It’s no surprise that businesses are under increasing pressure to market their product and services more efficiently and convert prospects swiftly to increase sales and revenue.

If you’re a CEO, sales director or marketing professional looking to harness the power of sales-ready website visitor tracking leads for your organisation but are unsure where to start, please get in touch with a member of the Diginius team to find out more. We’ll be happy to answer any questions or set up a demo for you.


Website visitor tracking is a way of monitoring visitor behaviour and providing an understanding of the user journey on your site. This helps businesses to understand what is working and not working on the site. Additional information such as IP addresses helps to provide a better overview of the prospect, creating a better-qualified lead for sales follow-up or lead nurturing.

All website visitors will have an IP address which provides information on the geolocation of that address. In addition, if the user gives consent, then tools such as tracking pixels from social media or PPC ads can also be used to provide additional details.

This depends on the tool, but most tracking software will provide an overview of the user’s journey across the site, which pages were visited and for how long, bounce rates and which even which areas of the page were most interesting.

The Diginius Lead Intelligence tool provides additional information over and above simple website visitor tracking software. Diginius combines data that is in the public domain and overlays that with PPC insights, web analytics and data from a variety of sources such as Google, Facebook, Microsoft and LinkedIn all on one dashboard. This provides much greater lead insights for both sales and marketing teams.

Yes, it is. However, it’s important to ensure that you are using software tools from a reputable company that is GDPR-compliant. Businesses that collect and process data must ensure they have permission from the user or that they use data that is already in the public domain.

Chester Yang is the Microsoft Program Manager at Diginius with a background in economics and quantitative research.  

At Diginius, Chester focuses on nurturing partnerships with PPC agencies and integrating marketing and sales solutions.