The USA Rugby website serves as the front door for rugby players, fans, and financial supporters to access rugby-related information and resources. Understanding the financial supporters’ digital footprint is particularly helpful in achieving one of their important business goals: gaining commercial support and partnerships. Our team used Google Analytics and Hotjar heatmaps/session recordings to gather insights on this target audience. Unfortunately, data that’s directly related to existing commercial partners and donors could not be collected due to the lack of event tracking and recent page traffic. Behaviors of “potential” financial supporters were instead identified from page visits and selected recordings.