Tools

PostHog

We use PostHog to track traffic and behaviour on the ESProfiler website. It is the source of truth for how people find and move through the site, separate from the PostHog project used for product usage on the platform.

Use PostHog to understand:

• Website traffic: how many people visit the site, which pages they land on, and where that traffic comes from.
• User journeys: the paths visitors take through the site, which pages they view next, and where they drop off.

Typical questions PostHog should help answer include whether a campaign is driving visits, which content pages hold attention, and whether visitors reach key conversion pages such as contact or product pages.

If you need access, ask in the marketing team Slack channel.

Internal Users

PostHog has a mechanism for tracking usage of our website and platform by internal users, and then filtering this data out so as to not pollute the data showing user behaviours. You can define criteria on what an internal user looks like in the "Filter out internal and test users" options as part of the PostHog project settings.

The criteria on product, or Capability Exchange is straight forward as there is an authentication mechanism that can be used to identify internal users. For the website, this is much trickier, as everything is anonymous and there is no authentication mechanism. As such, we create a PostHog "Cohort" called "ESProfiler Employees", which allows for more flexible filtering criteria.

Manual Tagging

On any "Person" within PostHog, if we know that profile belongs to an ESProfiler Employee, then you can select that person, then on their "Properties" tab selected "New property". From here define:

Key; ESProfiler Employee
Type of Property: Boolean or Null
Value: True

Smarter tagging

Given that new sessions can occur across multiple devices, or even the same device, it means the same employee may be classified as a different "Person" each time. An alternative way is to utilise the geographical data, device type, etc. to classify the same employee as the same "Person".

This can be done by adding a "Criteria Group" to the "ESProfiler Employees" Cohort. Define the values you expect correspond to an ESProfiler Employee and "Save" the Cohort. Any Persons matching that criteria will no longer show in hte analytics for the website.

Snitcher

We use Snitcher to identify companies visiting the ESProfiler website. Where PostHog tells us how anonymous visitors behave on the site, Snitcher helps us see which organisations those visits are coming from.

Snitcher is useful for spotting companies that match our Ideal Customer Profile (ICP) and for following up when a relevant organisation starts engaging with the site.

Slack alerts

When an ICP company visits the website for the first time, Snitcher posts an alert to the #snitcher-new-lead Slack channel. Use that channel as the starting point for first-time ICP visitors; it is not a feed of every repeat visit.