Web tracking, a marketing technique.

Web tracking is a marketing technique B to B (Business to Business) which consists of identifying visitors to a site based on their IP address, then reconstructing their journey, for the purposes of marketing analysis and commercial recovery.

Since the web existed, marketing departments have sought to answer this simple question: who visits my site? The issue is not only analytical. The rare visitors who leave their contact details via contact forms (less than 1% of traffic on average in B2B), constitute business opportunities that are easy to transform. By extension, visitors who show strong interest through their journey, who reach the pricing page or the general conditions of sale, for example, are probably in the choice phase. But how to identify them?

The web tracking technique is based on the visitor's IP address. All you need to do is add a javascript code (provided by the publisher of a web tracking solution, such as Web Leads Tracker) on the web pages of the site or blog to be tracked. The code collects the IP address, then the solution performs searches to identify the company that was assigned that IP address. The quality of a web tracking solution essentially depends on its ability to 'find' the company, and to deliver standardized information (SIRET type + full contact details of decision-makers in the right function) which is immediately usable for marketing processing. or commercial. [Read more on webleads-tracker.fr]