Track Your Prospects
  • 25 Feb 2022
  • 7 Minutes to read
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Track Your Prospects

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Track Your Prospects provides insights into how your G2 product profile influences buyer behavior by tracking visitors who navigate between your G2 product profile and your website. When a visitor interacts with your G2 product profile and then your website (or vice versa), you receive data about the specific page visited, the duration between visits, and the firmographic information of the visitor.

Track Your Prospects creates a client-side, bidirectional cookie that persists for 14 days after a visitor’s most recent activity. This period resets each time a visitor lands on your website or on your G2 product profile page. Track Your Prospects data will not be recorded if a visitor clears their browsing history before visiting both endpoints. A visitor does not have to commit a specific action on your G2 product profile or your website for event data to be recorded. Unlike other, third-party methods of attribution tracking, Track Your Prospects does not track the activities of your customers across your website and does not report personally-identifiable information (such as name and address) back to G2.

Like Buyer Intent signals, Track Your Prospects events indicate that a buyer is interested in taking the next step to research your product. Where Buyer Intent captures enriched data about visitors researching your product and competitors across G2, Track Your Prospects helps attribute G2’s influence on your website traffic while adding firmographic information about your visitors. Use Track Your Prospects events alongside your Buyer Intent signals to completely understand the influence of your G2 product profile on buyers.

Initializing the Track Your Prospects tag on your website

To begin tracking your prospects:

  1. Go to my.G2, then Buyer Activity > Track Your Prospects.

  2. Move the Enable Prospect Tracking slider to the ON position.

  3. Choose your tracking tag type:

    JavaScript (preferred): This code is asynchronous and does not prevent other elements on your page from loading.

    Pixel Tag: This code renders an invisible 1x1 pixel on your website.

  4. Select Copy embed to copy your preferred tracking tag to your clipboard. Paste a copy of the tracking tag in the body (between the <body> and </body> tags) of your website for every page you want to track traffic.

You must add a unique Track Your Prospects tag to your website for each of your organization’s G2-listed products. To switch between the my.G2 pages for each of your products, first expand the dropdown at the top of the page by selecting your product name, then select the product you want to view from the list provided.

Initializing the Track Your Prospects tag in Google Tag Manager

Don’t have access to modify the source code of your website? You can use a tag management software such as Google Tag Manager to generate custom HTML tags that fire for specified event triggers.

add track your prospects js tag to tag manager

To initialize Track Your Prospects in Google Tag Manager:

  1. Go to my.G2, then Buyer Activity > Track Your Prospects.

  2. Move the Enable Prospect Tracking slider to the ON position.

  3. Choose your tracking tag type:

    JavaScript (preferred): This code is asynchronous and does not prevent other elements on your page from loading.

    Pixel Tag: This code renders an invisible 1x1 pixel on your website.

  4. Select Copy embed to copy your preferred tracking tag to your clipboard.

  5. Navigate to Google Tag Manager and select the container associated with your website.

  6. Create a new tag by navigating to Workspace > Tags, then selecting New.

  7. Select the Tag Configuration card to reveal the Choose tag type sidebar.

  8. Select Custom HTML. Paste your embed into the text box provided.

  9. Assign triggers by selecting the Triggering card. We recommend firing the tag on All Pages (Page View), which allows the tag to fire early in the page load process.

  10. Name your tag, then select Save. Select Submit to commit the changes to your Workspace, then select Publish to apply the changes to your website.

Custom IDs

You can also use custom IDs to integrate G2 prospect data into your existing visitor tracking software, such as Google Analytics. Replace the highlighted region of each tag type with your custom ID (such as a Google Analytics ID or UTM ID).

add tag manager variable to custom id in tag

To add a Google Tag Manager variable to Track Your Prospects:

  1. Go to your Google Tag Manager container, then select Variables > New.
  2. In the sidebar of your Workspace, select Tags, then select the name of your Track Your Prospects tag to open the tag editor.
  3. Find the custom ID field of your preferred tag, which is denoted by quotation marks. If using the Javascript tag, the quotation marks follow the ID variable of the script (id = ‘ ‘). If using the Pixel tag, the quotation marks follow the query at the end of the URL (?e=’’).
  4. Type two open braces, {{ , between the quotation marks of your preferred tag. This action displays a list of all the variables in your Google Tag Manager container.
  5. Select the variable you want to fill into Track Your Prospects, then select Save.
  6. Test your tags to make sure they fire appropriately. The custom ID variable populates in the Custom ID column in my.G2, as well as in the downloadable CSV.

Example: Adding Google Analytics client IDs to Track Your Prospects events

You can populate the Custom ID field of Track Your Prospects events with Google Analytics data by creating custom JavaScript variables in Google Tag Manager.

my.G2 custom IDs

For example, the Google Analytics client ID is a string of numbers that can be used to identify the navigation actions of an individual visitor on your website. Adding this data to Track Your Prospects enables you to track how a buyer navigates across your website before, during, and after researching your product on G2.

google analytics user explorer

Before proceeding with these steps, ensure the Track Your Prospects tag is active in your Google Tag Manager container. For more information, refer to the Initializing the Track Your Prospects tag in Google Tag Manager section.

To add Google Analytics client IDs to Track Your Prospects events:

  1. Go to your Google Tag Manager container, then select Variables > New.
  2. Select the Variable Configuration card to reveal the Choose variable type sidebar.
  3. Select Custom JavaScript, then paste the following code into the textbox provided:
function(){
try{
    var tracker = ga.getAll()[0]
    return tracker.get('clientId');
} catch(e) {
  return false;
  }
}
  1. Name your variable with a descriptive name, such as Return Client ID, then select Save.
  2. Follow the instructions in the Custom IDs section to add your variable to the Custom ID field of the Track Your Prospects tag. After publishing your changes, new Track Your Prospects events will include Google Analytics client IDs.

To view buyer navigation data in Google Analytics:

  1. Go to my.G2, then Buyer Activity > Track Your Prospects.
  2. From the Track Your Prospects Analytics table, find an event you want to track in Google Analytics, then copy the string in the Custom ID field to your clipboard.
  3. Go to Google Analytics > User Explorer. Paste the Custom ID from step 2 into the search bar, then select the search icon.
  4. Select the corresponding ID from the search results to view the buyer’s navigation history across your website.

track-your-prospects-to-google-analytics

Analytics and data export

Once you have embedded a tracking tag on your desired webpage(s), the Track Your Prospects tool begins recording bidirectional traffic between your G2 profile and your webpage(s).

Choose one of the preset timeframes or set a custom timeframe to view the traffic that occurred during your timeframe of interest.

Use the graph to easily analyze trends in the traffic between G2 and your website.

track your prospects analytics

The table view offers more details about each data point represented in the graph, including the:

  • Industry and organization associated with your visitor
  • Country where the headquarters of their company is located
  • First action the visitor committed to trigger the tag
  • Next action the visitor committed to trigger the tag
  • Time between tag triggers

To export the Track Your Prospects data that occurred in the timeframe you selected:

  1. Select Download CSV. G2 begins generating your report. The time this takes varies based on the amount of traffic received and the timeframe you selected.
  2. When the report finishes generating, select the file link to begin your download. Your CSV contains all the information seen in the table view.

To parse out data where a visitor’s organization and industry could not be determined, sort your CSV by the Organization or Industry column and then remove the undesired “unknown” values.

Not all visits to G2.com are classified as Buyer Intent data. For example, writing a review does not provide a signal of a potential buyer and is excluded from Buyer Intent. Within activities tracked for Buyer Intent, if the IP address cannot be matched, G2 does not include the event in Buyer Intent data.


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