Identifying Viewers

Viewer identification is how Arcade attributes a demo view to a known person or company, rather than an anonymous session. Knowing who watched — and which steps they engaged with — lets you follow up, score interest, and connect demo activity to your pipeline.

Arcade offers four ways to identify viewers. Teams can use multiple together: one to name the person (a tracking link, a form, or a custom link) and Audience Reveal to fill in the company automatically.

Identify viewers with a tracking link

A tracking link is an Arcade share or embed URL that carries the viewer's identity. When the link tells Arcade who is watching, every view and engagement event in that session is attributed to that person — no form fill required. This is the most direct method when you already know who you're sending to, such as a sales email, a CRM sequence, or a demo embedded in your own app.

You can pass identity in two ways: statically in the URL, or dynamically with a message from the host page.

Identity parameters. Pass at least an email or a user_id. The rest are optional.

Parameter	Description
email	The viewer's email address.
user_id	Your own unique ID for the viewer.
account_id	The viewer's account or organization ID.
company_name	The viewer's company (also used to look up the company logo).

If neither email nor user_id is present, the view stays anonymous.

Static — add the identity to the URL. Use this when you can template the link per recipient, such as a mail merge or a CRM sequence that inserts the recipient's email. URL-encode any values that contain spaces (Acme Corp becomes Acme+Corp).

<iframe src="https://demo.arcade.software/YOUR_FLOW_ID?embed&email=[e-mail]&company_name=Acme+Corporation&account_id=acme-corp" />

The simplest valid version passes only an email:

<iframe src="https://demo.arcade.software/YOUR_FLOW_ID?embed&email=[e-mail]" />

Dynamic — send set-identity from the host page. Use this when your page only knows the viewer's identity at runtime, such as a logged-in application or a gated portal. Send the message as soon as the iframe mounts so early events are attributed:

const iframe = document.getElementById('arcade-iframe')

iframe.contentWindow.postMessage({
  event: 'set-identity',
  identity: {
    email: '[e-mail]',          // or userId
    accountId: 'acme-corp',           // optional
    companyName: 'Acme Corporation'   // optional
  }
}, '*')

Identified viewers appear in your demo's insights and can be read back through the Identified Views API. See Tracking links and identified viewers for the full developer reference.

Capture viewers with a form

A form collects a viewer's details inside the demo itself. This is the method to use for inbound or unknown traffic — for example, a demo on a public web page — because the viewer supplies their own identity.

To add one:

1. Open your Arcade in the editor.

2. Add a Form step from the toolbar.

3. Add an Email field. Use the Email field type — a plain text field will not register the submission as a lead.

4. Optionally mark the field required, restrict it to corporate email addresses, or block disposable addresses. You can add name, company, or custom fields as well.

Submissions appear in the Form Submissions tab of the demo's insights and in your team's Leads tab, each with an email-quality indicator. If you've connected HubSpot or Salesforce, submissions sync to your CRM automatically, and you can be notified by email on each new lead.

Identify viewers with custom links

A custom link is a named share link you create for a specific recipient or company. Views on each link are tracked separately, so you can attribute engagement to a particular account even when you send the same demo to many.

To create one:

1. Open the Share panel.

2. Under Sharing externally, select New link.

3. Name the link, then set any options: language, password, expiration, or require email to view.

4. Select Create.

When you turn on require email to view, the viewer verifies their own email before watching. This produces an authenticated view — the most reliable form of identity, because it's confirmed by the viewer rather than asserted by the sender. Without it, a custom link attributes the view to the account but doesn't capture the individual; combine it with the identity parameters above to name the person.

Each custom link's engagement — views, plays, completion, CTA clicks, and authenticated viewers — appears in the demo's insights.

Reveal companies with Audience Reveal

Audience Reveal identifies the company behind an otherwise anonymous view by resolving the viewer's IP address. It needs no per-recipient setup, which makes it the easiest way to see which organizations are engaging at scale.

Once enabled, companies appear in the Audience Reveal tab of your insights, with details such as industry, size, and location, plus the demos they viewed and optional daily digests.

Audience Reveal identifies companies, not individuals, and depends on IP resolution — so viewers on home networks, VPNs, or mobile connections may not be matched. For person-level identity, pair it with a tracking link, a form, or a custom link.

Compare the methods

Method	Identifies	Best when
Tracking link	The person, plus company and account	You already know who you're sending to, or you're embedding in your own app
Form	The person who submits	Traffic is inbound or unknown
Custom link	The account, or the verified person	You send one demo to many named accounts
Audience Reveal	The company	You want company-level signal with no setup

Related articles

• Tracking links and identified viewers

• Custom links

• Leads

• Insights and analytics

Some features described here depend on your Arcade plan.