Website Visitor Tracking – A Complete Guide

By 28th August 2020 January 13th, 2021 No Comments

Briefly summarized, Website Visitor Tracking is a software which identifies businesses visiting your website.

There are many ways website visitor tracking can be used by businesses to maximize the potential of the traffic being driven to the website.

From organic, paid, or social media marketing campaigns.

With this guide, we will help you understand all there is to know about visitor tracking tools, such as:


Keep following.


What Is Website Visitor Tracking?

Website Visitor Tracking is a software which identifies who is visiting your website and turns unknown B2B website visitors into leads.

It can often be referred to as: 

  • Website Visitor Tracking Software
  • Business Identification Tool
  • Reverse IP Tracking Software
  • B2B Website Analytics
  • Lead Generation Software

It is the ultimate B2B lead generation and sales tool, revealing the businesses who are looking at your products and services.

The data is provided in real-time and shows you the identity behind anonymous metrics displayed by your analytics tool.

Beyond the company name, you are able to receive the business contact information including email address, telephone number and various connected social channels.

The platform will also include publicly available information for the key employees from the companies visiting your website, allowing you to explore relevant job titles.

This data acquired through a Website Visitor Tracking tool can be used by businesses for prospecting, b2b lead generation, and marketing campaign analysis to increase revenue, improve conversions, or identify trends. The tool contextualises the main analytical metrics of visitor sessions to your website and creates actionable opportunities.

Who is visiting aligns your sales and marketing departments with practical features to:

  • Generate, qualify and prioritise B2B Leads
  • Explore further interest
  • Action follow-up
  • Report on the success of these deals.

It is software for sales and marketing productivity and seamless transition from your visitor dashboard into a follow-up opportunity with the click of a button.

Building a pipeline of new sales leads based on legitimate interest, which would have otherwise been unknown.

The software, like Whois Visiting, operates using a combination of reverse IP (internet protocol) tracking and manual cleaning from within the database.

More About: What is IP Tracking, how does IP Tracking work?

Therefore providing actionable and qualitative data and more context behind anonymous analytics website activity and metrics.

Website Visitor Tracking is about extending the value of your site hits into tangible sales opportunities.


How Does Website Visitor Tracking Work?

The technical process is called Reverse IP Tracking.  But it’s quite simple, actually.

The tool uses reverse DNS (Domain Name System) to find out which companies are visiting your website based on their IP addresses.

DNS translates the visitor’s IP address number into valid information for you.

But it’s important to note that this information is related to public IP, that is, business information.

Such as the name of the company, the phone number, and the email address of the organisation registered to the IP.

The information captured and displayed by website visitor tracking tools includes both company journey and company contact information.


Company Journey

Within the platform, each company identified in the visitor table has its own company page.

This will show the fundamental information of the route taken by this organisation on your website.


  • Firstly the channel which they came from – organic, paid or referral;
  • The number of pages visited;
  • Which page(s) browsed;
  • Time spent browsing each page and in total.

It is this context that provides a unique opportunity to follow-up with identified website visitors who do not convert – but display clear and qualified interest.

You may also be interested: How To Deliver A Great B2B Customer Experience


Company & Contact Information 

The direct nature of website visitor tracking gives an opportunity to develop a relationship with the company identified using the contact information.

This includes business address, telephone number and email address.

Additional social media profile information will also be displayed if active including LinkedIn, Twitter and Facebook page.

Depending on your choice of follow up, these options are available to users to explore.

Beyond this, our platform integrates with LinkedIn to highlight the key employees from an organisation.

You can search for the point of contact most frequently dealt with and obtain their working email address.

You may also choose to connect with their profile and send a message to their inbox.

There are different approaches that our clients take at this stage – depending on the industry and culture / aggressive approach.

Also read: Check These B2B Sales Techniques Tips To Grow Your Sales


Dashboard & Reporting

Website visitor tracking allows you the control to monitor your identified businesses through the dashboard or to receive the information via notification or report.

The dashboard will display a concise overview of your identified traffic.

It is from there that you can apply specific actions such as detailed filtering, categorising businesses via tag, assigning users to specific companies, sending leads to colleagues or applying a deal status.

You can also view the granular detail of the website session including:


  • Date and time
  • Location
  • Source
  • Page views
  • Duration
  • New or returning visit

Alternatively, real-time notifications can be sent to your email address of any new website visitor.

In order to receive real-time notifications based on chosen criteria, you can set up tracking pages and trigger alerts.

This gives you more of a pre-qualified lead based on your predetermined conditions.

For example:


  • Website Visitors from the United Kingdom;
  • Who visited < 2 pages;
  • Activated url – /Pricing.

This is an effective way to qualify leads and create a more efficient system.


What Are The Benefits Of Using Visitor Tracking For Your Website?

Lead generation, sales prospecting, account based marketing, website performance analysis, Ideal customer profiling.

Website Visitor Tracking allows you to be proactive with your traffic, learn about the inbound industries, as well as locations, for marketing relevance.

Visualizing the performance of your marketing campaigns and increasing the opportunity of conversion with follow-up potential.

Most importantly, providing you with the chance to communicate with a business, in the full knowledge that someone at that company has had a legitimate reason to be on your site.

That’s because it is critical that sales and marketing teams determine which prospects to focus on.

That said, you are able to define rules to assess your visitors’ sales availability based on indicators such as:


  • Traffic origin;
  • Time spent on the site;
  • Last active time;
  • Number of previous visits;
  • Current page;
  • Triggers
  • Categories
  • Real-Time notifications;
  • Social Integration;
  • Email;
  • Contact Information – Phone Number, Website;
  • LinkedIn Plugin of Company;
  • Location and more.

These insights can be used to identify better-performing pages and modify the flow and content of the site to reduce barriers and convert visitors.

Using a Website Visiting Tracking tool like WhoIs Visiting also:


  • Provides information about the visitor’s journey on your website so you can reduce bottlenecks;
  • Identify recurring visitors, their information and activities so you can offer more personalized assistance;
  • Sends notifications when high quality leads visit your site;
  • Helps with user profiling and targeted marketing by identifying website visitors from your marketing campaigns (paid ads, SEO activity, social media marketing);
  • Rank your visitors to help you prioritize the hottest leads according to your own definition of the ideal customer profile and the activity engagement.

That said, Website Visitor Tracking software also helps you choose leads with the highest chances of conversion so you can focus your efforts on them and improve your whole lead generation strategy.


Website Visitor Tracking & GDPR

Website Visitor Tracking is not capable of identifying individuals who have visited your website.

If you are looking for software that does this, then you will be disappointed to learn there is no one as it is illegal and a breach of data protection.

GDPR (General Data Protection Regulation) guarantees that it is the duty of companies and organizations to provide secure technologies for the protection of personal data, to use the anonymization process without reversal, and other techniques, such as encryption and pseudonymization.

This is because the idea of GDPR is to create a culture of respect for data privacy.

But what can be considered, in fact, personal data?

It’s simple. If information allows to identify, directly or indirectly, an individual who is alive, then it is considered personal data.

It is based on some concepts, which are:


  • Sensitive personal data is information relating to racial or ethnic origin, religious belief, political opinion, union or organization affiliation, health, sexual life or genetic or biometric data;
  • Anonymized data refers to a holder who cannot be identified;
  • Database is the structured set of personal information;
  • Holder is the person to whom the data refer;
  • Controller is the person responsible for making decisions regarding data processing;
  • Operator is the one who performs the treatment on behalf of the controller;
  • Consent is the free expression by which the holder allows the use of the data (the burden of proof is on the controller);
  • Report on the impact of the protection of personal data is the controller documentation describing the data processing process that may create a risk to civil liberties.

Therefore, the central point of the LGPD is the need for the consent of the holder to store their data.

When it comes to the use of data for B2B business purposes, it is not illegal since the data obtained refers to the company’s contacts.

And this data is related to the public IP.

Also read: What Is IP Address And Everything You Should Know

So, it is a case of using your initiative with the data you do have and making things happen to discover who from a company has been looking at your site.

Many times it can lead to positive relationships during the adventure to find the exact individual, using due-diligence of logical thought process.

Starting with approaching the job titles who you would usually do business with, from the departments who are most likely to be looking at your products and services.


Website Visitor Tracking And Google Analytics

Providing one of the most competitive Website Visitor Tracking Software products on the market, it is very often during the sales process that we experience the question –

“Why do I need a B2B Website Visitor Tracking software when I can access Google Analytics?”

The primary reason being is that Google Analytics standard platform is completely free of charge. Therefore it is a perfectly suitable query to have.

Why would you pay money for a service which you can get for free? You wouldn’t.

The reason Google Analytics is free is because it is a website traffic checker but doesn’t work as a B2B IP Tracking system – and the two have many differences.

The main point, as we explain before, being the identification of businesses on your website, which can be used for direct lead generation purposes and sales prospecting.

But it was not always so.

On February 4, 2020, Google launched a change in Google Analytics, which started to define the dimensions of Service Provider and Network Domain as “not defined” for all new data.

This means that before that data was accessible, but not anymore.

Although there are areas where Website Visitor Tracking and Google Analytics will overlap in terms of website traffic tracking, they do specialise in different aspects, overall.

Read: The Benefits of Using Business IP Tracking Software


How Does Google Analytics Work? 

Google Analytics is a tool that will track your anonymous website analysis and traffic.

The platform will give you access to a wide range of analytical features and you can view your data in numerous reporting styles, like:


  • Real-time
  • Audience
  • Acquisition
  • Behaviour
  • Conversions

Further to this, it will give you key metrics from each area.


website visitor tracking - comparing with google analytics

There are endless customizable options available with Google Analytics to track everything which is happening on your site.

All of the activity, where it is coming from, where it is going, and how long it is staying. It is a Swiss Army Knife for analytics, with detailed functionality.

However, it is a complex system and unless you have spent a significantly large amount of time learning the ins and outs of Google Analytics, it can be quite overwhelming to explore the platform to its greatest potential.

But in any form, it is an amazingly valuable information source.

Keep reading: Data Analysis Tools As Google Analytics Alternatives


Quantitative vs. Qualitative Data and Analysis

Website Visitor Tracking is more focused on qualitative data, less quantity but identification of companies allowing a quality substance.

Opposed to Google Analytics quantitative insights which there are far more of, in numerical, anonymous format.

Google Analytics has a very broad usage for many businesses and websites which might, or might not, be profit driven.

You know you are getting traffic but you can’t instruct immediate action to it. You can use the insights from it to prepare for the future of your traffic.

Neither of these approaches can be classified as right or wrong – both are hugely useful, but it depends on what your business needs is, exactly.


Whether using Google Analytics or a Web Visitor Tracking

The overriding point is that there is no need to use these tools in isolation.

Google Analytics is an extremely valuable tool for businesses. In fact, we use it here ourselves, every single day. We can’t stress this enough.

Because, to be honest, Website Visitor tracking is not a competitor of Google Analytics.

They are to be used in conjunction so that you receive the core benefits which each provides, as a combination.

We recommend to absolutely maximise the use of Google Analytics, it is free!

But for not a lot of expense, you can be putting real business names to the sometimes ambiguous metrics and create additional leads and follow-up opportunities instantly.

Google Analytics is for understanding your traffic and how your website is performing.

Website Visitor Tracking will help you identify it and is for assisting sales and instigating activity with subjective data.

A combination of both gives you complete marketing and sales functionality.


Start A Free Trial

Whoisvisiting offers a full-access 14-day Free Trial.

This includes unlimited usage of the tool, features and access to data.

Within this period you can ensure everything is set up appropriately to help you maximise the potential of the trial period and all of the hits processes on your website.

There is no limit to how many users can be added to the platform so everyone can explore the tool. Support will be available throughout to assist your trial experience.

You will be able to qualify the value of website visitor tracking software for your business. And build an alternative pipeline of prospects and leads which would have been undiscovered.

Start identifying businesses now.


Book A Demonstration

If you would like to see the tool in action, please book a demonstration at a time that is convenient.

Demonstrations overview a short introduction to website visitor tracking, allow us to understand your requirements from the tool, and suggest any configurations which will contribute to obtaining more value.

You will also be able to ask any questions directly.


Ant Musker

Author Ant Musker

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