Website visitor identification
Most people who visit your website leave without filling in a form. Website visitor identification tells you who they were, so you can follow up while they're still interested.
What website visitor identification is
Website visitor identification is software that names the people browsing your website. You add one script to your site. When someone visits and can be matched to a known person, you see their name, their contact details and every page they read.
Your analytics already counts these visits. It can tell you 400 people looked at your pricing page this month. It can't tell you who they were. Visitor identification closes that gap.
How it works
- Add one script. Paste it into your site like any analytics tag.
- Visits are matched. When a visitor can be matched to a person, they're added to your workspace with the pages they viewed.
- You get the details. Name, contact details with do-not-call status on every phone number, the company when there is one, and their full journey across your site.
- You act on it. Get an email or Slack alert when someone looks ready, push them to your CRM, or add them to an ad audience.
Person-level vs company-level identification
There are two kinds of visitor identification, and the difference matters for what you can do next.
| Company-level | Person-level | |
|---|---|---|
| What you see | The business a visit came from | The individual, with contact details |
| Works for | B2B only, visits from company networks | B2B and consumer businesses |
| Next step | Research the company, then find the right person | Contact the person who actually looked |
| Examples | Leadfeeder, Clearbit (now part of HubSpot) | Intent On Demand, RB2B |
Company-level tools suit teams selling to large accounts. If you sell to homeowners, borrowers or small businesses, only person-level identification gives you someone to call.
How to identify anonymous website visitors
- Sign up and copy your script from the setup checklist.
- Add it to every page of your site and mention it in your privacy notice.
- Open Pixel Health to confirm events are arriving and see your identification rate.
- Set an intent score threshold and turn on alerts, so the hottest visitors reach your team first.
- Connect your CRM so identified visitors land in your pipeline automatically.
What accuracy to expect
Every visitor identification tool matches only part of your traffic, and the rate depends on your audience. Be careful with any vendor that quotes you a fixed match rate before seeing your site. The useful measure is how many correct, contactable people you get, not how many "identifications."
That's why Intent On Demand doesn't quote a match rate. Once the script is live, Pixel Health shows your real identification rate and which fields come back, so you decide from your own numbers.
Go beyond the people who already visited
Visitor identification only finds people who reached your site. Intent On Demand also lets you search 45,000+ intent topics to find people researching what you sell before they ever visit, and preview how many there are for free. Both land in the same workspace, CRM push and ad audiences.
Comparing tools? See RB2B alternative, Leadfeeder alternative and the best intent data providers.
Questions
What is website visitor identification?
Website visitor identification puts names to the people browsing your website. A script on your site sees each visit, and when a visitor can be matched to a person, the tool shows who they are, how to reach them and which pages they read. Google Analytics counts visitors; visitor identification names them.
Can you identify anonymous website visitors?
Some of them. When a visitor can be matched to a known person, you get their name, contact details and the pages they viewed. Not every visitor can be matched, so no tool names everyone. Intent On Demand's Pixel Health shows your real identification rate on your own traffic.
Does it identify the person or just the company?
Intent On Demand identifies the person when a match is found: name, contact details and the pages they read. The Accounts view also groups visitors by company, so you can see the rest of the buying team. Company-level tools like Leadfeeder show only the business.
How accurate is website visitor identification?
It varies by tool and by your traffic, and advertised match rates rarely hold on every site. The honest test is your own traffic: install the script, then count usable, correct contacts rather than identifications. Pixel Health shows yours before you commit.
Is website visitor identification legal?
The rules depend on where you operate and how you reach out. You should disclose the pixel in your privacy notice and follow calling, texting and email laws. Intent On Demand shows do-not-call status on every phone number and lets you keep a suppression list. Talk to your own counsel about your situation.
How do I add a visitor identification pixel to my website?
You paste one script into your site, the same way you add Google Analytics. Intent On Demand's setup checklist gives you the exact script and tells you when the first visitor has been identified.