Check this against the same date range, traffic segment and business definition used elsewhere in the analysis.
Visitor Intelligence
Who is visiting my website?
A direct answer to who is visiting my website, including the measurements to check, the setup required, common mistakes and the next action to take.
Direct answer
You can measure visits, journeys and conversion behaviour. Naming a specific person is reliable only when that person identifies themselves through a legitimate business interaction. Check users and sessions by landing page, new and returning visitor patterns, known lead events after a consented form submission. Keep traffic, leads and revenue separate so one number does not hide a weak customer journey.
What matters
What you need to know
Start with the evidence the business already controls. Confirm what is being measured, then add new tracking only where it closes a real gap.
For this issue, check users and sessions by landing page, new and returning visitor patterns, known lead events after a consented form submission.
website visitorssessionsanonymous usersreturning visitorslead identityprivacy
Evidence
What to measure
Use the smallest group of metrics that can answer the question. A larger report is not automatically a better report.
Check this against the same date range, traffic segment and business definition used elsewhere in the analysis.
Check this against the same date range, traffic segment and business definition used elsewhere in the analysis.
Check this against the same date range, traffic segment and business definition used elsewhere in the analysis.
Implementation
How to build or diagnose it
Follow the evidence in order. Changing several tracking layers at the same time makes it harder to prove which change fixed the problem.
- Start with anonymous traffic measurement
- Define which actions turn an anonymous visit into a lead
- Attach source and landing page evidence to accepted enquiries
- Keep personal identification out of routine analytics unless there is a legitimate business reason and proper notice
Failure patterns
What commonly goes wrong
These are recurring causes of misleading analytics, broken attribution and wasted implementation work.
Verify the underlying evidence before changing the reporting layer or drawing a commercial conclusion.
Verify the underlying evidence before changing the reporting layer or drawing a commercial conclusion.
Verify the underlying evidence before changing the reporting layer or drawing a commercial conclusion.
Verify the underlying evidence before changing the reporting layer or drawing a commercial conclusion.
Decision sequence
How to read the result
Keep observation, interpretation and commercial action separate. That reduces false certainty and makes the next decision easier to defend.
Anonymous analytics can show behaviour without naming a person
Identity becomes reliable when a visitor provides information through a legitimate conversion step
A company level match is not the same as a verified individual
Questions
Frequently asked questions
Short answers to the next questions that usually follow this search.
What should I check first?
Start with users and sessions by landing page and new and returning visitor patterns, then compare the result with a real visit, lead or sale you can verify.
Which measurements matter for who is visiting my website?
Users and sessions by landing page, New and returning visitor patterns, Known lead events after a consented form submission, Traffic source attached to accepted enquiries. Choose the smallest set that answers the business question.
Can analytics prove every customer action?
No. Browser restrictions, consent choices, cross device behaviour, offline conversations and missing identifiers create gaps. A reliable report shows what is observed, what is inferred and what remains unknown.
When is specialist help useful?
Bring in help when the numbers cannot be reconciled with known business outcomes, several platforms report different results, advertising depends on the data, or the setup has become difficult to audit safely.
Platform guides
Check the platform settings
Use the vendor guides below when checking the settings discussed on this page.
Related questions
Keep working through the measurement problem
These pages cover the next questions that usually arise around the same measurement problem.
Need the measurement fixed, built or verified?
DSDillon can audit the current setup, repair conversion evidence and connect website activity to leads and commercial outcomes.
Related DSDillon resources
Keep working through the issue
Related guides and services that can help you continue the diagnosis.
Related guidance
Explore more about Who Is Visiting My Website
Conversion evidence, lead tracking and commercially useful reporting.
