The State of IP Tracking in 2025: Where Do We Stand?
The B2B website visitor identification market has matured. The average identification rate stands between 30-40% for European business traffic. This percentage depends on data quality, geographical coverage and technical infrastructure.
Privacy legislation now forms the design foundation. GDPR, AVG and DSGVO are no longer an afterthought, but the starting point for product development. Cookieless tracking is breaking through as an alternative to cookie-dependent systems.
Leadinfo achieves an identification rate of 35-40% with full GDPR compliance: business data only, EU-only hosting and ISO 27001 certification. This is the new benchmark for 2026.
Trend 1: Cookieless Tracking Becomes the New Standard
Cookieless tracking identifies companies via IP address without placing cookies. With Leadinfo, you can enable this option in your account settings. The programme then recognises companies based on their IP address instead of cookies. New at Leadinfo: we’re going cookieless explains how this works technically.
Expectation for 2026: 60%+ of B2B tools will offer cookieless tracking as a standard option.
Trend 2: AI-Driven Intent Recognition Improves Accuracy
Machine learning models analyse real-time behaviour to predict purchase intent. Signals such as page depth, return visits, product page views and time on site are combined into an intent score.
Leadinfo uses automatic ICP match scoring. The platform compares visitors with your ideal customer profile based on company size, sector, location and technology stack. High-intent accounts are immediately flagged.
Predictive analytics determines outreach timing. When a company returns multiple times and views your pricing page, sales receives a Slack notification. This increases reply rates and shortens sales cycles.
2026 expectation: AI models will predict not only intent, but also the ideal approach per account.
Trend 3: Privacy-First Architecture Is No Longer Optional
EU-only hosting is becoming mandatory due to Schrems II jurisprudence. Companies storing data in American data centres face legal risk. Leadinfo hosts exclusively in Ireland and Frankfurt.
ISO 27001 certification is developing into the minimum standard. This proves that a tool is audited annually for information security. Leadinfo is ISO 27001:2022 certified by LRQA.
Everything you need to know about Leadinfo and GDPR covers the legal basis: Article 6(1)(f) GDPR — legitimate interest. This basis only works if you collect business data without storing personal data.
Trend 4: Integration Ecosystems Become Decisive
70+ integrations are the new norm. Marketing managers want visitor data in HubSpot, Salesforce, Pipedrive, ActiveCampaign and Google Ads without manual exporting.
Real-time sync is essential. When an ICP match visits your website, it must appear as a lead in your CRM within seconds. Leadinfo synchronises directly with 70+ tools via native integrations and Zapier.
Cookieless retargeting via LinkedIn Ads and Google Ads Customer Match is the new standard. You build audiences based on identified companies without using cookies.
API-first architecture enables custom workflows. Companies build their own automations on top of the identification engine.
Trend 5: Real-Time Alerts and Automation Take Over from Dashboards
Dashboards are passive. Real-time Slack and Teams notifications are active. As soon as a high-intent company visits your site, the sales team receives a notification with company information and pages viewed.
Automatic CRM deal creation eliminates manual work. Leadinfo can create deals, tasks or contacts based on pre-set rules.
Trigger-based workflows replace manual processes. Example: if a company returns 3 times and views your pricing page → create deal + send Slack alert + add to LinkedIn retargeting list.
Focus shifts from reporting to action. In 2026, the question isn’t “who visited my site?” but “what should I do now?”
Frequently Asked Questions
What is the difference between cookieless tracking and cookie-based tracking? Cookieless tracking identifies companies via IP address without placing cookies. With Leadinfo, you can enable cookieless tracking in your account settings. The downside: functionalities such as session grouping and screen recordings are then unavailable. Advantage: fully GDPR-compliant without cookie banner.
Are IP tracking tools GDPR-compliant? Yes, provided they collect business data (no personal data), use EU-only hosting, and operate under legitimate interest (Article 6(1)(f) GDPR). Leadinfo meets these requirements: 100% GDPR-compliant, ISO 27001 certified, and hosted in Ireland + Frankfurt.
What is the average identification rate of IP tracking tools in 2025? In the EU, the average identification rate is between 30-40% for B2B traffic. Leadinfo achieves 35-40% identification. This percentage depends on geographical coverage and data quality.
Can I combine IP tracking with Google Ads remarketing? Yes. Modern IP tracking tools like Leadinfo offer cookieless retargeting via Google Ads Customer Match and LinkedIn Matched Audiences. You build audiences based on identified companies without using cookies.
