This guide breaks down the leading website visitor identification tools in 2026, comparing match rates, pricing, and features to help you make an informed decision.
What Is Website Visitor Identification?
Website visitor identification uses IP address matching, first-party cookies, and data partnerships to match anonymous website visitors to known contact records. When someone visits your site, the software cross-references their digital footprint against databases of business contacts.
The result: instead of seeing “47 anonymous visitors viewed your pricing page,” you see “Sarah Johnson, VP Marketing at Acme Corp, visited your pricing page. Here’s her email.”
What identification tools typically return:
- Full name and job title
- Business email address
- Company name and size
- LinkedIn profile
- Phone number (when available)
This transforms anonymous traffic into actionable sales intelligence.
Company-Level vs Contact-Level Identification
This is the most important distinction when evaluating tools:
Company-Level Identification (Leadfeeder, Clearbit, most tools):
- Output: “Someone from Acme Corp visited your site”
- Limitation: You still don’t know WHO or how to reach them
- Next step: Manual LinkedIn research to find the right contact
Contact-Level Identification (Leadpipe, RB2B, Warmly):
- Output: “Sarah Johnson, VP Marketing at Acme Corp visited. Email: sarah@acme.com”
- Advantage: Direct outreach possible immediately
- Next step: Send personalized message referencing their visit
Company-level tools require additional work to find contacts. Contact-level tools give you the person directly.
Website Visitor Identification Software Comparison 2026
Match Rate Comparison
Match rate = percentage of visitors a tool can identify. Higher is better, but be skeptical of inflated claims.
| Tool | Match Rate | Data Level | Starting Price | Best For |
|---|---|---|---|---|
| Leadpipe | 30-40% | Contact + Company | $149/mo (500 IDs) | Internal sales teams |
| Leadpipe for Agencies | 30-40% | Contact + Company | $1,270/mo (20K IDs) | Agency white-label |
| Warmly | 15-25% | Contact + Company | $900/month | Real-time engagement |
| RB2B | 10-20% | Contact + Company | $99-499/month | Budget/testing |
| Clearbit | 15-20% | Company only | $12,000+/year | HubSpot users |
| 6sense | 10-20% | Company + Intent | $25,000+/year | Enterprise ABM |
| Leadfeeder | 10-15% | Company only | €99/month | European markets |
| ZoomInfo | Varies | Database + Intent | $15,000+/year | Sales database |
Reality check on match rates: 30-40% for contact-level identification is considered strong in the industry. Anyone promising 80%+ is typically counting company-only matches or using different methodology. Match rates also vary significantly by traffic quality and industry.
Match Rates by Industry
Different industries see different results:
| Industry | Typical Match Rate |
|---|---|
| B2B SaaS | 35-45% |
| Professional Services | 30-40% |
| Manufacturing | 25-35% |
| Local Services | 15-25% |
| B2C / Consumer | 5-15% |
Results depend on traffic quality, visitor demographics, corporate vs personal device usage, and database coverage for your market.
Tool-by-Tool Breakdown Leadpipe (Internal Use)
What it does: Contact-level visitor identification for B2B sales and marketing teams.
| Feature | Details |
|---|---|
| Match Rate | 30-40% |
| Data Level | Contact + Company |
| Data Returned | Name, email, company, title, LinkedIn, phone |
| Pricing | Starting at $149/mo for 500 IDs |
| Setup | 2 minutes (JavaScript pixel) |
| Integrations | CRM, email tools, webhooks, Zapier |
| Best For | B2B sales teams, marketing teams, SDRs |
Strengths:
- Highest match rates in the category (30-40%)
- Full contact data included (name, email, phone, LinkedIn)
- Real-time identification and alerts
- Affordable entry point ($149/mo for 500 IDs)
- Flat monthly pricing (no per-seat fees)
- Simple 2-minute setup
Limitations:
- Entry tier (500 IDs) may not be enough for high-traffic sites
- Match rates top out around 40% (industry-wide reality)
- Best results with B2B traffic; consumer traffic identifies poorly
Who it’s good for: B2B companies who want to identify website visitors and get direct contact information for sales outreach. Works for any team size—no per-seat pricing.
Leadpipe for Agencies (White-Label)
What it does: White-label visitor identification that agencies can rebrand and resell to clients.
| Feature | Details |
|---|---|
| Match Rate | 30-40% |
| Data Level | Contact + Company |
| Data Returned | Name, email, company, title, LinkedIn, phone |
| White-Label | Full rebrand (your logo, your domain) |
| Pricing | $1,270/mo for 20,000 IDs |
| Client Limit | Unlimited clients under one subscription |
| Per-Seat Fees | None |
| Best For | Marketing agencies, lead gen agencies, resellers |
Strengths:
- Full white-label capability (clients never see Leadpipe)
- Wholesale pricing built for resale margins
- Unlimited clients under single subscription
- No per-seat or per-client fees
- Same 30-40% match rates as direct product
Agency economics:
- Cost: $1,270/month for 20,000 IDs
- Resell to 10 clients at $500/month each = $5,000/month revenue
- Profit: $3,730/month ($44,760/year)
- Margin: ~74%
Limitations:
- Requires agency infrastructure to support clients
- Minimum volume commitment (20,000 IDs)
- Best suited for agencies with existing B2B client base
Who it’s good for: Marketing agencies, lead generation agencies, SEO agencies, and PPC agencies who want to add visitor identification as a service offering under their own brand.
RB2B
What it does: Contact-level visitor identification focused on individual company use.
| Feature | Details |
|---|---|
| Match Rate | 10-20% |
| Data Level | Contact + Company |
| Data Returned | Name, email (Pro only), LinkedIn, company |
| White-Label | No |
| Pricing | Free tier / $99-499/month |
| Setup | Quick (JavaScript pixel) |
| Best For | Budget-conscious teams, testing visitor ID |
Strengths:
- Free tier available (150 IDs/month)
- Lower starting price for paid plans
- Good for testing visitor identification concept
- Simple Slack integration
Limitations:
- Lower match rates (10-20%)
- Email addresses only on Pro plan ($349+/month)
- No white-label option
- Per-seat pricing can add up with larger teams
Who it’s good for: Teams new to visitor identification who want to test the concept, or smaller companies with limited budgets.
Comparison to Leadpipe: RB2B is more affordable to start but has lower match rates. Leadpipe identifies roughly 2x more visitors and includes contact data on all plans. RB2B lacks white-label for agencies.
Warmly
What it does: Visitor identification bundled with live chat and engagement tools.
| Feature | Details |
|---|---|
| Match Rate | 15-25% |
| Data Level | Contact + Company |
| Data Returned | Name, email, company, title |
| Live Chat | Built-in |
| Video Calling | Built-in |
| Pricing | $900/month+ |
| Best For | Teams using real-time chat engagement |
Strengths:
- Integrated chat and video calling
- Real-time visitor engagement workflows
- Combines identification with engagement in one tool
- Good for sales teams that engage visitors live
Limitations:
- Higher cost if you only need identification
- Lower match rates than pure identification tools
- Feature complexity if you just want data
- No white-label option
Who it’s good for: Sales teams that actively engage website visitors through chat and want identification built into their engagement workflow.
Comparison to Leadpipe: Warmly bundles engagement features but has lower match rates (15-25% vs 30-40%). If you already have chat tools or prefer to do outreach separately, Leadpipe provides more identified contacts.
Clearbit (HubSpot)
What it does: Company-level identification and data enrichment, now part of HubSpot.
| Feature | Details |
|---|---|
| Match Rate | 15-20% |
| Data Level | Company only |
| Data Returned | Company name, size, industry |
| Contact Info | Not included |
| Pricing | $12,000+/year |
| Best For | HubSpot users needing company enrichment |
Strengths:
- Strong company data and enrichment
- Native HubSpot integration
- Established data quality reputation
- Good for firmographic enrichment
Limitations:
- Company-level only—no individual contacts
- Requires HubSpot ecosystem
- Enterprise pricing
- You still need to find the right person to contact
Who it’s good for: HubSpot users who need company-level enrichment and are okay identifying accounts without individual contacts.
Comparison to Leadpipe: Clearbit only identifies companies, not people. You’ll know “someone from Acme Corp visited” but not who. Leadpipe provides the actual person’s contact information.
6sense
What it does: Full ABM platform with visitor identification as one component.
| Feature | Details |
|---|---|
| Match Rate | 10-20% |
| Data Level | Company + Intent signals |
| Data Returned | Account info, intent topics, buying stage |
| Contact Info | Limited |
| Pricing | $25,000-100,000+/year |
| Implementation | 3-6 months |
| Best For | Enterprise ABM programs |
Strengths:
- Comprehensive ABM orchestration
- Third-party intent data included
- Account scoring and buying stage prediction
- Enterprise-grade features
Limitations:
- Significant implementation time and resources
- Enterprise pricing only
- Overkill for pure visitor identification
- Limited contact-level identification
Who it’s good for: Large enterprises running sophisticated account-based marketing programs who need full ABM orchestration, not just visitor ID.
Comparison to Leadpipe: 6sense is a full ABM platform; Leadpipe is focused visitor identification. If you just need to know who’s visiting your site, Leadpipe is simpler, faster to implement, and provides more contact-level data.
Leadfeeder (Dealfront)
What it does: Company-level visitor identification, popular in Europe.
| Feature | Details |
|---|---|
| Match Rate | 10-15% |
| Data Level | Company only |
| Data Returned | Company name, industry, visit behavior |
| Contact Info | Not included |
| Pricing | €99/month+ |
| Best For | European markets, GDPR-focused teams |
Strengths:
- Strong EU company database
- GDPR compliance focus
- Reasonable pricing
- Good CRM integrations
Limitations:
- Company-level only—no individual contacts
- Lower match rates
- Still requires manual contact research
- Limited outside Europe
Who it’s good for: European B2B companies who need GDPR-compliant company identification and are okay without contact-level data.
Comparison to Leadpipe: Leadfeeder only shows which companies visited. Leadpipe shows which specific person visited, with their contact information. Different levels of actionability.
Feature Comparison Matrix
| Feature | Leadpipe | Leadpipe Agencies | RB2B | Warmly | Clearbit | 6sense | Leadfeeder |
|---|---|---|---|---|---|---|---|
| Match Rate | 30-40% | 30-40% | 10-20% | 15-25% | 15-20% | 10-20% | 10-15% |
| Contact-Level | ✓ | ✓ | ✓ | ✓ | ✗ | Limited | ✗ |
| Email Included | ✓ | ✓ | Pro only | ✓ | ✗ | ✗ | ✗ |
| Phone Numbers | ✓ | ✓ | ✗ | ✓ | ✗ | ✗ | ✗ |
| White-Label | ✗ | ✓ | ✗ | ✗ | ✗ | ✗ | ✗ |
| Multi-Client | ✗ | ✓ | ✗ | ✗ | ✗ | ✗ | ✗ |
| Live Chat | ✗ | ✗ | ✗ | ✓ | ✗ | ✗ | ✗ |
| Intent Data | Basic | Basic | ✗ | ✓ | ✗ | ✓ | Basic |
| Free Tier | Trial | ✗ | ✓ | Limited | ✗ | ✗ | Limited |
How to Choose: Decision FrameworkBy Primary Use Case
“I need to identify website visitors for my internal sales team” → Leadpipe (highest match rate), RB2B (budget option), or Warmly (if you want chat)
“I’m an agency and want to offer visitor ID to clients” → Leadpipe for Agencies—full white-label, wholesale pricing, unlimited clients
“I need company-level data for account research” → Clearbit or Leadfeeder work if you don’t need individual contacts
“I’m running enterprise ABM campaigns” → 6sense or Demandbase are full ABM platforms (but overkill for just visitor ID)
“I want to engage visitors in real-time via chat” → Warmly bundles identification with engagement tools
By Budget
| Annual Budget | Best Options |
|---|---|
| Under $2,000/year | RB2B (free tier or paid), Leadfeeder |
| $2,000-$15,000/year | Leadpipe (internal), Warmly |
| $15,000-$50,000/year | Leadpipe, Leadpipe Agencies, Clearbit |
| $50,000+/year | 6sense, Demandbase, or Leadpipe at scale |
By Team Type
| Team | Recommended |
|---|---|
| Internal sales team | Leadpipe (match rate + contact data) or RB2B (budget) |
| Marketing agency | Leadpipe for Agencies (white-label + wholesale pricing) |
| Lead gen agency | Leadpipe for Agencies (resell under your brand) |
| SDR/outbound team | Leadpipe or Warmly (engagement focus) |
| Enterprise marketing | 6sense (full ABM) or Leadpipe (pure visitor ID) |
How Visitor Identification Works (Technical)
The process:
- JavaScript Pixel: Add tracking script to your website (typically 2-minute setup)
- Signal Collection: When someone visits, the pixel captures browser/device signals
- Identity Matching: Cross-reference signals against B2B contact databases
- Data Delivery: Matched contact info delivered via dashboard, webhook, or CRM
What it uses:
- First-party cookies on your own site
- IP address matching against business databases
- Data partnerships with B2B data providers
- Device and browser fingerprinting (within compliance limits)
What it’s NOT:
- Not cross-site tracking (that’s largely dead post-iOS 14)
- Not scraping personal data
- Not violating privacy regulations when done properly
Is Visitor Identification Legal?
Yes, for B2B use cases. The technology uses:
- Publicly available business information
- Opt-in data partnerships
- First-party cookies on your own website
It’s similar conceptually to LinkedIn showing “people who viewed your profile”—you’re seeing business contact information for people who visited your business website.
Important: This applies to B2B identification using business data. B2C/consumer identification has different regulatory considerations. Always verify compliance for your specific use case and geography.
Visitor Identification vs Google Analytics
Common question: “How is this different from Google Analytics?”
| Google Analytics | Visitor Identification | |
|---|---|---|
| Shows | Aggregate traffic data | Individual visitor identities |
| Output | “47 people visited pricing page” | “Sarah Johnson visited pricing page” |
| Contact Info | None | Name, email, company, title |
| Use Case | Traffic analysis, marketing attribution | Sales prospecting, outreach |
Completely different tools for different purposes. Analytics tells you what happened. Visitor identification tells you who did it.
Frequently Asked Questions
What’s a realistic match rate for B2B visitor identification?
30-40% is strong for contact-level identification. Match rates vary by industry, traffic quality, and whether visitors use corporate networks vs personal devices. Be skeptical of claims above 50-60% for contact-level data.
Why can’t tools identify 100% of visitors?
Several reasons:
- VPNs and privacy tools block identification
- Not all business contacts exist in databases
- Personal devices and home networks are harder to match
- Some traffic is genuinely anonymous with no match possible
Is contact-level identification worth the extra cost over company-level?
Usually yes, if you’re doing outbound outreach. Company-level tools require you to manually research who to contact. Contact-level tools give you the person directly, saving significant time and improving response rates (you can reference their specific visit).
How quickly does visitor identification start working?
Setup takes 2-5 minutes (add JavaScript pixel). Identification begins immediately. Results show up in real-time as visitors arrive.
Can I integrate with my CRM?
Most tools offer CRM integrations (Salesforce, HubSpot, Pipedrive) via native connections, webhooks, or Zapier. Check specific tool documentation for your CRM.
What about GDPR and European visitors?
Varies by tool. Some focus on company-level identification only for EU visitors. Others have specific EU compliance approaches. Verify each tool’s GDPR handling for your requirements.
Summary
| Tool | Best For | Match Rate | Data Level | Starting Price |
|---|---|---|---|---|
| Leadpipe | Contact-level ID, agencies | 30-40% | Contact + Company | $149/mo |
| RB2B | Budget, testing | 10-20% | Contact + Company | Free/$99/mo |
| Warmly | Real-time engagement | 15-25% | Contact + Company | $900/mo |
| Clearbit | HubSpot users, company data | 15-20% | Company only | $12K+/yr |
| 6sense | Enterprise ABM | 10-20% | Company + Intent | $25K+/yr |
| Leadfeeder | European markets | 10-15% | Company only | €99/mo |
The bottom line: If you need contact-level data (actual names and emails, not just company names), Leadpipe currently offers the highest match rates.
Media Contact
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Contact Person: Steven Marin
Email: Send Email
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City: San Francisco
Country: United States
Website: leadpipe.com