Understanding Site Analytics

The Site Analytics page in Analytics helps you understand who is visiting your website. It shows which accounts are visiting and the pages they view, so you can tailor content and messaging based on what they are researching.

See Site Analytics Use Cases.

Page Visit Types

Site Analytics shows two types of visits:

Unknown visits: Page visits tracked by the Demandbase tag based on IP address and Demandbase cookie.
Known visits: Page visits synced from an integrated Marketing Automation System (MAS).

Page Visit Counts

Demandbase and MAS use different technologies to identify visitors, so duplicate page visits are unlikely. Sometimes Demandbase identifies a website visitor when the MAS does not, and sometimes the MAS identifies a visitor when Demandbase does not. In some cases, both systems identify the visitor, while in others neither system does.

In rare cases where both systems identify the same page visit, Demandbase counts the visit detected by the Demandbase tag as a page visit from an unknown visitor. If the MAS later associates that visit with a known contact and syncs the data to Demandbase, the visit is counted twice.

To get a complete picture of page visits, the best practice is to assign Engagement Points to both unknown and known site visitors. See Set Up Engagement Points for Activities.

URL/UTM Parameters

Site Analytics leverages URL/UTM parameters to track channel performance. See Landing Page URL and UTM Parameters and UTM Parameters to Use in Landing Page URLs.

Prerequisites

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.

Site Analytics for Account Lists

To view Site Analytics for an account list, from the left navigation bar, go to Analytics > Site Analytics. Select an account list and specify a date range.

Apply Filters

To filter the page, use quick filters, or click More Filters to use selectors to define your filter criteria.

You can also toggle Engagement Points and Trending Onsite Engagement on or off to update the information on the page.

Engagement Points: By default, Demandbase only shows page visits that have Engagement Points assigned. Toggle off to show all page visits.
Trending Onsite Engagement: Toggle on to show accounts with a recent increase in page visits. When you enable this option, Demandbase highlights accounts with higher website visit activity in the most recent 7 days compared to the prior 2 months. Both time windows are based on your selected end date.
For example, if the end date is September 30, Demandbase compares activity from September 24–30 (7 days) against the preceding two-month period ending September 24.

Site Analytics Sections

The Site Analytics page includes the following sections for the selected account list and date range:

KPI Cards
Website Visits Graph
Accounts and Pages Tables

KPI Cards

The following cards show information about the performance of your website for the selected account list and date range.

Accounts visited and change in accounts visited:

The number represents the total number of accounts that have visited.
The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in accounts that have visited.

Unique visitors and change in unique visitors:

The number represents the total number of unique website visitors.
The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in unique website visitors.

Total page views and change in page views:

The number represents the total number of page views.
The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in page views.

Tip: Demandbase calculates the percentage change shown on the cards by comparing the selected date range to the preceding equivalent date range.

Website Visits Graph

The Website Visits graph shows page view, new on-site, and returning account data for the selected account list and date range.

In this section, you can:

Change the time interval to view the data by days, weeks, or months.
Hover over a time interval to see the data for that period.
Click Export to export the data to a CSV file.

Accounts and Pages Tables

For the selected account list and date range, the Accounts and Pages tables show details about the accounts that visited your website and the web pages they viewed.

Tip: To see new on-site and returning accounts in the table, add the New Accounts and Returning Accounts columns. Each column displays a Yes or No value for every account, indicating whether it is new or returning.

You can also use the table visualizer to see a graph of the data, update the columns shown, and export the data to a CSV file. See Use Tables in Site Analytics.

Site Analytics for Accounts

To view Site Analytics for an account, from the left navigation bar, go to Analytics > Site Analytics. Select an account and specify a date range.