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A Business Owner's Guide to Website Visitor Tracking

Published 21 Nov 2023 by Tim Langley, CANDDi
Read this in about 10 minutes

Are you getting enough information about your website visitors? You know, the details that can help you optimize your marketing efforts to track and convert high-quality leads. If not, it's time to implement website visitor tracking.

Website visitor tracking can help you collect valuable data and insights to boost your online presence. With the right tracking tool and data, you can access information on visitor demographics, time spent on pages, and even the devices they use to access your website.

What do you do with this information? Use it to improve your website's UX, tailor your content, and optimize your marketing strategies. And that's incredibly powerful business data to have, but the better question is...are you ready to take the first step towards a successful online business and start website visitor tracking today?

A Business Owner's Guide to Website Visitor Tracking

The Importance of Website Visitor Tracking

In today’s fast-paced digital business landscape, tracking website visitors is more important than ever. With so many potential customers browsing your site, it’s essential to understand their needs and online behaviors.

Tracking people who visit your website (legally, of course) gives you a better understanding of your target audience, behavior, and preferences. This knowledge can help your business improve its online presence, boost engagement, and drive sales.

For example, analyzing visitor data can help you learn more about who is accessing your site. This information includes age, gender, location, language, and other essential demographic factors that can help you better tailor your marketing and advertising efforts.

Observing visitors’ interactions with your site can also provide critical insights into their behavior and preferences. This information includes what pages they visit, how long they stay on each page, and what actions they take while there, such as filling out a contact form or purchasing an item.

Types of Website Visitor Tracking

As you can see, tracking visitors to your business website yields a lot of data. But how do you know what to track and which tracking tool to use? To provide some context as you start exploring different tools, let’s explore the different types of tracking and what you can learn about your visitors using each type.


Analytics tracking is one of the most important types of tracking because it provides comprehensive data about your website’s usage. With analytics, you can track:

  • How many people are using your site

  • Where visitors are coming from

  • What they’re doing while they’re there

You can also track your site’s search engine rankings, examine traffic sources, and see how much time people spend on your site.


Behavior tracking allows you to better understand how your visitors interact with your website. With this information, you can identify:

Which pages are most popular

Which products or services are most viewed

How users navigate through your site

Analyzing this data can help you make informed decisions about site structure and content, improve user experience, and guide users to take the desired actions.


Identity tracking is the process of identifying people who visit your site, including information such as their name, email address, and phone number.

By tracking this data, you can create a more personalized experience for your visitors. For example, you can send customized messages to your audience and use user profiles to improve your website’s conversion rates.

Ultimately, tracking your website visitors is an essential aspect of running a successful online business. You can make data-driven decisions that improve your website’s performance, conversion rates, and user experience using the insights from analytics, behavior, and identity tracking.

Benefits of Using Visitor Tracking Software

One of the most common things we hear from business owners is that they don’t need to invest time or energy in connecting a visitor software tracking tool. Instead, they can connect their business website to Google Analytics or look at their CMS dashboard, right?

Nope. While you could attempt to develop your own ad-hoc solutions, using software designed specifically for tracking visitors can make your life much easier. Here are just a few of the benefits of using visitor tracking software.

Understand User Behavior with Heatmaps

Heatmaps are visual representations of your website pages that show where visitors click, scroll, and spend the most time. By analyzing heatmaps, you can understand which areas of your site are most engaging and which need improvement.

For instance, if your heatmap shows that visitors tend to click on images more often than links, you can optimize your site by adding more visual elements and making them clickable. Similarly, if your heatmap shows visitors scrolling through your content quickly, you can restructure your pages to increase engagement.

Identify Opportunities To Convert Visitors

By monitoring your website visitors’ behavior, you can identify trends and patterns that help lead to conversions.

For example, you may notice that certain pages on your website have higher conversion rates than others, which can lead you to focus your efforts on optimizing these pages further.

Alternatively, you may discover that certain pages are causing visitors to leave your site. This information can allow you to make changes to keep visitors engaged, reducing bounce rates and increasing conversion rates.

Improve Your Website’s SEO

Using visitor tracking software also helps you improve your website’s SEO by monitoring your website’s bounce rates, which are the number of visitors who leave your site shortly after arriving.

A high bounce rate can negatively impact your site’s SEO ranking, making it challenging to attract visitors. By monitoring your visitors’ behavior and determining which pages cause them to leave your site, you can optimize them and reduce bounce rates, boosting your site’s SEO ranking.

Increased Revenue

Ultimately, all of these benefits can help you increase revenue. By better understanding your visitors, improving your website design, and making smarter marketing decisions, you can attract more visitors and convert them into paying customers.

Plus, you can increase engagement and loyalty by tracking your visitors’ behavior and making data-driven decisions about your website. This can lead to word-of-mouth referrals and repeat business.

Common Issues with Tracking Website Visitors

While tracking website visitors is helpful, it’s not always easy. Here are some common issues you might encounter. Understanding these issues before you start optimizing your website will help you avoid potential problems.

Incorrect Analytics Setup

One of the biggest mistakes business owners make is incorrectly setting up their website analytics. And, unfortunately, that’s pretty easy to do.

Maybe you forgot to add a tracking code or added it improperly. This means all your website data, such as the number of visitors, page views, and even goals, will be inaccurate. Double-checking your tracking setup is the key to identifying this problem.

Lack of Visitor Data

It’s not uncommon to find that your website visitor data isn’t as comprehensive as you thought it would be. This could be due to a low traffic volume or some of your visitors using ad blockers that prevent tracking scripts from loading. You can explore different solutions to gather more data, such as using an alternative tracking tool or incentivizing visitors to disable their ad blockers.

Multiple Devices and IPs

When a customer interacts with your website from multiple devices or IP addresses, your analytics will count that action as multiple visitors. This can negatively impact your bounce rate and traffic, which can misguide your marketing strategies and site optimization.

Bot Traffic

Bot traffic is one of the most pervasive issues with website visitor tracking today. Bots can inflate your page views, leads, and other metrics, which means you can’t rely on these numbers to make decisions about your website’s performance.

You should regularly monitor and filter your website traffic to avoid bots interfering with your data. You can use tools like Google Analytics to identify and exclude bot traffic from your reports.

Visitor Tracking Data Requirements

When tracking your website visitors, it’s important to understand that you have certain obligations as a site owner. You need to be aware of the laws and regulations surrounding tracking tools to use them correctly and avoid any legal complications.

One of the biggest concerns for website owners is the General Data Protection Regulation (GDPR), which came into effect in 2018.

This regulation sets out strict rules for how businesses can collect, store, and use personal data from their customers and website visitors based in the EEA (European Economic Area). If you use tracking tools on your website, you must comply with these regulations to avoid hefty fines.

Depending on your specific business and the type of data you’re collecting, there may be other legal requirements or industry standards in addition to GDPR that you need to adhere to. For example, if you’re collecting sensitive information like health or financial data, additional regulations may apply.

Being transparent with your website visitors about your tracking practices is also important. You should clearly explain what data you’re collecting, how you’re using it, and who you’re sharing it with (if anyone). This can be done through a privacy policy or other disclosure statement on your website.

Tips for Tracking Website Visitors

So, you’ve realized the importance of tracking your website’s visitors. Congratulations! You’re already ahead of the curve.

But what do you do with that information? How do you make the most out of tracking your website visitors? Below are some tips on how to best track visitors and make use of that data.

Install Google Analytics

First things first, if you haven’t already, install Google Analytics on your website. It’s free and easy to set up. It’ll provide you with a wealth of information, including things like how many visitors your site is getting, how long they’re staying, and which pages they’re visiting.

Choose a Lead Tracking Tool

There’s only so much Google Analytics can track. It’s great at identifying big-picture data about your visitor demographics, but you’ll need to pair it with a more comprehensive lead-tracking tool to truly see results if using it for tracking potential leads.

Choose a tool like CANDDi that can identify the individual who has visited your site, allowing you to contact prospects directly. Use the information from that tracking tool, like their interests and online behavior, to tailor your outreach and close the deal.

Set Up Goals and Funnels

Once you’ve got your analytics and tracking tools set up, it’s time to start setting goals and funnels.

Goals are specific objectives you want visitors to complete, like filling out a contact form or making a purchase. Funnels are the step-by-step paths visitors take to reach those goals.

Setting up goals and funnels will help you see where visitors are dropping off and where you can improve the user experience on your site.

Track User Behavior

Now, it’s time to start tracking user behavior. For example, which pages are visitors spending the most time on? Which pages are they bouncing from? By analyzing this data, you can make informed decisions about what content to create and where to direct your website optimization efforts.

The Best Lead Tracking Tool

If you’re looking for a reliable tool to track website visitors and generate more leads, CANDDi should be at the top of your list. Our software is designed to help you close more sales by providing valuable insights into your website visitors’ behavior.

With our visitor-level tracking, you’ll see exactly who’s been on your website, what they looked at, and what actions they’ve taken. This information helps you tailor your pitch to their specific interests, increasing your chances of converting them into paying customers.

What sets CANDDi apart from other lead-tracking tools is our real-time tracking and combined use of IP and cookie tracking. With our unique system, you’ll never miss a sales opportunity again.

Not only that, but our email notifications will alert you the moment important activity occurs on your website. Wherever your prospects are browsing from, you can be sure that you’ll always be notified of any key activity.

Try CANDDi for Free

If you’re serious about growing your business and generating more leads, CANDDi is the perfect website visitor tracking tool for you. Our software is designed to help you generate more leads, close more sales, and stay on top of any important activity on your website.

Ready to experience the CANDDi difference? Start your free trial now!

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