Anonymous Visitor Tracking

Pardot’s anonymous visitor tracking can perform various lookups to determine the company or organization of your visitors. The IP address of each visitor is recorded and a reverse DNS lookup is run to see if a meaningful host name is found. Although not all companies have host names that resolve, a significant percentage do, particularly Fortune 500, government or higher education organizations, whose host names can almost always be displayed.

Taking this one step further, Pardot will then check the WHOIS lookup for the IP address to see which organization owns it. This can give a marketer the full legal name of the corporation as well as a geographic location.

Pardot makes this report available in the user interface and also sends a daily digest email of all identified organizations visiting within the past 24 hours. This report can be useful by identifying interested prospects or audience segments for future sales and marketing efforts.