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F4 — Website Visitor Identification

Identify the COMPANIES (not individuals — that's a privacy line we don't cross) visiting your website using IP-to-company reverse lookup via IPinfo. Hot visitors auto-enrich into Contacts so you can reach out before they ever fill out a form. Visitor ID is one of 8 mechanisms surfaced on the Website Capture hub at /dashboard/leadgen/visitors — see "Website Capture Hub" article for the full landscape.

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Steps

  1. Go to Tools > Lead Generation > Website (or /dashboard/leadgen/visitors). The page is now the Website Capture hub — visitor identification is the first card in the install hub at the top of the page; the full visitor feed is below it.
  2. Add the tracking snippet to your website (one-line script tag, copy from the page). It fires a pageview to /api/leadgen/visitor-pageview from every page load.
  3. Visitors appear in the live feed within seconds. Each row shows the company name, industry, employee count, the page they viewed, and a derived "intent score" based on dwell time + page weight (pricing > blog).
  4. Click any visitor → "Promote to Contact" creates a Contact with source=website_visitor and the company filled in. F8 AI SDR can then prospect for the right person at that company on its next run.

Good to know

  • IPinfo API key: provided per-org under Settings > Privacy. Free IPinfo tier is 50K lookups/mo — enough for most sites. Higher volume requires a paid IPinfo subscription (BYOK; we don't resell).
  • We identify COMPANIES from IP, not individuals. Privacy line: no PII on visitors who haven't consented (e.g. via a form fill). The chatbot (F5) is what bridges to individual identity once a visitor opts to engage.
  • Reverse-IP isn't magic — accuracy is ~70% for B2B-heavy traffic and lower for residential ISPs. The denylist removes the obvious noise; expect some "Comcast Cable Communications" rows you'll want to ignore.
  • F7 intent signals reads the visitor feed and adds intent points for repeat visits + pricing-page hits — the same visitor showing up 3 times in a week becomes a hot lead automatically.
Example: A B2B HR-tech vendor watches the visitor feed Friday afternoon. "Patagonia, Inc. — viewed /pricing twice, /case-studies/levi-strauss once, dwell 4m12s". One click promotes Patagonia to a Contact with company=Patagonia, source=website_visitor. Monday morning the AE pulls up Patagonia, F2 prospecting finds the VP of People Operations, F3 outbound enrolls them in the "warm visitor" sequence. 9 days later: discovery call booked.

Troubleshooting

No visitors appearing in the feed
Tracking snippet not installed, blocked by an ad blocker, or your site is too low-traffic to show activity in real time.
Fix: Open your site in an incognito window (no extensions). View the Network tab — you should see a POST to /api/leadgen/visitor-pageview on each page load. If it fires but visitors don't appear, check the Excluded Orgs denylist; you may have excluded "your own company" and you're testing from your office IP.
Every visitor shows as the same ISP (Comcast, Verizon, etc.)
Residential ISP traffic doesn't reverse-resolve to a company. Common when your audience is consumers or you have a high % of mobile traffic.
Fix: Working as designed — reverse-IP only identifies B2B-style office IPs. For B2C lead gen, use F5 chatbot or F6 magnets instead.
IPinfo quota exhausted
Free tier capped at 50K lookups/mo.
Fix: Either upgrade your IPinfo subscription (BYOK) or wait for the monthly reset. Visitor identification pauses but pageviews are still recorded; identification resumes when quota refills.

Plans

Core (Lead Gen is included on every plan). Per-month visitor-lookup caps: Starter 100, Pro 500, Max unlimited*. Marketing suite makes any plan unlimited*. *On unlimited plans (Max or Marketing suite) we still apply a 2,000/mo soft cap on the SHARED IPinfo platform token — at the cap the pageview is recorded but the reverse-IP call is skipped (saved with reason='platform_key_limit'). Connecting a BYOK IPinfo token (org.ipinfoToken in Settings → Integrations) makes visitor lookups truly unlimited and bills against the customer's own IPinfo subscription. On Starter/Pro the operational cap applies regardless of BYOK.

Related

  • F1 ICP Builder (visitors are matched against ICP for hot-lead scoring)
  • F2 Prospecting (find the right person at an identified company)
  • F7 Intent Signals (combines visitor data with email/page behavior)
  • F8 AI SDR (can auto-prospect identified companies)

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