Website visitor identification: which companies are looking at you

How a visit is resolved

1. Network lookupThe visitor’s public IP address is looked up to find the organization that owns the network, with its city, region and country. Results are cached for 24 hours per address.
2. Exact match to a recordIf a record in the database is already associated with that exact IP address, the visit is linked to it.
3. Network range matchFailing an exact match, the surrounding /24 network block is checked. Companies usually occupy a contiguous block, so a neighboring address is usually the same organization.

Intent score and pages viewed

When a visit is linked to a record, the record keeps the IP address and its network range, so later visits from that network resolve faster. The visit count goes up, the intent score rises on a scale capped at 100, and the page addresses are stored with it.

The pages usually say more than the score does. A company that read your pricing page three times this week is a different conversation from one that landed on a blog post once.

What IP-based identification cannot do

Being straight about this matters more than the feature does.

• It identifies organizations, not peopleYou learn that a company’s network visited. You do not learn who was at the keyboard.
• Not every visitor resolvesHome connections, mobile networks, VPNs and consumer internet providers generally cannot be attributed to a business.
• Record links depend on coverageA visit links to a business record only when that business is in the database, which is centered on Florida license records and federal carriers.

Setting it up

The pixel is a snippet you paste into your site, as a 1×1 image or a JavaScript beacon. Nothing else on the site changes.