Attribution of Anonymous Traffic

Mikkel Settnes Updated by Mikkel Settnes

What is anonymous traffic?

Anonymous traffic are all activities, where only the domain is known ie. the person who performed the activity is not known.

Examples of anonymous traffic:

  • De-anonymized traffic using IP-data will only reveal the company and not the person.
  • Activity on the LinkedIn platform is only available on a company level and on LinkedIn a company is identified only by the domain.
  • Generally intent data will be anonymous as it is inherently on a company level only. Read more about intent data here

Anonymous traffic and attribution

Dreamdata automatically connects the anonymous traffic to companies based on their available websites (multiple websites are supported for CRM's allowing this).

This means that anonymous traffic can get credit in all available attribution models.

If you have duplicated websites in your CRM

If the same website is associated with multiple companies, the anonymous traffic will be associated with all duplicates (read more about mapping of anonymous traffic here). This can cause the same anonymous tracking event to be attributed several times ie. for each duplicated company.

In most cases, this is the desired behaviour since you want anonymous traffic - like LinkedIn activity - to be eligible for attribution credit even if you have duplications in your CRM.

The exception is if you create duplicates on purpose - then read below.

When do I want turn on 'Only Attribute Anonymous Traffic to Unique Websites'?

You are deliberately making several companies in your CRM with the same website (so you have duplicated company websites), but you still need to treat them as independent companies, for example because you sell exclusively to separate divisions in multinational enterprises.

In this case, you may not want all anonymous traffic from www.abc.com to be eligible for attribution credit for all companies in your CRM with the website www.abc.com.

Enable 'Only Attribute Anonymous Traffic to Unique Websites', to only attribute anonymous traffic to companies with a unique website ie. no duplication exists.

Do not enable 'Only Attribute Anonymous Traffic to Unique Websites', if you have a lot of unintentional duplication of company websites in your CRM. Enabling it will decrease the attribution of anonymous traffic like LinkedIn engagement and IP-reveal.

Example:

CRM contains company A and company B both with website www.abc.com and company C with website www.xyz.com (no other companies is associated with www.xyz.com).

A person from www.abc.com engage with your LinkedIn ad and another person from www.xyz.com also engage with an ad. Both is anonymous since you do not know who engaged, just that it was from the domain www.abc.com and www.xyz.com, respectively.

Disabled (default):

  • The anonymous visitor from www.abc.com will be associated with both company A and B
  • The anonymous visitor from www.xyz.com will be associated with company C

Enabled:

  • The anonymous visitor from www.abc.com will not be associated with either company A and B, since the website is not uniquely connected to a company.
  • The anonymous visitor from www.xyz.com will be associated with company C (here the website is uniquely connected to company C)

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