Website Events: React When Knock2 Identifies a Visitor

Website events tell your own website, in the visitor’s browser, when Knock2 has identified which company they’re from. Your ad pixels and tag manager can then act on it while the visitor is still on the page: count a conversion for visits from your ideal customers, build audiences, or personalize the page. A common use is giving ad platforms a conversion they can optimize toward. B2B form fills rarely reach the volume ad algorithms need, but visits from companies that fit your ICP do.

Website events never say who the visitor is. They carry the company, the visitor’s job function and seniority when Knock2 knows them, and the company’s ICP score. Never a name, email address, phone number or LinkedIn profile.

Turn on website events

Install the tracking script

Website events come from the Knock2 tracking script, so it needs to be on every page you want events from. See Install the tracking script.

Switch them on

In the Knock2 dashboard, go to Settings > Script > Website events and turn on Send website events. Only workspace admins can change this.

Choose how often

Every page view (recommended) sends an event on each page, and each event says whether it’s the first in the visit. Once per visit sends a single event per visit.

Set your fit score

Good fit above score decides when an event marks the company as a good fit (icp.is_fit). The default is 50. The score itself is always included, so you can also apply your own rule.

Changes take effect as visitors load new pages, usually within a few minutes. Nothing changes on your site while website events are off.

Listen for the event

The tracking script sends the same event three ways. Use whichever fits your setup.

<script>
  window.addEventListener("knock2:visitor_identified", function (e) {
    var visit = e.detail;
    console.log(visit.company.name, visit.icp.score);
  });
</script>

// The script pushes this to window.dataLayer:
{
  event: "knock2_visitor_identified",
  knock2: { /* the event, see below */ }
}

// Only available once the Knock2 script has loaded.
window.knock2.onVisitorIdentified(function (visit) {
  console.log(visit.company.name, visit.icp.score);
});

If your code might run before the Knock2 script loads, use the browser event or Google Tag Manager. The callback is called on every event, and right away with the latest event if one has already been sent.

What’s in the event

{
  "session_id": "V1StGXR8_Z5jdHi6B-myT",
  "first_in_session": true,
  "page": "/pricing",
  "company": {
    "name": "Acme",
    "domain": "acme.com",
    "industry": "Software",
    "employees_min": 51,
    "employees_max": 200,
    "country": "US",
    "linkedin_url": "https://www.linkedin.com/company/acme"
  },
  "persona": {
    "label": "Information Technology Manager",
    "job_function": "information_technology",
    "seniority": "manager"
  },
  "icp": { "score": 72, "is_fit": true, "fit_threshold": 50 },
  "is_existing_customer": false
}

string

The visit. The same on every page of one visit, so you can use it to count once per visit or as the event ID when you also send the conversion from your server.

boolean

True for the first scored event in this visit. Count events where this is true to count once per visit. An event sent before the company was scored doesn’t use it up.

string

The path of the page this event is for.

object

The company the visit came from: name, domain, industry, employee range, country and LinkedIn company page. Fields Knock2 doesn’t know are null.

object | null

Who in the company the visitor probably is, inferred for this visit. null when Knock2 only knows the company.

Show properties

string | null

Job function and seniority as one phrase, the way the Knock2 dashboard shows it: “Information Technology Manager”, “Engineering”, “Executive”.

string | null

For example engineering, sales, marketing, operations, information_technology, product, finance, human_resources or leadership.

string | null

For example executive, director or manager.

object

How well the company fits your ideal customer profile.

Show properties

integer | null

The company’s ICP score, 0 to 100, from your lead scoring setup in Knock2. null if the company hasn’t been scored yet.

boolean | null

True when score is above fit_threshold. null when there’s no score.

integer

Your Good fit above score setting. 50 unless you changed it.

boolean

True when the company is on your existing customers list in Knock2, so current customers browsing your site can be left out of acquisition metrics.

Timing

Knock2 identifies and scores the company after the visitor’s first page loads. Each page waits up to about 30 seconds for a score. If none arrives, the event is sent with score: null and the next page in the visit tries again. On single-page apps, a new event is sent when the visitor moves to a new page. No event is sent for a visitor whose company Knock2 couldn’t identify, for a visitor who has opted out (including Global Privacy Control), or on pages you’ve excluded in Settings > Script > Excluded pages.

Examples

LinkedIn Ads conversion for ICP visits

<script>
  window.addEventListener("knock2:visitor_identified", function (e) {
    var visit = e.detail;
    if (visit.first_in_session && visit.icp.is_fit && !visit.is_existing_customer) {
      window.lintrk && window.lintrk("track", { conversion_id: 1234567 });
    }
  });
</script>

Meta Pixel, deduplicated with the Conversions API

If you also send the same conversion from your server through Meta’s Conversions API, give both the same event ID so Meta counts it once.

<script>
  window.addEventListener("knock2:visitor_identified", function (e) {
    var visit = e.detail;
    if (visit.first_in_session && visit.icp.is_fit) {
      window.fbq && window.fbq("trackCustom", "ICPVisit",
        { company_size: visit.company.employees_max, job_function: visit.persona && visit.persona.job_function },
        { eventID: "knock2-" + visit.session_id }
      );
    }
  });
</script>

Use the same value as the event_id in your server-side event.

Filter on persona

var p = visit.persona;
var rightPersona = p && (p.job_function === "engineering" || p.seniority === "executive");
if (visit.icp.is_fit && rightPersona) {
  // send the conversion
}

Google Tag Manager

Create the variables

Add Data Layer Variables for knock2.icp.is_fit, knock2.first_in_session, knock2.is_existing_customer and, if you filter on persona, knock2.persona.job_function.

Create the trigger

Add a Custom Event trigger for the event name knock2_visitor_identified, firing on events where knock2.icp.is_fit equals true (and knock2.first_in_session equals true to count once per visit).

Attach your conversion tag

Use the trigger on your LinkedIn Insight Tag, Meta Pixel or Google Ads conversion tag.

Privacy

Any script running on your site can read website events, which is why they’re off until an admin switches them on and why they never include who the visitor is. Job function and seniority describe a role, not a person. Visitors who opt out of tracking, or whose browser sends a Global Privacy Control signal, never get events.

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Website Events: React When Knock2 Identifies a Visitor

Turn on website events

Listen for the event

What’s in the event

Timing

Examples

LinkedIn Ads conversion for ICP visits

Meta Pixel, deduplicated with the Conversions API

Filter on persona

Google Tag Manager

Privacy

​Turn on website events

​Listen for the event

​What’s in the event

​Timing

​Examples

​LinkedIn Ads conversion for ICP visits

​Meta Pixel, deduplicated with the Conversions API

​Filter on persona

​Google Tag Manager

​Privacy

Turn on website events

Listen for the event

What’s in the event

Timing

Examples

LinkedIn Ads conversion for ICP visits

Meta Pixel, deduplicated with the Conversions API

Filter on persona

Google Tag Manager

Privacy