Attribution of Anonymous Traffic
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.
Enable 'Attribute anonymous activities to all matching domains'
If you have a duplications of company websites in your CRM.
Enabling the setting will increase the attribution of anonymous traffic like LinkedIn engagement and IP-reveal data.
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.
Enabled - Attribute anonymous activities to all matching domains: (recommended)
- 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
Disabled - Attribute anonymous activities to all matching domains:
- 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)
