Measurement - Visitor Insights FAQs

Visitor Insights provides visibility into the demographic and firmographic attributes of the audience visiting your website. Visitor Insights can be delivered through the Bombora interface, from a daily or weekly feed, or directly from your Google Analytics platform. Place a Visitor Insights tag to track the activities that occur on your website.

Download the one pager

Frequently Asked Questions:

1. How do I get access to Visitor Insights?

2. How are the insights delivered?

3. What is the Visitor Insights Feed?

4. What is the Google Analytics Sync?

5. What is the Visitor Insights tag?

6. What is a Real-Time website tag?

7. Can I place your tag in a container tag or tag manager?

8. How often do I receive the insights?

9. What insights are available?

10. How can I use the insights from Visitor Insights?

11. What factors are used to calculate engagement?


1. How do I get access to Visitor Insights?  

Visitor Insights is currently available to customers by invitation only. Please reach out to your Bombora account representative to gain access to Visitor Insights.

2. How are the insights delivered?  

Visitor Insights can be accessed from the Bombora user interface, from a daily or weekly feed, or from Google Analytics.

Refer to the Visitor Insights User Guide if you have been invited to use Visitor Insights from the Bombora user interface and would like an overview on using the product.

3. What is the Visitor Insights Feed?  

The Visitor Insights Feed provides an aggregated file of the visitors and engagement activities that occur on your website. There are three versions of the feed available via SFTP: Daily, Daily Custom, or Weekly. Download the Visitor Insights Feed data dictionaries for each of the feed types and more detailed information on what is included in each one. 

Daily Feed data dictionary | Daily Custom Feed data dictionary | Weekly Feed data dictionary

4. What is Google Analytics Sync?  

Google Analytics Sync is one of the many ways for accessing Bombora's Visitor Insights data. Through a direct sync with your Google Analytics platform, append up to 12 custom dimensions that can be used for custom reporting. Data includes Bombora Intent data, demographic and firmographic data. For more information, please review the Google Analytics Sync one-pager. For information on how to set up Google Analytics Sync, please review the Google Analytics Set-Up Guide and reach out to your Bombora account representative.

5. What is the Visitor Insights tag?  

The Visitor Insights tag is a real-time tag that is used to track the activities that occur on your website. The tag enables Bombora to provide B2B insights on the audience visiting your website from our interface, one of the feed types, or Google Analytics.

6. What is a Real-Time website tag? 

A real-time website tag is a javascript tag that can be placed in the header or body of the website. The tag allows us to track the visitors and activities that occur on your website in real-time. Activity is reported on a daily basis in the Bombora user interface and the daily feed, or in real-time in Google Analytics. 

7. Can I place your tag in a container tag or tag manager?  

Yes, you can place the tag in a container tag or tag manager.

8. How often do I receive the insights?  

If you're accessing insights through our Bombora interface, the data is updated daily. Raw Visitor Insights feeds are delivered to an SFTP daily or weekly. Insights are delivered to Google Analytics in real-time.

9. What insights are available? 

Please review Visitor Insights feed data dictionaries and Google Analytics Sync Guide for insights available through those channels. Visitor Insights accessed through the Bombora interface currently provides:

- Overall visitor engagement segmented by high, medium, and low percentages.
- Overall visitor engagement compared to previous date ranges.
- Total companies, unique users, sessions and page views. 
- Total companies, unique users, sessions and page views compared to previous date ranges.
- Engagement by company domain segmented by high, medium, and low.
- Unique users, sessions, and page views by company domain.

10. How can I use the insights from Visitor Insights?  

There are several ways that you can get value from Visitor Insights:

- Measure the effectiveness of marketing and account-based programs: identify the companies engaging on your website to learn who you’re reaching and who you’re not with your marketing 
- Optimize web content: learn if your content resonates with your target accounts and optimize content for higher engagement.
- Warm leads for sales: turn anonymous website visitors into warm leads for sales follow-up.

11. What factors are used to calculate engagement? 

Bombora uses a proprietary algorithm to measure website engagement using several factors including:

Dwell time: a measure of the time spent actively viewing a page or on the website.
- Scroll depth: the distance that a website visitor scrolls down the page in relation to the length of the page.
- Scroll velocity: the velocity at which a website visitor scrolls down the page.
-Time between scrolls: the length of time between scrolls.

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