How to Identify Website Visitors
Turn anonymous traffic into known leads with website visitor identification
97% of your website visitors leave without filling out a form—but that doesn't mean they're lost forever. Website visitor identification technology reveals who's visiting your site, giving you names, emails, and company information for people browsing anonymously. This guide shows you exactly how to set it up and start identifying visitors today.
Steps in this guide
Choose a Visitor Identification Tool
Select a visitor identification platform that matches your needs. Key factors to consider: identification rate (percentage of visitors identified), data quality (email accuracy), person-level vs company-level identification, pricing model, and integrations with your existing tools.
Tips:
- Person-level tools like Bullseye identify individuals, not just companies
- Look for tools with native CRM integrations
- Check identification rates—aim for 30-40% or higher
- Ensure GDPR/CCPA compliance for your target markets
Install the Tracking Code
Add the visitor identification pixel to your website. This is typically a small JavaScript snippet that goes in your site's header. Most tools provide easy installation for popular platforms like WordPress, Webflow, and Shopify.
Tips:
- Install on all pages, not just high-intent pages
- Test installation using the tool's verification feature
- Add to both your main site and any subdomains
- Consider using Google Tag Manager for easier management
Configure Your Integrations
Connect your visitor identification tool to your CRM, Slack, email platform, or other tools in your stack. This ensures identified visitors flow automatically into your existing workflows.
Tips:
- Sync to your CRM to create leads automatically
- Set up Slack alerts for real-time notifications
- Map data fields correctly (email, company, title)
- Configure deduplication rules to avoid duplicate records
Set Up Alerts and Filters
Configure notifications for the visitors that matter most. Filter by company size, industry, pages viewed, or specific target accounts to focus on high-value prospects.
Tips:
- Alert sales when target accounts visit
- Filter for visitors viewing pricing or demo pages
- Set up daily digest emails for marketing review
- Exclude internal traffic and known customers
Create Your Outreach Workflow
Define what happens when a visitor is identified. This might be immediate sales outreach, enrollment in a nurture sequence, or just logging for later review.
Tips:
- Respond within 24 hours for best results
- Reference specific pages they viewed in outreach
- Use multi-channel approach (email + LinkedIn)
- Score visitors by engagement level to prioritize
Measure and Optimize
Track your results and continuously improve. Monitor identification rates, response rates, and conversion to pipeline. Adjust your filters and outreach approach based on what works.
Tips:
- Track leads generated from identified visitors
- Measure response rates compared to cold outreach
- A/B test different outreach messages
- Review which pages correlate with higher conversion
Common Mistakes to Avoid
- ✕Only installing the pixel on high-intent pages (install everywhere)
- ✕Treating identified visitors like cold leads (they're warm!)
- ✕Waiting too long to reach out (speed matters)
- ✕Not filtering for quality (focus on fit, not just volume)
- ✕Sending generic outreach instead of personalized messages
Pro Tips
- ★Reach out within 1 hour of a pricing page visit for 3x higher response rates
- ★Combine visitor identification with retargeting for multi-touch engagement
- ★Use visitor behavior to personalize your website for return visitors
- ★Set up automation to add high-intent visitors to sales sequences automatically
Tools You'll Need
Google Tag Manager
Easy pixel management without developer help
Slack
Real-time alerts when visitors are identified
HubSpot/Salesforce
CRM integration for lead management
Frequently Asked Questions
How does website visitor identification work?
Visitor identification uses a JavaScript pixel on your website that collects browser signals. These signals are matched against identity databases to reveal who the visitor is—their name, email, company, and more—without requiring form submission.
Is website visitor identification legal?
Yes, when implemented properly. B2B visitor identification typically operates under legitimate interest provisions. Ensure your provider is GDPR/CCPA compliant, update your privacy policy, and honor opt-out requests.
What percentage of visitors can be identified?
Identification rates vary by tool and traffic composition. Company-level tools identify 10-20% of visitors. Person-level tools like Bullseye can identify up to 40%, with higher rates for US traffic and returning visitors.
How is this different from Google Analytics?
Google Analytics shows aggregate data—pageviews, sessions, demographics. Visitor identification reveals specific individuals with contact details, enabling direct sales outreach.
Continue Learning
Understand the Concepts
What is Website Visitor Identification?
Website visitor identification is technology that uncovers the identity of anonymous website visitor...
What is Lead Generation?
Lead generation is the process of identifying, attracting, and capturing information from potential ...
What is First-Party Data?
First-party data is information collected directly from your audience on properties you own—your web...
Deep Dive Guides
Related Use Cases
Key Terms
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Start identifying your website visitors with Bullseye.
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