> ## Documentation Index
> Fetch the complete documentation index at: https://devtools.waterfall.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Evaluate campaign traffic

> Compare the companies you can identify across paid and organic acquisition channels.

**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](/v1/identify-visitors). Attach source labels in `custom_fields` so you can connect the result to your own analytics:

```json theme={null}
{
  "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](/v1/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](/v1/find-people) as a separate step. Those contacts are not identified as the actual visitors.