Network Intelligence from Truly Analytics

Truly Analytics introduces Network Intelligence: Understand the networks behind your website traffic ¶

Truly Analytics enhances data passed to Google Analytics with publicly available network information to provide your Google Analytics the ability to report on:

• which organisations visited your pages
• which pages they visited
• what pages and content AI labs are accessing
• a clear breakdown of your audience across data centres, VPNs, bots and residential connections.

Network Intelligence Directly in Google Analytics

A variety of reports available with Truly Analytics

What is Truly Analytics? ¶

Truly Analytics extends Google Analytics with functionality outside GA’s core focus as an advertising analytics platform. Truly Analytics helps recover traffic that would otherwise be blocked or missed, adds network intelligence to better identify and segment visitors and provides Event Hooks that forward captured activity directly to downstream systems such as your CRM.

All of this provides you with the analytics that you don’t get through advertising analytics such as:

• audience quantification via network controls and capturing non-advertising relevant traffic
• privacy and consent controls that don’t sacrifice analytics accuracy
• explicit GTM support via Event Hooks
• whole audience quantification
• account based marketing support identifying activity within an account

Truly Analytics includes a 3-day, free trial, no card or sales required. Included in your trial will be Network Intelligence providing you with the data your organisation is missing. Network Intelligence and Event Hooks are available on Truly Analytics managed service. You can find out more here and start your trial today here

How does Network Intelligence Work? ¶

The internet is not a single network. It is an enormous collection of interconnected public and private networks operated by internet service providers, telecommunications companies, cloud platforms, governments, universities, businesses and other organisations. Every device communicating over the internet uses an Internet Protocol address issued and owned from within these networks. These IP addresses allow traffic to be routed between networks and returned to the correct destination.

This underlying network structure contributes the data that determines what your audience composition actually is.

By examining the network associated with an IP address, Truly Analytics can provide additional context about where website traffic is coming from. This can include the internet service provider, mobile network, hosting company, cloud platform or organisation responsible for the address.

Network intelligence does not need to identify a particular person. Instead, it helps you understand the infrastructure through which your audience is connecting. This can reveal:

• traffic associated with target organisations
• engagement from government and public-sector networks
• visits from residential and mobile internet providers
• activity originating from cloud platforms and data centres
• VPN, proxy and anonymisation traffic
• automated, suspicious or potentially malicious activity
• changes in the types of networks making up your audience

It adds another layer of context to your analytics without pretending that every IP address represents a uniquely identifiable individual or attempting to break user’s privacy.

Identifying organisational traffic ¶

One of the most valuable applications of Truly Analytics’ Network Intelligence is identifying traffic associated with known organisations. Some businesses, government departments, universities and public bodies operate dedicated address ranges. Others use business internet services where the organisation’s name is publicly connected to the address. The larger and more established the business the more likely to have an associated network surfaced through Truly Analytics.

When traffic arrives directly from one of these networks, it can be a strong indication that someone within or connected to that organisation is interacting with your website especially when triggering interactive events such as file_downloads, form_sent and video_start. For B2B businesses, this can provide an additional signal that target accounts are researching products, services or content.

For example, network intelligence may reveal:

• repeated visits from a target enterprise
• increased activity from an existing customer
• multiple sessions from the same organisational network
• interest in pricing, implementation or technical documentation
• engagement from public-sector bodies
• visits from organisations participating in an active sales process

This information can contribute to account-level analytics without claiming to identify the exact employee responsible for each visit. It can also support sales and marketing teams by showing whether campaign activity is producing engagement from the organisations they intended to reach help Account Based Marketing teams prove their effectiveness.

From a single week one of our customers could find traffic from a number of proxy services, crawlers, Google bots and AI search:

Public-sector and third-sector intelligence ¶

Network intelligence is particularly useful when working with government, education, healthcare, charities and other public or third-sector organisations.

Many of these organisations have established networks, formally allocated address ranges and publicly documented infrastructure. Universities, local authorities, government departments and large public institutions may operate their own autonomous systems or dedicated network blocks.

This makes network-level attribution more practical than it is for organisations whose employees primarily work through consumer broadband, mobile connections or outsourced cloud security services. For suppliers targeting the public sector, network intelligence can help determine whether website engagement appears to be coming from relevant institutions.

AI & Bot Identification ¶

Rather than spend budget on a specialised SEO tool and separate dashboard for detecting AI collection, instead you can utilise Truly Analytic’s Network Intelligence to view the traffic directly from known AI Lab networks including what pages they’ve loaded in realtime.

Measuring genuine audience quality ¶

Outside of individual networks, many analytics platforms focus heavily on volume. They report the number of users, sessions, views and events but provide limited context about whether the traffic was commercially relevant.

Network intelligence builds in the metric of quality.

Instead of only asking how much traffic arrived, you can ask:

• How much came from target organisations?
• How much came from relevant countries and networks?
• How much appears to be residential or mobile human traffic?
• How much originated from hosting providers?
• How much used VPNs or proxies?
• How much appears to be automated?
• Are important organisations visiting repeatedly?
• Has the network composition of the audience changed?

This provides a more realistic view of website performance. Ten thousand visits are not automatically better than one thousand visits. The smaller audience may be considerably more valuable if it contains target accounts, existing customers and genuine buyers.

Known Customer Monitoring ¶

A single visit from an organisational network may be interesting, but a sustained pattern is more valuable. Truly Analytics can use network information to identify changes in account-level engagement over time.

Do you have a client from an organisation with a known network? Do you want to know if they’re visiting your cancellation pages? Network Intelligence can detect it. Combined with Event Hooks, Truly Analytics can update your systems directly.

These patterns can contribute to a wider picture of account intent giving your teams the maximum amount of visibility across all aspects of your accounts and delivered right into your CRMs in realtime.