Intent On DemandWebsite visitor tracking
Website visitor tracking shows what people do on your site. Most tools stop at anonymous numbers. To follow up with the people behind them, you need tracking that names the visitor.
What is website visitor tracking?
Website visitor tracking records how people reach your website and what they do there: the source, the pages they view, how long they stay and whether they come back. Analytics tools report this for anonymous visitors. Visitor identification tools add who the visitor is, so sales can follow up with people who never filled in a form.
The four kinds of website visitor tracking software
| Kind | What it shows | Examples | Cost |
|---|---|---|---|
| Web analytics | Traffic, sources, pages and conversions, all anonymous | Google Analytics | Free |
| Session recording and heatmaps | How individual (anonymous) visitors scroll and click | Microsoft Clarity, Hotjar | Free to paid |
| Company-level identification | The business a visit came from, via its network | Leadfeeder (Dealfront) | Paid |
| Person-level identification | The person, their contact details and every page they read, when matched | Intent On Demand, RB2B | Paid |
Examples are well-known tools in each group, not a ranking. Check each vendor for current features and pricing.
Most businesses use analytics for traffic and one identification tool for follow-up. Analytics tells you 400 people read your pricing page; identification tells you who some of them were.
What is the best website visitor tracking software for identifying who visits a B2B site?
For B2B teams that want to know who visited, the best website visitor tracking software is a person-level identification tool used alongside free analytics. Google Analytics and Microsoft Clarity show what anonymous visitors did. Company-level tools like Leadfeeder and Leadinfo name the business. Person-level tools like RB2B and Intent On Demand name the individual, with contact details, when a match is found.
Website visitor tracking and identification tools compared
| Tool | Identifies | Best for | Free plan |
|---|---|---|---|
| Google Analytics | Nobody (anonymous traffic) | Traffic, sources and conversions | Yes |
| Microsoft Clarity | Nobody (anonymous sessions) | Session recordings and heatmaps | Yes |
| Hotjar | Nobody (anonymous sessions) | Heatmaps, recordings and surveys | Check vendor |
| Leadfeeder (Dealfront) | The company | B2B teams selling to larger accounts | Check vendor |
| Leadinfo | The company | Company-level B2B identification | Check vendor |
| RB2B | The person (US-focused) | B2B teams that want visitor names in Slack | Check vendor |
| Intent On Demand | The person, plus their company | B2B and consumer businesses that also want intent audiences | Free demo; Pixel $49/mo |
What each tool is known for as of October 2026, not a ranking. Check each vendor for current features, coverage and pricing.
- Best free anonymous tracking: Google Analytics for traffic and conversions, plus Microsoft Clarity for recordings and heatmaps.
- Best for company-level B2B: Leadfeeder or Leadinfo, if your team researches contacts at each account.
- Best for person-level follow-up: RB2B for B2B names in Slack, or Intent On Demand if you also sell to consumers or want to reach people before they visit.
How to track who visits your website
- Keep your analytics. Google Analytics stays your source for traffic and conversions.
- Add an identification script. Paste one line of code on every page, like any analytics tag, and mention it in your privacy notice.
- Check it's working. In Intent On Demand, the Website Tracking page shows visits arriving and how many visitors are identified.
- Score and alert. Set a high-intent threshold so repeat visits to pricing or contact pages trigger an email or Slack alert.
- Send them to your CRM. Identified visitors go to GoHighLevel, HubSpot, Pipedrive or Close with every page they read.
What to look for in visitor tracking software
- Person or company. Company-level tools suit large-account B2B. Person-level tools give you someone to call, and also work for consumer businesses.
- The full journey. Source, UTM tags, every page and time on page, so you know what to say.
- Real numbers on your traffic. Judge any tool by correct, reachable people on your own site, not a quoted match rate.
- Compliance data. Do-not-call status on phone numbers and a suppression list.
- Where the data goes. CRM push, alerts, email tools and ad audiences.
Track visitors, then find the people who haven't visited yet
Tracking only covers people who reach your site. Intent On Demand also builds intent audiences of people researching what you sell elsewhere online, from 45,000+ B2B and B2C topics, in the same workspace.
More on this: identify website visitors by name, RB2B alternative, Leadfeeder alternative and intent data providers compared.
Questions
What is website visitor tracking?
Website visitor tracking records what people do on your website: how they arrived, which pages they viewed and how long they stayed. Basic tracking counts anonymous visits. Visitor identification goes further and names the company or person behind a visit when a match is found.
How can I track who visits my website?
Analytics like Google Analytics shows traffic and behavior but not names. To see who visited, add a visitor identification script: company-level tools name the business, person-level tools like Intent On Demand name the individual with contact details when a match is found.
Is there free website visitor tracking software?
Yes, for anonymous tracking: Google Analytics for traffic and Microsoft Clarity for session recordings and heatmaps are free. Tools that name visitors use identity data, so they are paid.
Is website visitor tracking legal?
Analytics tracking is standard, but you should disclose it in your privacy notice and get consent where your laws require it. Identifying visitors and contacting them also brings in calling, texting and email rules. Intent On Demand shows do-not-call flags where available and supports a suppression list.
Can I track website visitors and send them to my CRM?
Yes. Intent On Demand adds identified visitors to your workspace with their journey, then pushes them to GoHighLevel, HubSpot, Pipedrive or Close, or sends them on a schedule to email tools and Facebook Custom Audiences.