Try Valley
Put your outbound workflow to work.
Saniya Sood
Published:
Updated:
Published July 24, 2025 · Updated October 27, 2026
Short answer: website visitor tracking tells you what visitors did on your site: which pages, for how long, and whether they converted. Website visitor identification goes one step further and tells you which company, and in some cases which person, was behind the visit, so sales can follow up. Tracking runs on an analytics script such as Google Analytics. Company-level identification matches a visitor’s IP address to a business. Person-level identification matches a visitor to an individual profile, and the tools that do it work on US traffic.
Visitor tracking | Company-level identification | Person-level identification | |
|---|---|---|---|
What you learn | What visitors did: pages, time on page, conversions | Which company visited | Which person visited |
How it works | An analytics script on your site | The visitor’s IP address matched to a company | The visitor matched to an individual profile |
Example tools | Google Analytics | Leadfeeder, Albacross, Warmly | RB2B, Vector |
Main limit | Visitors stay anonymous | Breaks on remote work, VPNs and home connections | US visitors; no established lawful basis for EU visitors |
Can you see who visits your website?
Partly. Free analytics shows how many people came, from where and what they read, but never who they are. An identification tool can name the company for a share of B2B visits by matching IP addresses, and in the US some tools can name individual people. No tool names everyone: people on home connections, VPNs and mobile networks usually stay anonymous, so treat every match as a lead to check, not a fact.
► Turn identified visitors into conversations: start a 7-day Valley trial
Give your sales team
an unfair advantage.
Step 1: Track what visitors do (free)
Install an analytics tool such as Google Analytics 4 through your tag manager. Set up three things before anything else: a conversion for each form or signup, a funnel from your main landing pages to that conversion, and a report on your highest-intent pages (pricing, product, comparison pages). Those pages are where identification pays off later.
Step 2: Decide which level of identification you need
If you sell to companies and work accounts, company-level identification is enough. If you want a named person to contact and most of your traffic is from the US, look at person-level tools.
Step 3: Install the identification script
Every tool in the table below works from a snippet on your site. Add it through your tag manager and confirm it fires on your pricing and product pages.
Step 4: Filter to your ICP
Most visits are not buyers. Set filters for company size, industry and geography so only accounts that fit reach your team.
Step 5: Decide the action per page, and verify before you write
A pricing-page visit from a target account deserves a same-day message. A single blog visit usually does not. Confirm the company and the likely buyer before any outreach goes out.
Website visitor identification tools, compared (prices read October 27, 2026)
Tool | Identifies | Price |
|---|---|---|
Leadfeeder (Dealfront) | Companies (IP-based); EU-friendly positioning | Free Lite (last 100 companies a month, 7-day history) · paid from EUR 79/mo billed annually (EUR 113 monthly) |
Albacross | Companies, EU-centric, GDPR-forward | EUR 59/mo billed annually (EUR 84 monthly); 14-day access, no card |
Named US contacts plus companies worldwide. Contact-level ID covers 15-20% of US visitors on Starter and Pro, 35-45% on Pro+ (RB2B’s own figures) | Free (150 resolutions a month, company level) · $79 · from $149 · from $199/mo | |
Vector | People (person-level de-anonymization); EU capability unstated, so ask | Growth $36,000/year, annual contract |
Companies and people, with intent signals stacked on top | From $10,000/year; no free plan listed |
The one distinction that decides the buy: company-level identification (reverse-IP) is widely marketed as GDPR-workable; person-level identification of EU visitors has no established lawful basis, which is why RB2B is engineered US-only, and why any vendor claiming EU person-level resolution deserves hard questions. Also know the limits: IP attribution breaks on remote work, VPNs and residential connections, so treat every identification as a lead for verification, not a fact. The full market context: the best B2B intent data tools in 2026 · every buying signal, ranked.
How identification works
Four methods, usually combined: IP matching (the visitor’s IP address is matched to a company), cookies (return visits are tied together), form fills (visitors who give their details), and third-party enrichment (the matched company or person is filled in from an outside database). The first two run without the visitor doing anything; the last two make the match more accurate.
One tool is gone from this list: Koala, which was acquired by Cursor and has shut down.
Give your sales team
an unfair advantage.
Identification only pays off if someone acts on it, quickly and specifically. Five uses, in the order they usually pay back:
Prioritise. Rank identified accounts by fit first, then by intent: a target account on your pricing page beats a perfect-fit account that read one blog post.
Follow up while it is fresh. Route a pricing or comparison-page visit from a target account to the right rep the same day.
Write about what they looked at, not about the tracking. “Saw you were on our pricing page” reads as surveillance. A message about the problem those pages solve does not.
Feed lead scoring. Return visits and pricing-page visits are some of the strongest website signals; add them to your scoring model next to company size and industry.
Support account-based campaigns. If you run ABM, use identification to see which target accounts are researching you and which teams inside them.
Watch for: accuracy (IP matching breaks on remote work and VPNs, so check before you act), privacy (person-level identification of EU visitors has no established lawful basis), and over-reliance (identification tells you who looked, not why; it starts a conversation, it does not replace one).
Beyond your own website
On-site identification only reaches people who already found you. Pairing it with third-party B2B intent signals, data on companies researching your category elsewhere on the web, lets you reach buyers earlier in their research, before they ever land on your site. Look for tools that surface contact-level detail, not just company names.
Where Valley fits
Valley treats a website visit as one of several buying signals. It identifies the visitors who fit your ICP, researches each one, and drafts a LinkedIn message in your voice for you to approve, alongside signals such as profile viewers, post engagers and job changes. Starter is $199 per seat a month, or $149 billed quarterly, for LinkedIn, with a 7-day trial. How to switch it on: set up Valley’s website visitor identification.
► Book a demo: see how Valley would find, research and message your buyers
FAQ
How do I track visitors on my website? Install an analytics tool such as Google Analytics 4, set conversions for your forms and signups, and watch your highest-intent pages. That tells you what visitors do; an identification tool tells you who they are.
Can I see who visited my website for free? Partly. Analytics is free but anonymous. Leadfeeder and RB2B have free tiers that name a limited number of companies or, with RB2B, contacts each month.
What is visitor analytics? The measurement side of tracking: visits, sources, pages, time on page and conversions. It improves the site; identification starts sales conversations.
What is website visitor identification? Software that tells you which companies, and sometimes which people, visited your website, so sales can follow up. It goes one step past analytics, which only reports anonymous behavior.
How do you identify website visitors? Install an identification tool’s script on your site. Company-level tools match each visitor’s IP address to a business. Person-level tools match visitors to individual profiles, and those work on US traffic.
Visitor tracking or visitor identification: which do you need? Tracking measures what visitors do. Identification names who they are. You need tracking to improve the site and identification to start a sales conversation.
Is website visitor identification GDPR compliant? Company-level identification is widely marketed as workable under GDPR. Person-level identification of EU visitors has no established lawful basis, which is why RB2B is built for US traffic only. Take legal advice for your own setup.
How much do website visitor identification tools cost? As of the October 27, 2026 check: Leadfeeder and RB2B have free tiers, paid plans start at EUR 59 a month (Albacross, billed annually), and the enterprise tools start at $10,000 a year (Warmly) and $36,000 a year (Vector).
How accurate is website visitor identification? It varies by tool and traffic. IP matching breaks on remote work, VPNs and home connections, and RB2B states it identifies 15-20% of US visitors as named contacts on its Starter and Pro plans, and 35-45% on Pro+. Verify before you act.
Related: how Valley works · common pitfalls in visitor identification · who visited your LinkedIn company page · B2B intent data tools · every buying signal, ranked.
See also: Common Room pricing explained.
How this page was made: the facts were read from the sources named in the text on October 27, 2026; drafted with AI assistance; fact-checked, reviewed and edited by Saniya Sood.
