Track Website Visitors to Prioritize Prospects

Article author
Brandan Blevins


A Bit of Beta Makes it Better!

This feature is currently in Beta. We are constantly working to improve the usability of Apollo for you and your team.

The website visitors feature enables you to track the accounts that have visited your websites. This means you can uncover the names of companies that have generated activity on the domains you choose to track and filter them based on when they visited and how engaged they are in the buying process.

Using Apollo to track your website visitors reduces the need for your sales team to coordinate with your own IT and marketing teams to understand whether prospects are actively engaged with your websites. You can also use more search filters to further reduce the noise in your visitors data and target only your ideal prospects based on company information.

Refer to the following sections to learn how to track your websites' visitors and view the related data in Apollo.

Back to Top

Set Up Tracking

Step 0: Before You Begin

The instructions provided in the Step 1 and Step 3 sections of this article can be completed by an Apollo admin. Technical skills are not required.

The Step 2 instructions require knowledge of HTML and a front-end language like JavaScript, along with access to your website's codebase. If you or your team do not possess those technical skills or access, work with your organization to arrange the necessary help.

Back to Top

Step 1: Add Website Domains

To add the websites that you want to track and find the Apollo JavaScript snippet:

  1. Launch Apollo and click SettingsWebsite Visitors.
  2. Click Add Domain. Add a domain to track.
  3. Enter the URL for the website where you want to track traffic.

    (Optional) For the domain you added, open the Advanced Intent Settings drop-down to set the scoring criteria for your website visitors. Your scoring criteria establishes how important visits to specific website pages are to you, and helps you identify accounts showing a strong interest in your product when [viewing your website visitor data](#view-your-website-visitor-data).

    For example, if you believe that visits to your pricing page represent a strong interest in your product, you might want to set Page URL to your pricing page's URL and Intent to High. Enter domain details and intent scoring.
  4. Click Save.
  5. In the Apollo Script section, click Copy Code. Do not attempt to copy the code manually or type it manually. If you are not adding the code to your website, send the copied JavaScript snippet to the the personnel that will ultimately be responsible for adding the code. CAPTION

If you want to add more domains to track, click Add domain and repeat this process.

Otherwise, you or your designated personnel can proceed to Step 2.

Back to Top

Step 2: Add the JS Snippet to Your Website

There are 2 options for adding the JS snippet to your website: adding it directly to your website's code, or using Google Tag Manager.


Add the JavaScript snippet generated in Step 1 to your website's code.

The snippet can either be inserted between the head tags of a website's HTML, or in the code for a specific page you want to track. The snippet should be included for every page that you want to track.

With the snippet added to your website, proceed to Step 3.

Google Tag Manager

Helping Hand

If you have never used Google Tag Manager and need help getting started, please refer to Google's Tag Manager documentation.

To utilize Google Tag Manager to add the JavaScript snippet generated in Step 1:

  1. Go to Google Tag Manager and log in to your account. Then, select the workspace that you want to use to manage this tag.
  2. Click Tags New to add a new tag. Add a new tag.
  3. Click the pencil icon to edit the tag configuration, then select Custom HTML for the tag type. Add a Custom HTML tag.
  4. Paste the Apollo JS snippet into the HTML section. Paste the JS snippet.
  5. Click the pencil icon to edit the tag trigger, then choose which pages on your website should trigger the tag. Select All Pages to trigger the tag across your website. Then, click Save. Add a tag trigger.
  6. To publish the container, click Submit, then click Publish.

Your tag is now added to Google Tag Manager. With the snippet added to your website, proceed to Step 3.

Back to Top

Step 3: Test the Connection

With the JS snippet added to your website, you should test the connection to ensure that Apollo is able to capture and analyze the traffic from your added domain.

To test the connection:

  1. Launch Apollo and click SettingsWebsite Visitors.
  2. Click Test connection to test all of your websites. If a domain's connection is good, the status will be Active. Test your domain connections.

If your connection is successful, it takes up to 24 hours for data to reflect in Apollo. Then, you can start to use visitor data as accounts generate activity on your website.

Back to Top

Use Visitor Data

Filter Companies By Website Visitor Data

Once visitor data is available in Apollo, you can use the data to filter your searches. This enables you to target companies based on the recency and volume of visitors to your tracked websites.

To filter your Apollo search results by website visitor data:

  1. Launch Apollo and click SearchCompanies.
  2. Click the Website Visitors drop-down. From here, you can filter by the time period when the website visits occurred, the level of intent, and the visited domains.

    Open the Advanced drop-down to filter by specific URLs and number of page views. To filter by a URL, you must type the URL, then press Enter to add it. Find the website visitors filter.
  3. Click the Show new companies only checkbox to limit your search to only companies that have visited your website within the time period you selected. For example, if you limit your search to a 1 month time period, only companies that made a first visit within the last month will be shown. If a company visited 2 months ago and again 2 weeks ago, it would be filtered out of your search results. Search for new visitors.
  4. Apply any other filters that you want to add to your search. Apollo updates the search results as you change the filters. View your search results.

You have now applied the Website Visitors filter to a search.

To save the your search, click Save Search. You can also set up alerts for whenever new records match your saved search.

Back to Top

View Website Visitor Activity Snapshot

To review visitor data for a specific company, go to a company page, then hover on the bar graph icon next to a company name.

The Website Visits pop-up shows visitor data for the company, including the total number of visitors from the company to your added domains, the most visited pages, and the number of visits to each page.

View website visitor data for a company.

You can also view visitor data for a company by hovering over the same bar graph icon in search results.

View website visitor data for a company.

If a company has not visited your tracked domains, the icon will not appear.

Group Think, Not Individuals

Apollo does not collect details such as names and email addresses for individual visitors to your website. Visitors data includes contacts based on activity generated by accounts, so an individual contact might or might not have visited your websites.

Back to Top

Sort Companies by Visit Dates and Number of Visitors

If you've already filtered your company searches by website visitors, you can sort the search results by the most recent date someone from the company visited your websites and the total number of website visitors from each company.

To sort based on these factors, start by building a custom table layout for your search results, then add the Website Last Visit and Website Total Visitors columns to your new layout.

Choose the website visitors columns for your table.

Once you finish creating your layout, the columns related to website visitors will be available in your table. Click the up/down arrows next to the column name to sort your search results that data.

Sort by website visitors data.

Back to Top

Edit Domain Information or Disable Tracking

You might want to edit the information for a website you are tracking, or disable the tracking entirely. To do so, launch Apollo and click Settings > Website Visitors. Then, click the pencil icon to edit website information, or click the trash can icon to remove tracking for the domain.

Edit or delete domains.

Back to Top