How Does the Vector Pixel Work?

The Vector pixel helps Vector understand activity happening on your website.

Once installed, it provides the website activity used by Vector's Website Intelligence capabilities, including contact- and account-level identification and information about the pages visitors engage with.

This article explains what the pixel observes, how website visitors may be matched, and what can affect identification.

What the Pixel Observes

When someone visits your website, the Vector pixel can capture information about the website session and activity that occurs during that visit.

This can include information such as:

• Pages visited

• Visit timing

• Traffic and campaign information available in the URL

• Technical information available from the website session

Vector can then use website activity alongside its identity and enrichment systems to determine whether the visitor can be associated with a known contact or company.

In the new Vector experience, these capabilities are grouped under Website Intelligence, which includes both contact-level and account-level website identification.

How Identity Matching Works

Not every website visitor can be identified.

When Vector receives eligible website activity, it can use the information available from that session alongside its identity data to determine whether there is a confident match.

If there is enough information to make a match, Vector may associate the activity with a known contact or account.

If there isn't enough information, the visit may remain unidentified.

This means:

Website visit → eligible session data → identity matching → contact or account match, when available

Identification is probabilistic and coverage will vary. You should not expect Vector to identify every person who visits your website.

Known-Contact Identification

When you already know who someone is, passing that information directly to Vector can improve confidence in subsequent identification.

Vector supports a pixel identify method that can be used to associate known contact information with website activity.

For example, this can be useful after an authenticated experience or another point where your application already knows the visitor's identity.

Form Submissions

Form submissions can also provide known-contact information when a visitor chooses to identify themselves.

Where supported and configured, information collected through a form can help Vector associate subsequent website activity with that known contact.

For example, a form may provide fields such as:

• Email address

• First name

• Last name

Once a visitor has supplied known information, Vector can use that identity context to improve confidence when associating eligible activity with the contact.

Expected Limitations

Website identification is not the same as a complete record of every website visitor.

Several factors can affect whether activity is collected or a visitor can be matched.

These can include:

• Whether the Vector pixel loaded successfully

• Browser and device privacy settings

• Cookie or tracking consent

• Global Privacy Control (GPC) or other applicable privacy preferences

• Network or browser restrictions

• Whether enough identity information is available for a confident match

• Visitor geography

• How your website or consent-management platform is configured

Because of these variables, unidentified traffic is expected.

A contact- or account-level match should be treated as Vector's identification of eligible website activity, not as proof that every visit can always be tied to a person.

Privacy, Consent, and GPC

Your Vector pixel implementation should operate alongside your organization's consent and privacy controls.

Depending on your jurisdiction and implementation, this may include honoring:

• Cookie or tracking consent choices

• Consent-management platform settings

• Global Privacy Control (GPC)

• Other applicable privacy preferences or regulatory requirements

The pixel should be categorized and configured appropriately within your consent-management setup based on your organization's legal and privacy requirements.

For questions about Vector-specific privacy behavior, contact the Vector team before making assumptions about how a particular consent or GPC configuration is handled.

How Website Intelligence Uses This Data

Website activity is one source of evidence available to Vector.

Website Intelligence can support:

• Contact-level identification – identifying a person when sufficient information is available

• Account-level identification – identifying the company associated with eligible website activity

• Page engagement – understanding which pages were visited

For accounts you're tracking, website activity can also contribute to the broader signals Vector evaluates when understanding account activity and buying stage.

Learn more about Account Journeys →

Troubleshooting

I'm not seeing website activity

First, confirm that the Vector pixel is installed and loading on the expected pages.

Review pixel installation instructions →

Also check whether your consent-management or privacy configuration is preventing the pixel from loading.

I see website traffic, but fewer identified contacts

That's expected.

Vector cannot identify every visitor. Identification depends on the information available during the visit and whether Vector has enough evidence to make a match.

A contact match looks unexpected

Avoid assuming the contact "didn't actually visit."

First, review the website activity and identity information available for that match. If something looks incorrect, contact Vector Support so the underlying event and identification can be investigated.

I know who the visitor is but Vector isn't identifying them

If your application already knows the visitor's identity, consider using Vector's identify functionality to pass known contact information directly.

Learn more about the Pixel API →

My consent or GPC setup is complex

Confirm how and when the Vector pixel loads through your consent-management platform, and work with your privacy team to ensure the implementation matches your organisation's requirements.

For Vector-specific implementation questions, contact support@vector.co.

Quick Recap

The Vector pixel observes eligible website activity and provides that data to Website Intelligence.

Vector can then use the available information to:

• Understand page engagement

• Identify contacts when a confident match is available

• Identify accounts when available

• Use known-contact information to strengthen identity confidence

• Contribute website activity to broader account-level signals

Not every website visitor will be identified, and privacy, consent, browser, and identity-data limitations can all affect coverage.