Identify anonymous website visitors: companies by IP, people in the US

Identify anonymous website visitors: the two methods

To identify anonymous website visitors, put the script of a visitor identification tool on every page. It matches a visit in one of two ways: to a company by IP address, which works for visitors anywhere, or to a person through an identity graph, which the person-level tools in this guide describe for US visitors.

Company-level matching names the organization behind a visit even when the person stays unknown. Person-level matching, also called contact-level, names an individual. RB2B describes its identity graph as a network of cookies, device IDs and IP addresses.

Company-level: matching a visit to a company by IP

RB2B says it provides company-level identification through its partnership with Demandbase, a reverse-IP lookup, and that it is available on every plan. Leadfeeder (by Dealfront) says it identifies the company behind a visit by IP match and shows businesses, not individuals. Snitcher also matches by IP address and names a person only after that person gives an email. Lead Forensics describes code that tracks the IP addresses of businesses visiting a site.

Person-level: naming US visitors

RB2B says its person-level database holds only profiles matched to US home addresses, and that IP ringfencing means only US traffic is resolved. A match can carry a full name, job title, LinkedIn URL, city and state, company details and page view history, plus a business email on Pro and Pro+. RB2B lists phone numbers as not provided.

Outside the US, RB2B skips the person and still tries the company. Leadpipe also says it identifies matched US visitors, with names, available email addresses and company context.

Which visits are missed or matched wrongly, and why

RB2B says it leaves out bots and data-center traffic, visitors who leave before the page loads, non-US visitors at person level, and sites where a mismatched www or a blocking Content Security Policy stops the script. A visitor on a VPN or proxy loses the person-level match, because RB2B drops the attempt when it cannot confirm a US location, and RB2B warns that shared logins and household devices can attach a visit to the wrong person.

Coverage figures are each vendor's claim: Leadfeeder says up to 45% of B2B visitors at company level, Leadinfo roughly 30% of website visitors, and RB2B's own pages state coverage in several different ways.

Steps to set it up on your site

Whatever the tool, its script has to load on every page, as both RB2B's and Leadfeeder's install articles say. These are the steps RB2B documents:

1. Register with a work email. RB2B sends a one-time link, so there is no password.
2. Authorize your domain. RB2B's script runs only on a domain your account authorizes.
3. Update your privacy policy and cookie banner. RB2B requires it and recommends an opt-out link; is website visitor identification legal in USA lists what the agencies and its terms ask.
4. Paste the script in the site header, or add it through a tag manager, so it loads on every page. A single-page app must fire it on each route change.
5. On Pro and Pro+, add your own email domain to the Domain Exclusion List so RB2B does not name your staff. Then press Test Script in the dashboard.

Visitors who sign in or fill in a form are already named in your records; a script is for the rest. RB2B says a site with little US traffic should not expect high volumes of identified visitors.

RB2B's Starter plan, $79 a month, month to month, for 300 resolutions (identified visitors) as read on October 23, 2026, names US visitors with their LinkedIn URL and matches companies worldwide; RB2B says every new account gets a 7-day full-featured trial, and no credit card is required.

Best website visitor identification software sets it beside the other tools, and how does RB2B work covers the match and the alert.