Introduction to the Site Traffic Revealer features

What is the Site Traffic Revealer

The Site Traffic Revealer enables the identification of your website visitors, in real-time, across a variety of account-level attributes. These real-time account-level attributes associated with your website visitors can be used to:

Understand the company attributes that make up your website traffic

Deanonymize your website visitors and match them to account attributes: domain, company name, industry, company size, revenue, RollWorks Account List and Group membership, and Journey Stage.

Screen Shot 2022-05-04 at 7.11.37 PM.png

Import real-time visitor data to Google Analytics
Help inform your business decisions by analyzing trends in your visitor data based on Company firmographic attributes and tailor your content strategy based on how certain types of companies interact with different content. Screen Shot 2022-05-05 at 1.41.14 PM.png 


The attributes Account Lists, Account List EIDs, Account Groups, and Journey Stage are not available in GA.

Import real-time visitor data to your own data warehouse
Power other applications in your organization using company firmographic data and RollWorks Account identification data, for example, to create alerts based on lookalike models defined by your Business Intelligence teams.Screen Shot 2022-05-04 at 7.12.50 PM.png
Display personalized landing pages to your website visitors
Through our website personalization partner integrations with Hushly or Uberflip you can personalize your landing pages based on the RollWorks company firmographic attributes and RollWorks Account Identification data of your website visitors:
    • Ensuring consistent messaging for website visitors who are being targeted in RollWorks campaigns for 1-to-many account-based campaigns.
    • Personalizing pages with accounts’ company name and content based on their firmographic attributes and what they are researching online through intent-based Account Lists.
    • Creating specific pages for strategic accounts in certain Journey Stages.

Screen Shot 2022-05-04 at 7.23.07 PM.png

Personalize conversational chatbots

Using our conversational chat partner integration with Drift you can:

  • Personalize your Drift chatbot conversations to ensure consistent messaging for website visitors who are being targeted in RollWorks campaigns and provide competitive talking points to accounts researching competitors or displaying white papers on specific topics, based on intent-based Account Lists.Screen Shot 2022-05-04 at 7.19.02 PM.png
  • Configure your Drift chatbot conversation routing to send high-priority accounts to specific sales teams.Screen Shot 2022-05-04 at 7.23.07 PM (1).png


Who can access

Access to the Site Traffic Revealer depends on your RollWorks package.

The volume of MUV (monthly unique visitors) that we will attempt to deanonymize to push firmographic data to Google Analytics depends on your specific contract.

Your Package Site Traffic Revealer
Standard Advertising Not included
Advanced Advertising Not included
ABM Included - Unlimited MUVs
ABM with Advanced Advertising Included - Unlimited MUVs
Starter (Legacy) Included - Up to 150k MUVs
Standard (Legacy) Included - Up to 250k MUVs
Professional (Legacy) Included - Up to 500k MUVs
Ultimate (Legacy) Included - Up to 1 Million MUVs
Free Tier Not included

To find your current subscription, log in to RollWorks and navigate to Settings > Billing > Plans & Usage.


Data available

At a high level, the Site Traffic Revealer facilitates the push of the following RollWorks data to 3rd party applications:

Account firmographic attributes

RollWorks account identification attributes


Company Name

Company Industry

Company Size

Company Revenue

Account List*

Account Group*

Account List EID*

Journey Stage*

*Not available in Google Analytics or Adobe Analytics. See which 3rd party applications support these attributes in the table below.

Click here to learn more about each of these data attributes available through the Site Traffic Revealer.


Supported third-party applications

The following applications can ingest data from the Site Traffic Revealer data:

Third-Party Application

Account firmographic attributes

(Domain, Name, Industry, Size, Revenue)

RollWorks account identification attributes

(Account List, Account Group, Journey Stage)




Google Analytics

Adobe Analytics

Your own data warehouse


How to connect 

Before you start, you must have a properly configured and installed RollWorks Pixel on your website.

Follow one of the guides below to send Site Traffic Revealer data based on the third-party application you want to send the data to:

You can refer to this API documentation for additional technical information and the glossary of Site Traffic Revealer attributes available.


Site Traffic Revealer FAQ

Can I add request additional Site Traffic Revealer attributes?

If you would like to see new RollWorks attributes available through the Site Traffic Revealer, we'd love to learn more about your needs and use cases.


Can the Site Traffic Revealer pull data retroactively?

You can pull data from the start date of when your Site Traffic Revealer integration is completed, onwards. Data prior to the integration start date will not be available.


What makes RollWorks data different from other options in the marketplace?

We utilize a variety of data sources including, IP data, 3rd party data, and user-submitted data from our co-op to determine the firmographic profile of a website visitor. This approach results in more robust deanonymization capabilities than relying solely on IP data.



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