What Website Activity Data Unify Tracks (and What We Don’t Track Yet)

Unify provides rich visibility into how leads and companies engage with your website. While we capture a wide range of session-level activity, there are a few metrics that we don’t currently calculate.

✅ What Unify Tracks Today

Company-Level Tracking (Primary Method):

- Page views + URLs visited

- Session counts (number of separate visits). A session is created when Unify first detects activity from a visitor (via identify or page events). The session creation event itself doesn’t automatically include page-level details—page views are only captured if page view events fire during that visit.

- Referrer data and UTM parameters (can be filtered to create custom audiences by traffic source)

- Device type and location data

- Timestamps of when pages were visited

- IP-based company identification

Person-Level Tracking (When Available):

- Visitor identity when they fill out forms (including typing email addresses into form fields with autoIdentify enabled), click email links from Unify sequences, or authenticate in your product

- Form field identification works automatically with the Unify Website tag (autoIdentify enabled by default) or can be configured via autoIdentify: true when using package manager installations

- Individual page view history for identified visitors

- View page-level tracking data on the People profile timeline, which shows specific page URLs and timestamps for identified visitors

- Cross-session activity tracking for known users

Understanding Clicks vs. Page Views

Unify tracks two distinct types of engagement that are often confused:

• Click count reflects the number of link clicks from emails or other sources, which can include multiple clicks on the same link

• Page views are actual page view events captured by the Unify tag on your website

In activity timelines, "Clicked" rows indicate email link clicks, while "Viewed X page(s)" rows indicate actual page view events. If you see multiple clicks but only a single URL appearing (like a homepage), the link may point to a single destination (such as a redirect or file), or the page view may be occurring on a domain without the Unify tag installed.

❌ What We Don’t Track Today

Session Duration/Time Metrics:

- We do not track session duration or time spent on individual pages

- Page views per session can serve as a proxy for engagement time

Advanced Behavioral Analytics:

- Session start/end times are not explicitly recorded

- No session timeout tracking

- Limited cross-session behavioral analysis

Person-Level Limitations:

- Most website visitors remain anonymous at the individual level

- Person identification requires active engagement (form fills, email clicks, product logins)

Unify does not support Vector-style or RB2B-style person-level de-anonymization for anonymous visitors due to GDPR compliance requirements

- Cannot automatically link personal emails to company visits for competitive intelligence

- Visitors who reject cookies are not tracked

Third-Party Person-Level Identification:

Some customers use third-party tools like RB2B alongside Unify for person-level website visitor identification. However, these tools may have accuracy limitations compared to Unify's company-level approach. Unify's company-level tracking combined with automated prospecting often provides better coverage and accuracy than person-level identification guesses.

These limitations exist primarily due to GDPR compliance requirements and our focus on company-level intent signals rather than individual tracking.

Important Integration Limitations for Third-Party Website Visitor Tools

While the published article mentions that customers use third-party tools like RB2B alongside Unify, there are crucial technical limitations when integrating these tools that users need to understand:

Data Integration Constraints

Native Field Population Limitations:

• Third-party web activity data synced from your CRM cannot populate Unify's native web activity fields (such as "Last Web Activity")

• Only Unify's own website tracking can populate Unify-specific web activity fields and metrics

Audience View Display Restrictions:

• External visitor data can be used to create audiences and lists based on CRM field values, but cannot be displayed as columns in audience views

• This means while you can filter by third-party data, you cannot view it directly in Unify's interface

Practical Implications

These integration limitations mean that customers using third-party de-anonymization tools will have separate data streams - Unify's native tracking for company-level insights and third-party tools for person-level identification - that cannot be fully merged within Unify's interface. Understanding these constraints is essential for setting proper expectations when implementing hybrid tracking approaches.