Evaluate campaign traffic

Starting point: website or API-docs visits, a trusted visitor IPv4 address, and the campaign information your analytics already collects. Outcome: company context you can join to campaign and conversion data to evaluate traffic quality.

1. Keep the campaign context

Send the IP to Identify visiting companies. Attach source labels in custom_fields so you can connect the result to your own analytics:

{
  "ip": "203.0.113.42",
  "custom_fields": {
    "session_id": "session_1042",
    "page_path": "/docs/quickstart",
    "utm_source": "google",
    "utm_medium": "cpc",
    "utm_campaign": "api-observability"
  }
}

The example IP is reserved for documentation. Replace it with your visitor IP. Campaign fields are metadata supplied by your integration; Waterfall does not collect attribution or ad spend.

2. Assess matched companies

Inspect output.company, output.type, and output.confidence_score. Choose the confidence level your workflow needs. If you need more account context, call Enrich accounts with the matched domain. If there’s no company match, treat the company as unknown. The visit may still be valuable.

3. Compare channels using your own data

Join the result to your analytics and campaign spend. For each channel, you might review:

Measure	Why it helps
Company-match rate	Shows how much traffic you can evaluate, and where coverage differs.
Target-account share among matched companies	Helps compare fit within the identifiable traffic.
Signup and activation rates	Shows whether the visits turn into product use.
Spend per qualified account	Shows what you spend to bring in a qualified account.

Deduplicate repeat company visits using your reporting rules. Match rates vary across networks and regions, so compare coverage as well as fit. The companies you identify may not represent all your traffic.

4. Review spend and targeting

Use these findings to investigate campaigns that bring many visits but few relevant accounts. They can help you reduce wasted spend or refine targeting. Company Reveal does not automatically change campaigns or guarantee lower acquisition costs. For a relevant company, find matching contacts as a separate step. Those contacts are not identified as the actual visitors.

Start here

Use cases

Signups & accounts

Find your buying team

Visitors & existing users

Monitoring

Integration essentials

1. Keep the campaign context

2. Assess matched companies

3. Compare channels using your own data

4. Review spend and targeting

​1. Keep the campaign context

​2. Assess matched companies

​3. Compare channels using your own data

​4. Review spend and targeting

1. Keep the campaign context

2. Assess matched companies

3. Compare channels using your own data

4. Review spend and targeting