Visitors and leads
Form submissions, visitor activity, attention heatmaps, and the raw event feed from your live site.
Visitors is where your published site reports back. It answers two questions in one place: who reached out (leads from your forms) and what people did (visits, scroll, clicks, form behaviour, page speed).
Iterant measures all of it first-party, from your own site as it serves it. There is no third-party tracker and nothing for you to install.
Prerequisites
- A published site. Nothing appears here before your first publish. See Publishing your site.
- Signals reaching Iterant. They're injected on published pages for you. See Tracking setup if the surface stays empty.
The five tabs
Open Visitors from the brand navigation. The page is split into:
| Tab | What it answers |
|---|---|
| Leads | Who filled in a form, and what they said. |
| Identified | Companies and, where enabled, people matched to anonymous visits. Off unless switched on for your workspace. |
| Activity | How the site performed overall: traffic, sources, top pages, AI activity, web vitals. |
| Heatmap | Which sections of a page hold attention, and where visitors drop off. |
| Events | What happened, in order, reconstructed into visitor journeys. |
Leads
Every accepted form submission on your live site lands here as a durable record. Iterant de-duplicates, so a double-click or a network retry produces one lead.
The table
| Column | What it holds |
|---|---|
| Lead | The most identifying value from the submission, usually a name or email. A second value sits underneath it. |
| Form | The form key the submission came from. |
| Page | The page the form was on. |
| Received | How long ago it arrived. |
| Delivery | Webhook delivery state, if you've configured one. |
| Status | New, Read, Spam, or Archived. |
Click any row to expand it. The detail view lists every field the visitor filled in, labelled from the field names on your form, plus the receive time. Iterant strips out the internal fields its runtime adds.
If the submission carried a session, the detail row offers View this visitor's journey, which jumps to the Events tab filtered to that one visit, so you can see what they read before they wrote to you.
Statuses
Leads start as New. Change the status from the dropdown on the row, and the tab row above the table filters by it.
| Status | Use it for |
|---|---|
| New | Untouched. The default on arrival. |
| Read | You've seen it. |
| Spam | Junk. Kept out of your real lead counts. |
| Archived | Handled and out of the way. |
Test submissions
A submission that came through a preview or draft serving path is badged Test. Iterant stores test leads so you can confirm a form works end to end, but they fire no notifications: no email, no webhook.
Getting told about a lead
When a live lead arrives, Iterant emails the members of your organization who have been added to the brand's workspace. The dashboard also updates in real time if you have it open.
Workspace membership is currently only recorded for the first person in an organization, so colleagues who joined later may not receive these emails. Use the lead webhook below if you need delivery you can rely on today.
Delivering leads onward
Under Settings → Tracking → Lead Webhook you can POST every new lead to your CRM or automation stack:
- Enter an Endpoint URL. It must be
https. - Turn on Deliver leads.
- Copy the Signing secret into your receiver.
Iterant signs each request. Verify the X-Iterant-Signature header (HMAC-SHA256 of the raw body) against the secret. Rotating the secret invalidates the old one immediately.
Delivery state shows per lead in the Delivery column: Sending, Delivered, or Failed (hover a failure for the error). Iterant retries transient failures with backoff. If deliveries keep failing, a warning appears on the webhook card with the consecutive-failure count.
Activity
The Activity tab is the site-performance view: overview numbers, where traffic came from, top pages, AI assistant and crawler activity, and web vitals. Switch the window between 24h and 7d.
Traffic counts here come from the server side of the request, so ad blockers don't lose them. Behavioural measurements come from the browser and are lossy by nature. See Tracking setup.
Heatmap
Pick a page from the dropdown and a window (24h or 7d). Iterant renders your real deployed page and tints each section by the attention it held.
- Left edge: the percentage of visitors who scrolled far enough to reach that section. The taper down the page is the drop-off.
- Tint: darker or hotter means more attention. Where dwell time is available, Iterant measures time on section, otherwise visitors who reached it.
- Still collecting: a hatched or muted section hasn't been seen by enough visitors to read yet. A banner tells you how many visitors you have so far and the threshold where the heat firms up.
Toggle between Page (the live page, tinted) and List (a section-by-section silhouette). The list view is also the fallback when the live page doesn't respond in time or the page isn't deployed.
Section badges carry the specifics: how many visitors reached it, clicks, average dwell, clicks went nowhere (dead clicks, a strong sign something looks interactive but isn't), and leads captured. Sections Terra edited are badged with when it touched them, so you can line a change up against its effect.
Events
The rawest view: the newest events from your site, capped at 100, newest first, over 24h or 7d.
Iterant folds events that share a session into one card, a visitor's journey read top to bottom, with the pages they moved through, engaged time, and a Lead badge if the visit produced one. Events with no session (server-side visit records, AI crawler hits) appear as single rows.
The event vocabulary:
| Event | Meaning |
|---|---|
| Visit | A page request, counted server-side. |
| Page view | A page load, from the browser. |
| Page left | The load ended; carries engaged time. |
| Section seen / Time on section | A section entered the viewport, and how long it held. |
| Link click | A visitor clicked a link; carries the destination host or link type. |
| Click went nowhere | A click on something that isn't interactive. |
| Repeated clicks | Rapid repeated clicking on the same spot, a frustration signal. |
| Form started / Form submitted / Lead captured / Form abandoned | The form funnel, in order. |
| Conversion event | A custom data-iterant-event fired. |
| Page speed | A web-vitals sample (LCP, CLS, INP). |
| AI crawler | A hit from an AI crawler; carries which one. |
| Page error | A JavaScript error on the page. |
| Not found (404) | A request for a page that doesn't exist. |
A row badged ×N is a sampled row: at high volume Iterant samples the event stream, and that row stands for approximately N events. Lead counts are not sampled. They come from the durable records behind the Leads tab.
What Iterant collects
From a form submission, Iterant stores what the visitor typed, which form and page it came from, when it arrived, and the session it belonged to.
From general browsing, the first-party runtime measures behaviour:
- A session id held in
sessionStorageonly. No cookie, nolocalStorage, no persistent identifier. It rotates after 30 minutes of inactivity and does not survive the tab closing. - Coarse context the request already carries: country, device class, referrer class.
- Behavioural measurements: pages, sections seen, scroll depth, clicks, form interactions, page-speed samples, JavaScript errors.
Iterant does not build a cross-site profile and does not follow visitors between brands. It counts repeat visits within a day using an identifier derived from a daily-rotating key, so that identifier cannot join a visitor across days.
Lead payloads are whatever your forms ask for, which usually means personal data. Anyone with access to the brand also has access to those leads, and Iterant emails them to workspace members. Ask forms only for the fields you need.
If visitor identification is switched on for your workspace, the Identified tab also matches anonymous visits to companies and, where separately enabled, to people. Both are off by default.
Troubleshooting
Next
Conversions: turn these raw signals into a definition of what counts as a win.
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