Visitor Context

Most people who visit your website leave without filling out a form. Visitor Context identifies anonymous visitors, then can add Faraday's context to each one: attributes from the Faraday Identity Graph, and how likely they are to buy, from your own predictions. Each identified visitor becomes a known contact you can use like any other.

Visitor Context works on websites, not mobile apps. In the dashboard and the API, it uses the Faraday Pixel dataset type. For a product overview, see the Visitor Context page.

How it works

1. You add one tag to your site. You create a Faraday Pixel dataset, and its Definition tab shows a tag to add through your tag manager. There are no databases, API keys, or credentials to connect.
2. An identity partner identifies visitors. Faraday works with a third-party identity partner that tries to match each visitor to a known person through a consented identity network. When it does, it sends the emails, phone numbers, and addresses it knows for that person. Visitors it can't match stay anonymous and are never added to your dataset.
3. Faraday adds context. Identified visitors land in your Faraday Pixel dataset, and Faraday looks up their contact details in the Faraday Identity Graph. Visitors found there can get its 1,400+ attributes. Visitors who aren't found stay in your dataset without those attributes, like any other contact Faraday can't match, and your outcomes and persona sets can still use your own data about them.
4. You reach the visitors worth reaching. Build a cohort of visitors, score them in a pipeline, and deploy them to your mail vendor, CRM, or ad platform.

What you get for each visitor

For each identified visitor:

• Contact details, where available: name, mailing address, email, and up to three phone numbers. Faraday fills in missing addresses where it can.
• An identification event: a resolved_identity event, with the time the visitor was identified and the site_id of your site.
• Faraday's context: you can enrich visitor records with any Faraday Identity Graph attribute, or with the scores and personas from your own predictive models. This is billed separately from Visitor Context.

The pixel does not collect form entries, passwords, payment details, or health information. Page URLs, time on site, and custom events such as add-to-cart aren't available yet.

How fresh the data is

Visitor Context currently works in batches, not in real time. This means Faraday checks for new visitors every hour, and your Faraday Pixel dataset refreshes once a day by default, so new visitors usually show up within a day. That's quick enough for mail, email, and ad follow-up.

How many visitors are identified

It depends on your site and your traffic. Browsers, ad blockers, and consent choices all limit how many visitors any tool can identify. When you create the dataset, check Enrich this dataset with additional identity data where possible if your plan includes it. Enrichment usually identifies more visitors.

Getting access

Visitor Context has to be turned on for your account. Until it is, the Faraday Pixel dataset type is disabled in the dashboard, and the API rejects requests to create one with a 403. To get access, contact your account team or talk to sales.

Set up Visitor Context

1. In the dashboard, go to Datasets, then New dataset, then Faraday Pixel.
2. Leave Automatically configure standard events and cohorts for me checked. Faraday adds a website_event event stream and a visitors cohort, described below.
3. Create the dataset, then copy the tag from its Definition tab.
4. Add the tag to your site, behind your consent banner. See how to install the Faraday Pixel for Google Tag Manager steps, consent, and Content Security Policy settings.
5. Test it in staging first. Faraday will then confirm that events are arriving before you move the tag to production.

Each Faraday Pixel dataset has its own site_id, which the tag carries, so create one dataset for each website. For how pixel datasets differ from other datasets, see Faraday Pixel datasets.

Build a website visitors cohort

If you left automatic configuration on, Faraday has already created a cohort named "[pixel] dataset name visitors". It includes everyone the pixel has identified on that dataset's site. You can use it as it is, or create your own cohorts on the website_event stream:

• Recent visitors: set recency on the event, for example to people identified in the last 7 days.
• Visitors to one site: filter on the site_id property. The automatic cohort already does this.

In the API, a cohort of people identified on one site in the last 7 days looks like this:

{
  "name": "Recent website visitors",
  "stream_name": "website_event",
  "stream_conditions": [{ "property": "site_id", "_eq": "YOUR_SITE_ID" }],
  "recency": { "occurrence": "last", "max_days": 7 }
}

Send it with create cohort. Your site_id is in the dataset's options.site_id.

Cohorts by the page someone visited aren't possible yet, because events don't include page URLs.

Score visitors and send them to your tools

Visitors are available to use like any other contacts. To score them and send them somewhere, create a pipeline:

1. Population to include: your visitors cohort.
2. Population to exclude: your customers cohort, and any do-not-contact lists, so you only reach people who haven't bought yet.
3. Payload: the predictions that say who's worth reaching. Usually this is an existing outcome, such as likelihood to become a customer, plus any persona set or attributes your campaign needs.
4. Deployment: where to send them, such as your mail vendor, CRM, or ad platform. See deployments.

For example:

• Follow up first with likely buyers. Mail or email the visitors with the highest outcome scores.
• Retarget with context. Send scored visitors to an ad platform, with a persona to tailor the message.
• Suppress visitors from ads. Send visitors who already bought to your ad platform as an exclusion list.
• Measure it. Hold out some visitors and compare who bought.

The pipeline updates whenever the dataset gets new visitors, so with steady traffic it updates once a day along with the dataset. It also updates when you change its settings, or the settings of anything it depends on, in a way that changes its output.

Privacy and consent

• Your consent tools decide when the tag fires. Put the tag behind the consent category that covers marketing, and honor opt-outs and Global Privacy Control. Faraday also applies suppressions before anything is delivered.
• Only matched visitors are delivered. Anyone who can't be identified stays anonymous.
• Your visitor data stays in your account. It isn't added to Faraday's general data or used for other clients. It's encrypted, and deleted at the end of your contract or when you ask.
• Keep the tag off sensitive pages. Don't add it to logged-in portals or to pages that collect health information. If you're a HIPAA covered entity, see HIPAA data.

Visitor Context is subject to the Faraday Pixel terms.