Identity resolution vs. web analytics

What web analytics does well

A dedicated analytics tool is built for measurement. It can track conversions through multiple steps, compare time periods, break down devices and campaigns, and hold years of history. If you want to know whether a new page layout increased order starts, that is the tool to use.

Many of these tools also restrict personal information by design, and may prohibit you from sending it to them. Check the rules of your own analytics tool before connecting anything.

What identity resolution adds

Analytics can say that many visitors from a campaign read your deals page. It generally cannot say who any of them were. Identity resolution adds a possible answer by connecting visits with provider data. For a sales team, seeing that a named company visited is often more actionable than any aggregate chart.

What it does not add

Leafprint's reporting does not try to match the depth of a full analytics platform, and we do not suggest cancelling yours. It is also not a source of truth for overall visit counts. Different tools count things differently, so expect small gaps and do not spend a week trying to reconcile them.

How to use both

Use analytics to find a pattern, then use identification to understand it. Suppose analytics shows one campaign brings lots of traffic but few order starts. Visitor Data may show that those visits come from far outside your service area, which would explain it. Then you fix the targeting and go back to analytics to measure whether it worked.

This works the other way too. A sales rep might notice an account returning repeatedly in Company ID. Analytics can show you how that content performs overall, which helps you decide whether to create more like it.

Privacy differences

Identity resolution raises the stakes on privacy, because it connects behavior to people. Your privacy policy should cover both tools and be specific about matching. Access should be tighter too. Far more people in your business need to see a traffic chart than need to see an individual's profile, so set permissions to reflect that.

Reporting to leadership

Keep the two sources clearly labeled when you report upward. Use analytics for overall volume and conversion figures, since that is the system built for them. Use identification data for examples and account-level detail, and describe it as matched data so nobody reads a profile as a verified fact. That one habit prevents a lot of confusion later.

Where to go from here

If you do not have analytics in place, set that up first. It is the foundation for measuring everything else. Then look at the Leafprint Traffic area and read what identity resolution means for dispensaries.