Web Intent Tracking — Business Overview
Last updated: February 2026
Feature Owners
| Role | Owners |
|---|---|
| Product manager | Martina Tuco |
| IT project manager | Martin Davitkov |
| Lead developers | Aleksandar Arsovski, Igor Naumoski, Ivan Velinov |
| Stakeholders | Julie, Dragica, Kristijan Todorov |
Table of Contents
- What Is Web Intent Tracking?
- Why It Matters
- How It Works — The Big Picture
- The Tracking Widget
- Identifying Companies from Visits
- Sessions — Grouping Activity
- Qualification — Finding Good Fits
- Daily Automation — Turning Visits into Prospects
- What Users See
- Glossary
1. What Is Web Intent Tracking?
Web Intent Tracking monitors who visits a client's website and turns those visits into prospecting opportunities. When someone from a company browses the client's website, the system identifies the company, tracks their behaviour, and can automatically add prospects from that company into active campaigns.
In Simple Terms
"Web Intent Tracking is like having a digital receptionist for a company website — it notices who's visiting, figures out which company they work for, and lets the sales team know so they can follow up."
2. Why It Matters
| Without Web Intent Tracking | With Web Intent Tracking |
|---|---|
| Website visitors are anonymous — you don't know who's looking | Companies are identified from their IP addresses |
| Hot leads browse your site without anyone knowing | Real-time alerts when target companies visit |
| No way to connect website interest with outreach campaigns | Automatic prospect sourcing from visiting companies |
| Sales team relies only on inbound enquiries | Proactive outreach to companies showing buying intent |
3. How It Works — The Big Picture
The Core Idea
Website visitors demonstrate buying intent — if someone from a company is researching your product, they're more likely to be interested in hearing from you. Web Intent Tracking captures this intent and converts it into actionable prospecting.
4. The Tracking Widget
What Is It?
A small piece of code (called hq.js) is added to the client's website. When someone visits a page, the widget captures the visit and sends it to Sopro's servers.
What It Captures
| Data Point | Description |
|---|---|
| Page URL | Which page was visited |
| IP Address | Used to identify the visiting company |
| Timestamp | When the visit happened |
| Referrer | Where the visitor came from |
| User Agent | Browser and device information |
What It Doesn't Capture
- No personal data — it doesn't track individuals, only companies
- No cookies for individuals — company identification is IP-based
- No sensitive data — just page visits and basic browser info
5. Identifying Companies from Visits
When a page visit arrives, the system needs to identify which company the visitor belongs to. This is done by looking up the visitor's IP address against a database of known company IP ranges.
The Identification Process
How IP-to-Company Works
- Most companies have known IP address ranges
- Sopro uses a third-party service (Clearbit Reveal) to map IPs to companies
- The lookup returns company name, industry, size, and website
- Small companies or individuals working from home typically can't be identified
6. Sessions — Grouping Activity
Individual page views are grouped into sessions — a period of continuous browsing activity. This gives a clearer picture of what the visitor was interested in.
Session Rules
| Rule | Description |
|---|---|
| 4-hour window | Visits within 4 hours of each other belong to the same session |
| Gap = new session | If more than 4 hours pass between visits, a new session starts |
| Company-level | Sessions are per company, not per individual visitor |
Session Insights
Each session reveals:
| Insight | What It Tells You |
|---|---|
| Pages visited | What topics the company was researching |
| Visit duration | How engaged they were |
| Visit frequency | How often they come back |
| High-value pages | Whether they looked at pricing, contact, or product pages |
7. Qualification — Finding Good Fits
Not every website visitor is worth pursuing. The system qualifies visiting companies against campaign criteria to determine if they're a good fit.
How Qualification Works
Qualification Criteria
| Criterion | Examples |
|---|---|
| Industry | Technology, Financial Services, Healthcare |
| Company Size | 50-500 employees |
| Location | United Kingdom, United States |
| Revenue | $10M-$100M |
| Already Engaged | Not already in an active campaign |
8. Daily Automation — Turning Visits into Prospects
Every day, an automated process reviews the previous day's qualified visits and sources prospects from those companies.
The Daily Process
What Gets Sourced
For each qualified company, the system looks for:
- People with job titles matching the campaign's target (VP Marketing, CTO, etc.)
- People at the right seniority level (Director, VP, C-Suite)
- People in the right department (Marketing, Sales, IT)
These prospects are then added to the campaign audience and queued for outreach.
9. What Users See
Sodastream (Internal CRM)
| Feature | Description |
|---|---|
| Intent Dashboard | Live feed of companies visiting client websites |
| Session Details | Pages visited, duration, and frequency for each company |
| Qualified Companies | Companies matching campaign targeting criteria |
| Auto-Sourced Prospects | Prospects automatically added from visiting companies |
Data Admin
| Feature | Description |
|---|---|
| IP Match & Engage | Campaign-level setting to enable/disable web intent tracking |
| Visitor Reports | Aggregate data on website traffic and company identification |
10. Glossary
| Term | Definition |
|---|---|
| Web Intent | The buying interest demonstrated when someone from a company visits a client's website. |
| Tracking Widget | A small JavaScript file (hq.js) added to a client's website to capture page visits. |
| IP Lookup | The process of identifying a company from a visitor's IP address. |
| Session | A group of page views from the same company within a 4-hour window. |
| Qualification | Checking whether a visiting company matches a campaign's targeting criteria. |
| Daily Automation | A scheduled process that reviews qualified visits and sources prospects. |
| Sourcing | Finding specific people (decision-makers) at a qualified company. |
| Intent Signal | Evidence that a company is interested — typically measured by visit frequency and pages viewed. |
| Clearbit Reveal | The third-party service Sopro uses to identify companies from IP addresses. |
| IP Match & Engage | Sopro's broader feature combining web tracking with automatic campaign engagement. |
| hq.js | The JavaScript widget file that powers website visitor tracking. |