How does RB2B work? From script to Slack alert, with the privacy checks

How does RB2B work? Six steps from script to alert

RB2B describes a four-stage process in its help center. This guide splits it into six steps. Everything below is RB2B's own description, read on October 23, 2026.

• Install: you place one RB2B script in your site header, or through a tag manager. RB2B says setup takes about five minutes.
• Location check: the script uses IP-based geolocation. Only visitors confirmed to be in the US can be matched to a person, and visitors on a VPN or proxy are left out of person-level matching.
• Match: RB2B correlates first-party and third-party cookies, device identifiers and IP data against its network.
• Enrich: a matched person's profile is filled in from LinkedIn and other professional sources, with name, job title, employer and, on plans that include it, a business email.
• Validate: incomplete or low-confidence matches are discarded before delivery, RB2B says.
• Deliver: the profile reaches your RB2B dashboard, Slack, Teams, a CRM, Clay or another connected app, and uses one credit.

What RB2B sets in your visitors' browsers

RB2B says all its cookies are first-party, set under your own domain, and hold no names, emails or phone numbers. Its reference table lists ten cookies. The longest-lived are a visitor ID that lasts 360 days and a token that lasts one year, and the session ID lasts 30 minutes. RB2B says the cookies are not used for advertising.

On consent, RB2B's articles point in different directions. The article on what RB2B is says the script runs only after a visitor accepts cookies when CookieYes is used, and that other consent tools must be set to delay it. The cookie article says to classify RB2B cookies as functional or essential, so they can be set before consent where your policy permits. The GDPR article says session cookies are set before consent and full identification starts after explicit consent. Settle your setup with counsel, then test it.

What comes out, and what a credit is

RB2B reports identification in two layers, person and company, which it calls independent processes. Its pages give several coverage figures, compared in the RB2B review. Each identified visitor uses one credit for a 30-day window, whether the match is a person or only a company, so a busy site can use its allowance faster than the contact count suggests.

Where identification fails, in RB2B's words

• VPNs and proxies: RB2B says it abandons identification when it cannot confirm that a visitor is in the US.
• Shared devices and logins: a visit can be attached to the wrong person, so a contact may say they never visited.
• Blocked or misplaced script: a Content Security Policy that blocks the script, or a domain written with and without www, can stop identification.
• Clicks are not visitors: RB2B says ad platforms count bots and accidental clicks, so identified visitors are fewer than clicks.
• Accuracy: an RB2B FAQ cites a preliminary 90 percent accuracy rate dated January 2024 and does not say how it was measured.

Privacy and legality: what RB2B says and what regulators say

RB2B says person-level identification covers US visitors only, so GDPR does not apply to it, and says it is registered as a data broker in California, Texas, Vermont and Oregon. Its compliance page offers sample privacy-policy wording and an opt-out page, and its compliance FAQ says the script cannot exclude specific regions.

The California Privacy Protection Agency defines a data broker as a business that collects personal information from various sources and sells it to other companies, even when the person never dealt with the business, and says residents can use its DROP platform to request deletion from all registered brokers. The California Attorney General lists residents' rights to know, delete and opt out of sale or sharing, including through a global privacy control. A 2023 Pew Research Center survey found 67 percent of US adults say they understand little to nothing about what companies do with their personal data. This is not legal advice.

A checklist before you turn it on

• Update your privacy policy to describe RB2B and add an opt-out link, as RB2B's compliance FAQ advises, and have counsel read it.
• Check your cookie banner and consent tool, and decide when the script may run.
• Exclude low-intent pages such as careers or support to save credits, and set an overage limit.
• Use the 7-day trial on one site, then run the cost check in the RB2B pricing guide. What RB2B is covers the data you will receive.