1) Cookie shared by two users
ActiveDEMAND tracks prospects in many ways. One way is using cookies. If someone loads a page, the tracking script stores a cookie on the visitor's computer via the browser. The base case today is that people do not share computers without logging out of the browser. More people are concerned about someone accessing their personal device than they are about having a cookie stored in their browser. Thus the tracking is quite good. Where it falls down is if someone shares their computer with someone else. Or if one person is filling out forms for multiple people. ActiveDEMAND will only allow one contact to own the session (sessions are not shared). Thus if someone fills out the same form for two different contacts, only one of the two contacts will 'own the session', the other will show a form submit with no web session.
2) Employee Suppression via 'owned IP addresses'
As more ActiveDEMAND users are marketers, clearly the marketer will do a lot of testing on assets. As ActiveDEMAND is very good at tracking, this poses a problem. Marketers testing will impact the marketing stats. Thus a user of ActiveDEMAND can choose to associate their IP address with the work they are doing. If a marketer clicks BLOCK MY IP on their user profile, ActiveDEMAND will assume all visits from that IP are the employee, thus it will suppress visit data etc from that employee to keep the ActiveDEMAND stats clean
How do I find the 'lost visit'?
Often the form submit will have an IP address on the timeline. You can search the drill down reports for this IP address. Another place to look is the employer of the contact that filled out the form. Are there other form submits by that company from that IP? Another trick is to look at the contact's Map. The form submit will show up on the map. Use the dashboard map, isolate the time range, search for other website visits or form submits on the map. Chances are high that one of those owns the session.