Website visitor tracking down to the company

Tuesday, 9:30. An account executive has a call at ten with a prospect that went quiet three weeks ago. What she does not know: someone at that company looked at the pricing page twice last night, then read the page about the accounting integration. That information exists. It just sits in an analytics tool that marketing opens once a month, as a sitewide total, with no idea which company was behind a visit.

So she opens the call with the pitch from three weeks ago. Marketing sees a chart where the pricing page does well, without knowing that half the traffic came from one prospect. Customer success has the opposite problem. An existing customer reads the cancellation page three times, and nobody notices until the cancellation arrives.

That is not a people problem. It is a data problem. Site visits live in one system and your accounts live in another. Raw page views say little. Page views tied to an organization that is already in your pipeline say a lot.

That is why website tracking lives inside Lumo. Lumo is a RevOps CRM with marketing, sales and customer success and support under one roof, built to be used by people and by AI agents. Tracking is simply part of it. One script tag on your site sends page views and custom events to Lumo. Lumo works out which company was looking and links that to the organization in your CRM. When a visitor identifies, for example by signing up, the visit is also recorded on the contact.

All of this without cookies. The script does not set or read any. A visitor id is only stored in the browser after the visitor gives consent. Until then a visit is counted at company level only. Lumo never stores the raw IP address, only a salted hash. Further down this page we explain exactly how that works and what it means for your cookie banner.

What you do with the visits is up to you. Feed them into lead scoring, let Lumo turn hot visitors into leads, or just take a quick look before you pick up the phone.

Say a company selling warehouse software has five account executives and two marketers. Call it Shelfwise. This is a made up example to show how it works, not a customer story.

On Monday one of the marketers turns on the Website feature, adds the domain on the Set up tab and drops the script into the tag manager. The cookie banner calls lumo('consent') when someone accepts. Under Events she creates two custom events: "pricing calculator used", which the site sends itself, and "integrations page", which Lumo derives from the path /integrations. After a webinar signup the site calls lumo('identify', { email }).

In Lead scoring she starts from the basic set, which covers page views and return visits, and adds five points for the pricing calculator. Under Create leads she picks Hot only.

On Wednesday the Companies tab shows a food distributor with eleven pages viewed and the status Recognized domain, not in the CRM yet. Nobody at Shelfwise has heard of them. She creates the organization and enriches it with industry and headcount through Apollo.

On Thursday a visitor returns from a company that is already an organization in the CRM, with no open deal. He accepts the banner, signs up for the webinar, then uses the pricing calculator and reads the integrations page. His score jumps right away, he turns hot, and Lumo creates a "Website visit" lead. An account executive spots it in the lead list, opens the contact and sees which pages he read. She calls that afternoon and starts with the integration question he clearly had, not with a generic pitch.

A third visitor ignores the banner. That visit counts only for his company, with no visitor id. That is fine too. The company is in the list, the person stays anonymous.

Everything you see on screen above, an AI agent can also read through the Lumo MCP server or the REST API. The tools sit under the marketing:read and marketing:write scopes.

For reading there is get_website_stats for the headline numbers, list_visiting_companies for visiting companies and list_web_events for individual visits and events. list_tracking_sites returns the websites, and list_tracking_events, create_tracking_event and delete_tracking_event manage custom events.

Managing the websites themselves is locked down. create_tracking_site, update_tracking_site, rotate_tracking_site_key and delete_tracking_site only work with a key that has the workspace:admin scope. Every tool is also available as POST /api/v1/tools/<name>.

A typical agent job: every morning, fetch yesterday's visiting companies, match them against open deals and post a short list per account executive of who came back for another look. The agent works in the same data as your team. Keys, permissions and the server instructions are covered on headless CRM and AI agents. Turn the Website feature off and these tools disappear for the agent too.

Tracking does not stand alone. A page view, a return visit and a custom event are all sources for lead scoring. That is where you decide what something is worth and when someone turns warm or hot.

When a visitor turns hot, Lumo can create a "Website visit" lead, which you work in lead management like any other lead. A form on your site built with web forms is often what turns an anonymous visitor into a known contact.

Campaigns also draw members from website visits. If a landing page is linked to a campaign, or a visit's utm_campaign is a key on a campaign, the visitor becomes a member. That is how marketing campaigns and attribution shows which campaign touched which leads and deals.

In a Cadence the Website visit signal can start or stop steps, as described on calling campaigns and cadences. And for marketers who want the whole picture, there is Lumo for marketing.