What is Website Visitor Identification?
Technology that reveals who visits your website—even without form submissions
Quick Definition
Website visitor identification is technology that uncovers the identity of anonymous website visitors by matching browser signals to databases of known contacts, revealing names, emails, companies, and job titles.
Every day, potential customers visit your website, browse your pages, and leave without filling out a form. In fact, 97% of website visitors remain completely anonymous. Website visitor identification technology changes this by revealing who these visitors are—their names, email addresses, companies, and job titles—giving you the power to reach out while interest is still high. Unlike traditional web analytics that show aggregate traffic data, visitor identification connects browsing sessions to real individuals.
In This Guide
How Website Visitor Identification Works
Visitor identification platforms use a lightweight JavaScript snippet installed on your website. When someone visits, the platform collects anonymous browser signals and matches them against large identity databases. When a match is found, the visitor's identity is revealed with contact information.
- JavaScript pixel collects non-PII browser signals
- Signals matched against identity resolution databases
- Matched visitors reveal name, email, company, title
- Data delivered in real-time to CRM or notification channels
Company-Level vs Person-Level Identification
There's a crucial distinction in the market. Company-level tools use IP address lookups to identify which companies visit—useful, but limited. Person-level tools like Bullseye identify actual individuals with their contact information, enabling direct outreach.
- Company-level: 'Someone from Acme Corp visited'
- Person-level: 'Sarah Chen, VP Marketing at Acme, viewed pricing'
- Person-level enables immediate, personalized outreach
- Company-level requires additional research to find contacts
Use Cases for Visitor Identification
Visitor identification serves multiple teams and business objectives across the go-to-market organization.
- Lead Generation: Capture leads without forms
- Sales Intelligence: Know when prospects are researching
- ABM: Identify target account stakeholders visiting
- Marketing Attribution: Connect anonymous traffic to revenue
- Retargeting: Build identity-based audiences
Privacy and Compliance
B2B visitor identification operates under legitimate interest provisions in regulations like GDPR and CCPA. Reputable providers maintain compliance programs, only process business contacts, and honor opt-out requests. Always choose a compliant provider and be transparent in your privacy policy.
Real-World Examples
- 1A SaaS company identifies 40% of their pricing page visitors and reaches out with personalized demos
- 2A B2B marketing team captures 3x more leads from their content without adding forms
- 3An enterprise sales team gets Slack alerts when target accounts visit their website
- 4A demand gen manager connects anonymous traffic to actual pipeline for attribution
Key Benefits
Frequently Asked Questions
What is website visitor identification?
Website visitor identification is technology that reveals who visits your website by matching browser signals to identity databases. It provides contact information (names, emails, titles) for anonymous visitors without requiring form submissions.
How does visitor identification work?
A JavaScript pixel on your website collects anonymous browser signals. These signals are matched against identity databases to find known individuals. When matched, the visitor's contact information is revealed and can be sent to your CRM or sales team.
Is website visitor identification legal?
Yes, when implemented properly. B2B visitor identification typically operates under legitimate interest provisions in GDPR and CCPA. Choose a compliant provider, update your privacy policy, and honor opt-out requests.
What percentage of visitors can be identified?
Identification rates vary by tool and traffic. Company-level tools identify 10-20% of visitors via IP lookup. Person-level tools like Bullseye can identify up to 40% of visitors, with higher rates for US traffic.
Related Resources
Comprehensive Guides
See It In Action
Lead Generation
Generate leads from your website without forms by identifying anonymous visitors.
Sales Intelligence
Real-time intelligence on website visitors for proactive sales outreach.
Account-Based Marketing (ABM)
Identify individuals from target accounts visiting your site for ABM programs.
Related Terms
See Website Visitor Identification in Action
Experience how Bullseye brings these concepts to life.
Related Definitions
What is Buyer Intent Data?
Buyer intent data is information indicating that a company or individual is actively researching a particular topic, product category, or solution—showing purchase consideration before direct engagement.
Learn moreWhat is Lead Generation?
Lead generation is the process of identifying, attracting, and capturing information from potential customers who have shown interest in your product or service.
Learn moreWhat is Account-Based Marketing (ABM)?
Account-Based Marketing (ABM) is a B2B strategy where marketing and sales focus their efforts on a specific set of target accounts, using personalized campaigns designed to resonate with each account.
Learn moreWhat is Sales Intelligence?
Sales intelligence encompasses the data, tools, and insights that help sales teams identify prospects, understand their needs, and engage more effectively throughout the sales cycle.
Learn more