Who is visiting my website?

You can see counts, pages and referrers in any analytics tool. You cannot see names there — Google prohibits sending personally identifiable information to Google Analytics. To name visitors you need a separate layer: company-level identification from an IP lookup, or person-level identification from an identity graph. Neither names everybody.

Last verified: 2026-07-29. Every price and coverage figure below was read off the vendor's own live page on that date, with the URL cited.

This is one of those questions where the honest answer is more useful than the confident one. "Who is visiting my website" has a good answer, a partial answer and a misleading answer, and most pages that rank for it give you the misleading one.

I'm Dag, co-founder of ContactLevel. We sell in this category, and we deliberately do not sell anonymous visitor identification — so this page will send you to other vendors more than once. I'll be explicit about where we fit and where we don't.

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The three different questions hiding inside this one.

Before any tool comparison makes sense, split the question. There are three answers and they cost and behave completely differently.

→ Aggregate. "How many people visited, from where, and what did they read?" This is standard analytics. It is free, global, and names nobody.

→ Company-level. "Which organisation was that?" A reverse IP lookup maps the visitor's IP address to a company. It works worldwide, it is cheap, and it degrades badly for small companies and home workers.

→ Person-level. "Which individual was that?" Browser and cookie signals are matched against an identity graph to return a named person. It resolves a minority of traffic, it costs more, and it is sold almost exclusively for US traffic.

When someone asks "who is visiting my website," they almost always mean the third one. Almost every free answer they find is the first or second.

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Can Google Analytics tell me who visited my website?

No, and it is worth understanding why, because it saves you a week of looking for the right report.

Google's own policy is explicit: "Our contracts prohibit customers from sending Personally Identifiable Information to Google Analytics" (Google Analytics Help). That is not a limitation of the free tier or a setting you have missed. Identity is out of scope by design.

What GA4 does give you is genuinely useful and often enough: volume, sources, page paths, conversion events, and a sense of which content pulls the right traffic. It just cannot tell you that the person on your pricing page was a VP of Engineering at a 900-person company.

The same holds for heatmap and session-recording tools. They show you behaviour in high resolution and identity at zero resolution.

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What does HubSpot show me about website visitors?

If you already run HubSpot, you already have company-level identification and many teams don't realise it. The prospects tool works off the tracking code and the visitor's IP address: "The website visits tool uses the HubSpot tracking code to detect the IP address for each page view. It then surfaces publicly available information about the company associated with the visitor's IP address" (HubSpot Knowledge Base).

HubSpot is also unusually honest about the failure mode, and it is the failure mode of every IP-based tool: "Smaller companies and individuals may not have their own IP addresses. In those cases, the prospect will appear as the internet service provider (e.g., Comcast, Cox, Verizon)."

That single sentence explains most of the disappointment with reverse-IP tools. Your enterprise accounts resolve. Your 40-person prospects resolve to Comcast. And a buyer working from their kitchen resolves to their home ISP no matter how large their employer is. I go deeper into where that breaks in IP targeting for B2B, and the full HubSpot verdict — including what Breeze Intelligence changed and when HubSpot will name a person — is on can HubSpot identify anonymous website visitors?.

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Company-level vs person-level: what actually changes?

The practical read: company-level is the one you can actually deploy globally, and person-level is the one that changes what a rep does on Monday morning. Most serious setups end up running both, which is why the honest tools sell both tiers.

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Which tools name visitors, and what do they cost?

Everything in this table was read off the vendor's own live page on 2026-07-29. Where a vendor does not publish a figure, the cell says so rather than guessing.

Two notes on that last row, because a table cell will always flatten it.

First, ContactLevel's 70-99% is not a visitor-identification coverage rate. It is the share of a contact list that successfully matches to real accounts when you sync it to LinkedIn, Meta, Google, Reddit or X. Comparing it to RB2B's 15-45% would be comparing two unrelated numbers, and vendors do this constantly. B2B match rates unpacks the three different things the phrase gets used for.

Second, one thing the price column does not capture: Dealfront's pricing URL now 301-redirects to Leadfeeder's, so treat them as one product line rather than two options. The rename ran the other way to the one most comparison pages describe, and I untangle it on Leadfeeder alternatives and Dealfront alternatives.

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Does the platform I already pay for already do this?

Usually some of it, and almost never the part you want. Before you buy a sixth tool, check what the ones you already own resolve — the answer is nearly always "the company, not the person," but the exceptions matter and the vendors state them in their own documentation.

That last row is the one worth reading twice. Being handed three decision-makers at a company that visited is not the same as being handed the person who visited, and the gap between those two things is where a lot of "we already have visitor identification" budget goes.

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How much of my traffic will actually be identified?

This is where I'd spend your scepticism.

RB2B's homepage says "Identify 70-80% of your web traffic - both people and companies!" Its own pricing page, on the same day, sells contact-level site ID (US only) from the $79 Starter tier at 15-20% coverage, holding at 15-20% on Pro and rising to 35-45% on Pro+. The Free tier does not include contact-level ID at all — the 15-20% printed against it is the company-level number (rb2b.com/pricing, 2026-07-29).

Both numbers are true. They measure different things. The 70-80% counts every session where something resolved, including a company match through the Demandbase partnership. The 15-45% counts sessions where a person was named. If you are buying because you want names, the second number is your number.

This is the single most useful habit to take from this page: when a vendor quotes you an identification rate, ask "is that people or companies, and over what traffic?" — then ask them to point at where it says so on their own site. Most can't.

Two more structural limits nobody advertises:

• Traffic mix decides your outcome more than the vendor does. A site whose traffic is mostly US B2B on corporate networks will resolve far better than one with heavy international, mobile or consumer traffic. Your rate is not their rate.
• Coverage is per session, not per person. A tool that resolves 20% of sessions will name a good share of your repeat visitors over a quarter, because they come back. Judge it after 90 days, not after a week.

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Where does ContactLevel fit, and where does it not?

Plainly: we are not a website visitor identification tool, and if that is the box you are trying to fill, we will not fill it.

ContactLevel names a website visitor only when that person is already in one of your ContactLevel audiences — synced from your CRM, uploaded, or built in-platform. There is no pixel of ours that puts a name on a cold, net-new, never-seen-you-before visitor. If you buy us for that, you will be disappointed in week two, and we would rather lose the deal than have that conversation.

What we do is the half that identification tools skip. Once you have a name, you can email them, and you can call them. What you usually cannot do is advertise to them, because the work email in your CRM is not the identifier LinkedIn, Meta, Google, Reddit or X match on. That gap is why enriched lists match at 70-99% and raw work-email CSVs match far lower.

So the honest architecture is a pairing, not a replacement:

1. Identification upstream. RB2B, Dealfront or Datamoon names the anonymous visitor.
2. Enrichment and activation downstream. ContactLevel maps that business identity to the personal identifiers ad platforms actually match on, then syncs the audience to LinkedIn, Meta, Google, Reddit and X.
3. Measurement. We report clicks and website visits back at the individual person level. We do not report per-person ad impressions — that is not in the product today, and what we track says so in more detail than any sales call would.

At least one ContactLevel customer runs exactly this stack with the RB2B pixel as the upstream feed. It is a pattern we recommend, not a workaround we tolerate. There's a fuller walkthrough on RB2B alternatives, which is mostly a page about how to activate RB2B rather than replace it.

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Is it legal to see who is visiting my website?

Short version: company-level is broadly fine, person-level is jurisdiction-dependent, and the tracking script itself is regulated separately from what you do with the data.

In the EU, the EDPB adopted the final version of its Guidelines 2/2023 on the technical scope of Article 5(3) of the ePrivacy Directive in October 2024, and it explicitly covers pixel tracking and IP-based tracking — not just cookies. That means the consent question attaches to the script on your page, before you get to the question of whether naming the person is lawful.

That legal asymmetry is why the market looks the way it does. RB2B states that its person-level identity is "a US-only technology with a US-only database." Datamoon states "We only identify visitors in the US." Neither is being timid; they are describing the shape of the rules.

I've written the detail — GDPR lawful basis, the pixel question, CCPA opt-out signals and the 2025-26 California enforcement record — on deanonymizing website traffic. It is a longer answer than belongs on this page, and it is not legal advice from either of us.

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What to do with the answer once you have it.

Most teams stop at the alert. A name lands in Slack, a rep looks at it, and either they act that day or the signal decays. That is a real workflow and it works for high-ACV, low-volume sites.

It scales badly for one reason: sales capacity. The moment identification outruns the number of people a rep can genuinely call in a week, the surplus stops being pipeline and becomes a dashboard nobody reads.

The version that scales is unglamorous:

→ Route the top slice to sales. Named person, target account, pricing page — that is a human's job.

→ Put the rest into an ad audience. They already showed intent. Keep reaching them across LinkedIn, Meta, Google, Reddit and X while the account matures, at a fraction of the cost of a rep's attention.

→ Enrich before you sync, or the audience won't build. A list of work emails uploaded straight to Meta matches poorly, because nobody signs up to Meta with their work email. Contact-level data enrichment is the step that fixes it.

→ Measure the click, not the impression. You will get person-level click and visit data from us. You will not get per-person impression counts, and no page on this site should tell you otherwise.

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Where to go next.

→ Deanonymizing website traffic — the mechanics, the real coverage numbers, and the GDPR and CCPA position in 2026.

→ RB2B alternatives — RB2B's own published numbers, the genuine replacements, and how to activate its output rather than replace it.

→ B2B match rates — why three different things get called "match rate," and what to test before you buy anything in this category.

→ What we track today — the dated, versioned statement of what ContactLevel measures in production, including what it doesn't.

→ Contact-level website visitor identification — what our version of visitor identification actually is, and who it is not for.

→ IP targeting for B2B — why reverse-IP resolution degrades, and what remote work did to it.