Understanding Your Reports

Where to Find Your Reports

After you install the DigitalPilot tag on your website, reports are available in your dashboard. Use the left-hand menu to switch between your main Accounts view and dedicated reports: Channel Report, UTM Report, and Target Account Report. You can also access Lead Center to see captured leads.

Dashboard & Accounts View

Your main dashboard shows:

• Total Accounts — The number of businesses (companies) identified on your website.
• High-Intent Accounts — Businesses that showed high-intent behavior (e.g. deeper engagement, key pages).
• Accounts list — A table of identified companies with details such as company name, visits, and engagement. You can filter by channel (e.g. organic, paid, direct) and by date range.

Click a metric card to filter the list (e.g. show only high-intent accounts). Use the date range and channel filters to narrow results.

Channel Report

The Channel Report breaks down your visitor data by traffic channel (e.g. Organic Search, Paid, Direct, Referral). Use it to see which channels bring the most accounts and sessions. Metrics include total unique visitors, total sessions, high-intent sessions, and total accounts per channel. Apply date range filters to compare performance over time.

UTM Report

The UTM Report shows performance by UTM parameters (source, medium, campaign, etc.). If you tag your links with UTM parameters (e.g. from email or ads), this report shows which campaigns and sources drive account visits and engagement. Use it to attribute website traffic to specific marketing efforts.

Target Account Report

The Target Account Report shows how your target account lists are performing. If you’ve created lists of priority accounts (e.g. named accounts for ABM), this report shows how many of those accounts visited your site, how many sessions they had, and high-intent activity. Use it to measure ABM reach and engagement.

Lead Center

The Lead Center lists leads captured from your website and campaigns (e.g. form submissions, captured emails). It’s separate from the account-identification reports but complements them—you can see both identified companies and captured leads in one place.

Date Ranges & Filters

Most reports support date range filters (e.g. Last 7 days, Last 30 days, Custom range). Use these to compare periods or focus on recent activity. The dashboard and Channel Report also support a channel filter so you can focus on a specific traffic source. All report data reflects the timezone you set when creating your tag.