What is the Site Visitor API

The Site Visitor API 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 your website traffic by deanonymizing your website visitors and matching them to account attributes: domain, company name, industry, company size, revenue, and RollWorks Account List membership, Account Group membership, and Journey Stage.

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Ingest real-time account-level visitor data to Google Analytics to help inform your business decisions. Analyze trends in your visitor data and tailor your content strategy based on how certain types of companies interact with different content.

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Import real-time visitor data to your own data warehouse to power other applications in your organization, 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 Partner Integrations Hushly, Reactful, and Uberflip:

      • Ensuring consistent messaging for site 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.

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Personalize conversational marketing chatbots through our Partner Integration with Drift:

      • Ensuring consistent messaging for site visitors who are being targeted in RollWorks campaigns.
      • Providing competitive talking points to accounts researching competitors or displaying white papers on specific topics, based on intent-based Account Lists.
      • Routing high-priority accounts to specific sales teams and more.

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Who can access

The Site Visitor API is included for all RollWorks customers with a subscription package at no additional cost.

API MUV (Monthly Unique Visits) limits may apply based on your package.

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

 

How to connect

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

  • Login to RollWorks and navigate to 'Integrations' > 'Site Visitor API' and click the 'Site Visitor API' card.

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  • Toggle on the Site Visitor API to 'Enabled'
  • Under ‘Send Data to Google Analytics' you can select one of the following options:
'Send with Google Tag Manager'

Select this if you use Google Tag Manager and would like to send RollWorks data both to Google Analytics and to other applications such as Hushly, Uberflip, or Reactful.

Not supported for

'Send directly to Google Analytics' Select this if you would like to write the data directly to Google Analytics, but do not want to use the data for other applications.

'Do not send data to Google Analytics'

Select this if you do not use Google Tag Manager, but would like to send this data to other applications such as Hushly, Uberflip, or Reactful.
  • Copy the 'API Attribute Key' on the right side  
  • Click 'Save'

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To finish your Site Visitor API set-up, navigate to the following guides for partner-specific instructions:

You can refer to this API documentation for additional technical information on how to set up the Site Visitor API and for the Glossary of Site Visitor API attributes available.

 

Data available

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

Account firmographic attributes:

  • Domain
  • Company Name
  • Company Industry
  • Company Size
  • Company Revenue

RollWorks Account Identification attributes:

  • Account List
  • Account Group
  • Account List EID
  • Journey Stage

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

 

Supported 3rd party applications

The following applications can ingest data from the Site Visitor data:

3rd-Party Application

RollWorks Firmographic attributes (Domain, Company Name, Industry, Size, Revenue)

RollWorks Account identification attributes (Account List, Account Group, Journey Stage)

Drift

Uberflip

Reactful

Hushly

Google Analytics

Your own data warehouse

 

FAQ

Can I add request additional Site Visitor API attributes?

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

Click here to share your feedback, suggestions, and thoughts with us in the Accountable Marketing Collective, a RollWorks community.

 

Can the Site Visitor API pull data retroactively?

You can pull data from the start date of when your Site Visitor 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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