Geolocate Traffic and Identify Company Visits

IPinfo is the world's leading IP data provider. Trusted by over 400,000 users, developers and businesses, IPinfo handles more than 40 billion API requests per month. Our new partnership with IPinfo allows Confection customers to geolocate visitors and identify companies visiting their sites. This enriched data can help build powerful retargeting campaigns, fuel high-impact business development efforts, and make more effective, analytics-based decisions.

Learn more about the add-on, and explore sample use cases, below. To activate it, schedule a call with our team.

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Once active, Confection's Enrichment Add-On will create two new UUID properties in a customer's account API: company and geolocation

company contains the name, domain, city, and country of a visitor associated with a certain company. geolocation contains city, region, country, and lat/long information for a visitor associated with a pageview event. If company information is available, the location data for both properties will match. From top to bottom, geolocation entries are organized in ascending order (from most recent to least recent). In the example, the London company-linked visit happened after the generic Los Angeles-based pageview event.

By default, the add-on will not collect company or geolocation data from VPNs, bots, ISPs, hosts, or education institutions. If they wish, customers can enable VPN data collection in their dashboards. (See "Also Collect Data from VPN?" here.)

IPinfo identifies some ISPs and hosts as businesses. We recommend reviewing exports before handing off to a sales team, building a custom audience, or otherwise leveraging the data. (Dozens of visits from "Microsoft Corporation," for example, from across the United States probably represents cloud and/or data center customer activity vs. actual interest from Microsoft itself.)

Confection already helps GA4 and Matomo operate 52-123% more effectively. Once the enrichment add-on is active, Confection's Matomo and GA4 integrations can send company data and more precise geolocation intel to web properties.

For more information, see our Matomo and GA4 quick start guides.

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Use Case 1: Identify Companies Visiting Your Site

Once the add-on is active, this recipe from our cookbook will output data about companies visiting your site.

Sample output follows:

Company Name Company Domain Visitor City Visitor Region Visitor Country Visitor Lat/Long Page Visited Timestamp
XYZ Corporation xyz.com San Francisco California US 42.361145,-71.057083 domain.com/landing-page 2023-09-07

A few common use cases follow:

  • Import this list to your CRM. Build an account list for your sales team. Ask them to find prospects at these companies who live and work in the geographies identified. Use pageview information to frame outreach.
  • Build a highly-targeted custom ad audience using company affiliations and location data.
  • Find persona-aligned contacts at companies who visit your site using prospecting tools like Apollo.io and Seamless.AI. Use pageview information to frame outreach.
  • Add points to lead scores when prospect-affiliated companies visit your site.
  • When CRM scripts fail to fire, identify accounts and prospect-affiliated companies visiting your site. Don't miss an opportunity or prematurely close a deal because of browser and device disruptions involving cookies, cross-domain scripts, and device IDs. Get an independent view of inbound site activity.

Use Case 2: Geolocate Site Visitors

This recipe from our cookbook will output location data about site visitors.

Sample output follows:

URL Visited Visitor City VisitorState/Region VisitorCountry VisitorLat/Long Referrer Campaign Content ID Medium Term Timestamp
xyz.com/landing-page Boston Massachusetts US 42.361145,-71.057083 google.com PPC Lorem ABC123 Paid My-Keyword 2023-09-07

A few common use cases follow:

  • Build custom ad audiences and fine-tune targeting using location data. Fine-tune interest categories and segment audiences even further using pageviews.
  • Improve persona models and messaging. Make both geo and content specific.
  • Audit campaign performance. Ensure ads are running where intended, reaching the right audiences, and generating the traffic you want.

Use Case 3: Get Detailed Event Information

This recipe from our cookbook will output detailed event information. Use it to answer questions like, "On which page did an event fire," "How many times did it fire," "What values are available," and "Where did the user who triggered the event come from?" You can return results for custom event names or you can use default Confection events like loadtime, pageviewBatch, and purchasedEvent.

Sample output follows:

event event_value domain URL referrer campaign content id medium term city region country loc count
eventName eventValue xyz.com xyz.com/landing-page google.com PPC AdTextHere 123456 paid keyword San Francisco California US 42.361145,-71.057083 12

A few common use cases follow:

  • Audit campaign performance. Ensure ads are running where intended, reaching the right audiences, and generating the traffic you want.
  • Disruptions involving cookies, cross-domain scripts, and device IDs mean application scripts often fail to fire. Don't miss event activity because of these technical issues. Take control of your event data. Get an independent view of site activity. Audit partners and applications.

Get Started

If you haven't already, create a Confection account.

Then, use our quick start guide to connect BigQuery.

Lastly, to activate the add-on, schedule a call with our team.

Today is your data independence day.

Take control of your pageviews, acquisition intel, and other "atomic-level" digital marketing data. Get +52-125% better analytics data, +20-30% more effective paid ads, and +88% larger audiences.

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