Website metrics, dates, and privacy

Use this article when Website numbers look confusing, when you need to compare Website with Reports, or when you are preparing a follow-up from website activity.

Core Metrics

Metric	Meaning	Common mistake
Companies identified	Companies DOE can name in the selected scope.	Treating this as total anonymous website traffic.
Visits	Website sessions connected to identified companies.	Treating every visit as buying intent.
Page Views	Pages viewed inside those visits.	Comparing page views to visits as if they are the same unit.
Average time on site	Average visit duration when timing data is available.	Treating a blank or dash as zero engagement.
Last Seen	Most recent tracked visit for a company.	Ignoring whether activity is recent or old.
Top Countries	Countries connected to identified activity.	Assuming the top country is always the buying center.
Top Industries	Industries connected to identified companies.	Treating broad or missing industry values as exact.
Top Traffic Sources	Arrival sources such as Direct, organic search, referral, or campaign.	Assuming source always explains the whole visit journey.

Date Periods

Website supports Today, Yesterday, This Week, Last Week, This Month, Last Month, Last 7 Days, Last 30 Days, Last 3 Months, and All Time.

Use a rolling period, such as Last 7 Days or Last 30 Days, when you want a freshness view. Use completed periods, such as Last Week or Last Month, when you are reporting a finished period. Use All Time only when you need historical context.

Why Website And Reports Can Differ

Website is an interactive investigation page. Reports are table views for comparison, export, and repeatable reporting. They may group data differently.

Difference	Why it happens
Different date period	Website and Reports may not be using the same selected period.
Targeted/non-targeted scope	One view may include only targeted accounts or only non-targeted companies.
Entity grouping	Website can show branches or multiple matching entries; summaries may count companies once.
Timezone handling	Some reports use UTC report days, while Website periods are used for website activity review.
Filters/search	Search, account filters, owner scope, or report filters can hide rows.
Data freshness	Website, Insights, and report data can refresh at different moments.

Before comparing two numbers, match the account type, period, filters, and source of truth.

Safe Use Of Website Activity

Website activity can help a team prepare better internal follow-up. It should not be used to make an external message feel intrusive.

Use:

"This account has recent website activity on product pages."
"Please review this non-targeted company before adding it to targeting."
"The visit pattern may support follow-up, but check account fit first."

Avoid:

"We watched you visit our website."
"Someone from your company viewed this exact page."
"Your team spent two minutes on our pricing page."

What Website Cannot Prove

Website activity does not always identify a person. It does not prove budget, authority, timing, or buying intent. It can come from customers, partners, students, vendors, competitors, or general research.

Use it together with:

Account fit and target status.
Stakeholder clicks or awareness.
Deal stage and owner context.
Campaign source and timing.
Page intent and recency.

Troubleshooting

Symptom	Likely reason	What to do
No rows	Selected type, period, or search has no matches.	Clear search, widen period, or switch type.
Company appears under non-targeted	It is not matched as a target account in this workspace.	Check duplicates and ownership before targeting.
Company count differs from list	Summary counts companies once; list may include multiple entries.	Search the company name and compare locations.
Average time is missing	Timing data is unavailable or not useful.	Use page paths, page views, and recency.
Page paths are missing	Page history was not recorded for that visit.	Use source, visit count, and report context.
A visit looks low intent	Not every visit indicates demand.	Compare with stakeholder and account signals.

When To Use Reports Instead

Use Website when you need to investigate a company and understand page paths. Use Reports when you need a table, export, repeated comparison, or account list for a meeting or review.

Related reports: