What is IP Tracking and How Does it Work?
IP tracking is a method to identify companies based on their IP address. When a visitor opens your website, their device sends an IP address – a unique identifier of the network they’re using. Platforms like Leadinfo compare this IP address with extensive databases to determine which company it belongs to.
The process in a nutshell:
- A visitor opens your website from a company network
- Leadinfo detects the IP address and network metadata
- The system searches for the company in a database of 220 million European business profiles
- You immediately see company name, sector, size, and location
Important: IP tracking as Leadinfo applies it collects only business data. No personal data is processed. It’s completely cookieless and complies with Article 6(1)(f) of the GDPR (legitimate interest). The identification rate for quality platforms is between 35-40% in Europe.
Factors That Influence IP Tracking Reliability
Not all IP addresses are equally easy to link to a company. Various factors determine accuracy:
Quality of the IP Database
The more recent and complete the underlying business database, the higher the identification rate. Leadinfo works with real-time updates and nightly refresh cycles to guarantee maximum accuracy.
VPNs and Proxies
When visitors use a VPN, their actual IP address is masked. This occurs especially with remote workers or companies with strict security policies.
Dynamic IP Addresses
Consumer ISPs often assign dynamic IP addresses that change per session. Business networks, however, typically use static or semi-static IPs, making identification more reliable.
Difference Between B2B and B2C Traffic
Identification works best for visitors browsing from an office network. Home workers on consumer internet are harder to trace, unless they connect via a company VPN or fixed IP address.
For companies that value privacy and compliance, it’s essential to understand how GDPR and visitor tracking work together.
How Leadinfo Ensures Maximum Identification Accuracy
Leadinfo combines multiple technologies to maximize reliability:
Proprietary EU Company Graph
The database contains 220 million European business profiles with the deepest coverage in Benelux, DACH, UK, and Nordics. Real-time enrichment ensures current data.
ASN Mapping and Network Metadata
By analyzing Autonomous System Numbers (ASNs), Leadinfo can also identify companies that use multiple IP ranges or operate via cloud infrastructure.
Compliance by Design
Leadinfo is ISO 27001:2022 certified and hosts all data in the EU (Ireland + Frankfurt). No cookies are used and no fingerprinting takes place.
Automatic Validation
Every identification is verified against multiple data sources. When in doubt, a visitor is not shown as ‘identified’.
This results in a consistent identification rate of 35-40%, the highest in the European market. For many companies, this means hundreds of new lead opportunities per month.
Want to know more about how to use this in practice? Check out our resources and guides.
Practical Examples: What Can You Expect?
The value of IP tracking becomes truly clear in practice. Here are some realistic scenarios:
Example 1: B2B SaaS Company
A software company receives 2,000 visitors per month. With an identification rate of 38%, 760 companies are recognized. Of these, 150 companies match their ICP. By following up on these companies directly, their MQL volume increases by 40%.
Example 2: Marketing Agency
An agency discovers that clients return an average of 3-4 times before making contact. By receiving these signals via Slack, they can follow up proactively and double their conversion ratio.
Example 3: Manufacturing
A manufacturer sees that different departments of large corporations visit their product pages. These insights enable them to launch ABM campaigns that result in two enterprise deals per quarter.
It’s important to note that the identification rate varies by industry and target audience. B2B-heavy websites with lots of office traffic score higher than consumer-oriented sites.
Automation Increases Impact
Leadinfo integrates with 70+ tools, including HubSpot, Salesforce, and Pipedrive. Identified companies are automatically created as leads, ensuring no opportunity is lost.
Privacy and Compliance: 100% GDPR-Compliant
An important question with IP tracking is always: is this allowed? The answer is a resounding yes, provided you do it the right way.
Legal Basis: Article 6(1)(f) GDPR
Leadinfo operates based on legitimate interest. Companies have the right to know which other companies show interest in their services. Because Leadinfo processes only business data and no personal data, consent is not required.
No Cookies or Fingerprinting
Leadinfo doesn’t place tracking cookies and doesn’t use device fingerprinting. The technology works entirely server-side, which means there’s no impact on your website’s loading speed.
EU-Only Hosting
All data is processed and stored in European data centers (Ireland and Frankfurt). No transfers take place to the US or other third countries.
ISO 27001:2022 Certified
Leadinfo is audited annually by LRQA. This guarantees that all security and privacy processes meet the highest international standards.
Opt-Out Option
Companies can opt out via the Leadinfo opt-out page. These requests are processed within 48 hours.
Through this strict compliance approach, IP tracking with Leadinfo is 100% GDPR-compliant and safe to deploy.
Key Takeaways
IP tracking is a reliable method to convert anonymous business traffic into valuable company insights. The key points:
- Realistic Identification Rate: 35-40% for European B2B traffic
- Privacy-First: Fully GDPR-compliant, no cookies, no personal data
- Data Quality: Dependent on database coverage and update frequency
- Maximum Impact: Combine with CRM integrations and automation
For marketers who want to stop guessing and start acting, IP tracking offers a powerful solution. By choosing the right technology – like Leadinfo with ISO 27001 certification and EU-only hosting – you ensure that you work not only effectively but also compliantly.
Curious about the possibilities for your company? Check out our pricing and packages.
Frequently Asked Questions
Is IP tracking allowed under GDPR?
Yes, IP tracking is permitted when it concerns business data and you operate under legitimate interest (Article 6(1)(f) GDPR). Leadinfo processes no personal data and fully complies with GDPR. All data is hosted in the EU (Ireland + Frankfurt) and no cookies are used.
What is a realistic identification rate?
In the EU, the identification rate is between 35-40% for quality platforms like Leadinfo. This means that approximately one-third of your business visitors can be identified. The exact rate depends on your target audience and the amount of B2B traffic.
Does IP tracking work for international visitors?
Yes, Leadinfo’s database contains 220 million European business profiles with strong coverage in the Netherlands, Belgium, Germany, Austria, Switzerland, the United Kingdom, and the Nordics. For visitors outside Europe, the identification rate is lower.
Does IP tracking affect my website’s loading speed?
No, Leadinfo works entirely server-side and has no impact on your website’s frontend performance. No heavy scripts are loaded and the implementation consists of a lightweight tracking pixel.
