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How Does Web Visitors Identify Companies?
How Does Web Visitors Identify Companies?
Web Visitors identifies your website visitors, turning them into sales leads for your organisation, but how do we do it? Learn more here.
Tamar Keenan avatar
Written by Tamar Keenan
Updated over a week ago

Have you ever fed the ducks at the park and noticed how they follow you around?

Think of Web Visitors as that duck and those snacks you keep handing out, well those are tracking cookies, reverse IP address lookup, private databases, analytics programs and more tasty treats. We use several of these technologies, including our own tracking script and machine learning.

NOTE: In general, it's not possible to know exactly 'who' visited your site without a visitor 'self-identifying' through the use of, for example, web forms or sign-ups. Privacy laws in many countries deem identifying individual web visitors to be an illegal practice. We can however give you insight into the key contacts associated with the companies that visit your site as that data is publicly available.

We can also link to a 'who' if you have Mailchimp or ActiveCampaign integrated and people visit your website after clicking a link in one of the email campaigns you've sent them. This goes back to 'self-identifying'. These people have identified themselves while signing up to receive your email/s, which allows you to track whether they visit your site after receiving a campaign. Additionally, for HubSpot marketing users we are able to identify individuals that fill in forms or chat with you online. You can read more about this here.

The heavy lifting is done by the Dealfront Website Tracker, a small but powerful script you place on your website. 

Each company that visits likely owns its domain and IP address. Our tracker captures this information when a visit occurs. Once we receive the information about your visits we start the 'magic'. It doesn't matter what kind of device, mobile phone or laptop the person visiting your site uses - only their internet connection defines if we can identify the company behind the visit or not.

Our specialised algorithms, machine learning, and expansive databases all come together to analyse the visits. They use domains, locations, IP addresses, and contacts to find out where each visit came from. 

Once we identify the company that visited we show more than just the name! Company identifications are enriched with supplemental information to give you more details, as well as suggesting related contacts via Target Basic where available. 

We have built some of the most complete databases of IP addresses available over the years. This means we can match more organisations more often while making us a leader in the industry.

We don't show you every visit to your website. This saves you time and money. We also don't charge for, or even show you, visits from ISPs (Internet Service Providers) visits. Our system only focusses on companies you can connect with.  

As we are able to identify visits that come to your site by using a company VPN, and the majority of established companies use it, you should see a normal amount of Web Visitors leads when people are working from home as well. You can read more here.

How many visitors do we identify? It can vary greatly, of course, depending on your website, web traffic, B2B vs B2C customers, and industry, at minimum. As each customer is different there is no way to honestly give a percentage of visitors identified. 

If a service promises a certain percentage rate it is likely based on a few accounts. 

For example, if you are an organisation that sells garden supplies you may have a lower identification rate as you have a market made up of many different sized companies and a likelihood of more ISP visits due to individual and business visits. If you are an organisation that sells custom freight train parts the rate may be higher due to your market being smaller and easier to identify. 

We won't make up a rate as a one size fits all response. Instead, we invite you to try us out. Start a trial here with no obligation and see for yourself.

Other questions about how we work? Feel free to browse the Help Center, and contact us in support if you need us! 


Questions, comments, feedback? Please let us know by contacting our support team via the chat or by sending us an email at


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