Track Website Visitors to Prioritize Prospects

Article author
Brandan Blevins


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.

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Set Up Tracking

Step 0: Before You Begin

Apollo admins can complete the instructions provided in step 1 and step 3 of this article. Technical skills are not required.

The instructions in step 2 require either knowledge of HTML and a front-end language like JavaScript, along with access to your website's codebase, or access to a tool such as Google Tag Manager. If you or your team do not have access or the technical skills needed, work with your organization to arrange the necessary help.

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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 Settings > Prospecting > Website 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.

    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 or type the code manually. If you're not the one adding the code to your website, send the copied JavaScript snippet to the personnel responsible. 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.

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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.

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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 Settings > Prospecting > Website 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.

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Use Website Visitors Data

Check out Use Website Visitors Data to learn how to use website visitors data as a search filter, view visitor data as a dashboard, and build plays using the website visitors filter.

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Edit Domain Information or Disable Tracking

To edit the information for a website you are tracking, or disable the tracking entirely, launch Apollo and click Settings > Prospecting > 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.

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