The Site Analytics page helps you understand which accounts visit your website, which pages they view, and how visitors discover your website through AI platforms. Use this information to analyze website engagement, identify trends, and tailor your content and messaging to visitor interests.
You can analyze website activity for an account list or an individual account.
Understand Page Visit Types
Site Analytics tracks two types of page visits:
- Unknown visits: Page visits tracked by the Demandbase tag using the visitor's IP address and Demandbase cookie.
- Known visits: Page visits synced from an integrated Marketing Automation System (MAS).
What are AI-Referred Visitors?
AI-referred visitors are unique website visitors who arrive through AI platforms such as ChatGPT, Gemini, Claude, Perplexity, and Microsoft Copilot.
Demandbase tracks AI-referred visitors as unknown visits using the Demandbase Tag. These metrics help you understand how AI platforms drive traffic to your website and which content attracts visitors.
See Understand AI-Referred Visitors in Site Analytics.
Understand Page Visit Counts
Demandbase and integrated MAS platforms use different technologies to identify website visitors. As a result, they may identify different visitors or record the same page visit.
When both systems identify the same visit:
- The Demandbase Tag initially records the visit as an unknown visit.
- If the MAS later associates the visit with a known contact and syncs the activity to Demandbase, Demandbase counts the visit again as a known visit.
Important: To capture page visits from both unknown and known visitors, assign Engagement Points to both visit types. See Set Up Engagement Points for Activities.
Track Campaign Performance with URL and UTM Parameters
Site Analytics uses URL and UTM parameters to help you understand which campaigns and traffic sources drive visitors to your website.
See Landing Page URL and UTM Parameters and UTM Parameters to Use in Landing Page URLs.
Prerequisites to Access Site Analytics
- You must deploy the Demandbase Tag to your company's web pages. See Deploy Demandbase One Tag.
- You must assign Engagement Points to web page visits. See Set Up Engagement Points for Activities.
View Site Analytics for Account Lists
Use Site Analytics for account lists to understand which accounts visit your website, how their engagement changes over time, which pages they view, and how much traffic comes from AI referrals.
Access Site Analytics for Account Lists
- From the left navigation bar, go to
Analytics > Engagement > Site Analytics.
- Select an account list and specify a date range.
Filter Site Analytics for Account Lists
Use quick filters or click More Filters to define additional criteria using selectors.
You can also use the following toggles to adjust the data displayed:
-
Engagement Points:By default, Site Analytics shows only page visits with assigned Engagement Points. Turn off the
toggle to include all page visits, regardless of whether Engagement Points are assigned.
-
Trending Onsite Engagement: Turn on the
toggle to highlight accounts with increased website activity during the most recent seven days compared to the preceding two months. Both periods are based on the selected end date.
For example, if the selected end date is September 30, Demandbase compares visits from September 24–30 against activity during the preceding two months.
Review Site Analytics for an Account List
The Site Analytics page for an account list includes KPI cards, a Website Visits graph, and Accounts and Pages tables for the selected account list and date range.
KPI Cards in Site Analytics for Account Lists
The KPI cards summarize website activity and changes compared to the preceding equivalent date range.
KPI |
Description |
|---|---|
| Accounts Visited | Number of accounts that visited your website. |
| Unique Visitors | Number of unique website visitors. |
| AI-referred Visitors | Number of AI-referred website visitors. |
| Total Page Views | Total number of website page views. |
Each card includes a percentage and an up or down arrow indicating whether the metric increased or decreased compared to the preceding equivalent date range.
Website Visits Graph in Site Analytics for Account Lists
The Website Visits graph shows page view, returning account, new on-site, and new AI-referred data for the selected account list and date range
You can:
- Change the time interval to view data by day, week, or month.
- Hover over a time interval to review activity for that period.
- Click Export to download the data as a CSV file.
Accounts and Pages Tables in Site Analytics for Account Lists
The Accounts and Pages tables show which accounts visited your website and which pages they viewed.
Tip: To identify new and returning accounts, add the New Accounts and Returning Accounts columns to the Accounts table. Each column displays Yes or No to indicate the account's status.
You can also customize the tables by updating the displayed columns, visualize data in a graph, and export data to a CSV file.
See Use Tables in Site Analytics.
View Site Analytics for Individual Accounts
View Site Analytics for an individual account to understand its website activity, including page views, unique visitors, AI-referred visitors, and pages viewed.
Access Site Analytics for an Individual Account
- From the left navigation bar, go to
- Select an individual account and specify a date range.
Filter Site Analytics for an Individual Account
Use saved filters or click More Filters to define additional criteria using selectors.
Review Site Analytics for an Individual Account
The Site Analytics page for an individual aaccount includes KPI cards, a Website Visits graph, and a Pages table for the selected account and date range.
KPI Cards in Site Analytics for an Individual Account
The KPI cards summarize website activity for the selected account.
KPI |
Description |
|---|---|
| Total Page Views | Total number of website page views for the account. |
| AI-referred Visitors | Number of AI-referred website visitors. |
| Unique Visitors | Number of unique website visitors. |
Each card includes a percentage and an up or down arrow indicating whether the metric increased or decreased compared to the preceding equivalent date range.
Website Visits Graph in Site Analytics for an Individual Account
The Website Visits graph shows page view, unique visitor, and new AI-referred data for the selected account and date range.
You can:
- Change the time interval to view data by day, week, or month.
- Hover over a time interval to review activity for that period.
- Click Export to download the data as a CSV file.
Pages Table in Site Analytics for an Individual Account
The Pages table shows the website pages viewed by visitors associated with the selected account.
You can customize the table by updating the displayed columns, visualize data in a graph, and export data to a CSV file.