Why does 98% of your website traffic remain unidentified?
Most B2B websites convert less than 2%. The rest of your traffic disappears without a trace. You don’t know who they were, what they were looking for, or why they left. Analytics shows charts and behaviour, but no company names.
That’s because traditional tracking focuses on sessions and clicks, not on identity. Without additional tools, you’re left guessing. Are they competitors? Potential customers? Students? You can’t act on data you don’t have.
IP tracking solves this. It recognises companies based on their network connection. This way, you transform website visitors into concrete leads that marketing and sales can follow up directly.
How does IP tracking work for business identification?
IP tracking analyses the network metadata of visitors. Every device that connects to the internet has an IP address. That address is linked to a network provider. For businesses, this is often a fixed corporate network.
Leadinfo compares those IP addresses with a European company graph of ±220 million profiles. This way, we match companies to their network infrastructure. The result: you see the company name, sector, size, and their behaviour on your site.
This happens fully automated. You place a script on your website. From that moment, Leadinfo identifies visitors in real-time. No manual work, no complex setup. You’re live within 5 minutes.
Important: we identify companies, never individuals. No names, no email addresses, no personal details. Only business-level data. That makes it 100% GDPR-proof under Article 6(1)(f) – legitimate interest.
What can you see with IP tracking?
With IP tracking, you get a clear picture of your B2B traffic. You see:
- Company name and location: which company visits your site and from which office.
- Pages visited: which content attracts their attention.
- Session depth and duration: how intensively they explore your site.
- Repeat visitors: who returns and possibly shows buying intent.
- ICP match: does this company fit your ideal customer profile?
- Technology stack: which tools they use (selectively available).
This data helps you set priorities. An ICP match that visits your pricing page three times? That’s a hot lead. A one-time visit to your blog? Useful, but less urgent. This way, you focus marketing and sales on accounts with actual buying intent.
IP tracking and privacy: 100% GDPR-compliant
Privacy isn’t a side issue, it’s the foundation. That’s why Leadinfo works cookieless. No tracking cookies, no device fingerprinting, no personal data. We identify companies, not people.
Our legal basis is Article 6(1)(f) GDPR: legitimate interest. Companies that generate business traffic may know which other companies show interest. That’s a lawful commercial purpose. No consent needed, no cookie banner required.
Leadinfo hosts all data in the EU. Servers are located in Ireland and Frankfurt. No American cloud processors, no transfers outside Europe. Fully Schrems II compliant. We’re ISO 27001:2022 certified and audited annually by LRQA.
Companies that don’t want to be identified can opt out via our opt-out page. The block becomes active within 48 hours. Full transparency, as our GDPR documentation explains.
What’s the difference between IP tracking and cookies?
Cookies and IP tracking seem similar, but work fundamentally differently.
Cookies collect behavioural data at individual level. They track what one user does, across multiple sites. That requires consent under GDPR. Without a cookie banner, you can’t place them. And more and more browsers block cookies by default.
IP tracking identifies companies, not persons. It works at network level and looks at business connections. No consent needed, no cookies, no privacy-invasive technology.
The big advantage: IP tracking keeps working in a cookieless future. While cookies disappear, business identification remains valid. Leadinfo combines both advantages: insight without privacy risk.
How do you use IP tracking for lead generation?
IP tracking gives you data. But data alone doesn’t generate leads. You need to act on it. Here are five ways:
1. Identify high-intent accounts
See which ICP companies visit your pricing page or product pages. They show buying intent. Prioritise them in your outreach.
2. Sync to your CRM
Leadinfo integrates with HubSpot, Salesforce, Pipedrive, and 70+ other tools. New companies automatically become leads or accounts. This keeps sales organised.
3. Set up real-time alerts
Get a Slack notification when a target account visits your site. Ideal for ABM campaigns. Sales can follow up immediately.
4. Retarget cookieless
Export identified companies to LinkedIn Matched Audiences or Google Customer Match. This way, you retarget visitors through the entire funnel without cookies.
5. Measure campaign ROI per company
See which channels (SEO, Ads, LinkedIn) attract which companies. Optimise your budget based on ICP quality, not just volume.
Key insights about IP tracking
IP tracking makes anonymous business traffic visible. It identifies which companies visit your website, without collecting personal data. Fully cookieless, 100% GDPR-compliant.
You don’t just see who visits your site, but also what they do. Which pages attract attention? Who returns? Which companies fit your ICP? These insights help marketing and sales work focused.
Leadinfo offers the highest identification rate in Europe: 35-40%. That means that out of every 100 visitors, 35 to 40 are identifiable as companies. The rest remains unidentified, for example because they browse via a residential network.
Want to see which companies visit your site today? Convert visitors into customers with Leadinfo’s cookieless identification.
Frequently asked questions
Is IP tracking allowed under GDPR?
Yes, for business identification, IP tracking is permitted under Article 6(1)(f) GDPR. It concerns legitimate interest. Leadinfo only collects business data, no personal data. Companies can opt out via the opt-out page.
How accurate is IP tracking?
Leadinfo identifies 35-40% of EU traffic. That’s the highest identification rate in Europe. Accuracy depends on business networks and IP quality. Residential IP addresses are harder to match than corporate networks.
Can I see individual persons with IP tracking?
No, IP tracking only shows company information. No names, email addresses, or personal details. That makes it GDPR-proof. For personal follow-up, you use LinkedIn or CRM enrichment based on the company data.
Do I need a cookie banner for IP tracking?
No, Leadinfo works 100% cookieless. No cookie banner or consent required. IP tracking falls under legitimate interest. Transparency via your privacy policy is sufficient.
What’s the difference between Leadinfo and Google Analytics?
Google Analytics shows what visitors do: pages, sessions, conversions. Leadinfo shows which companies visit your site: name, sector, behaviour. Leadinfo works cookieless and is GDPR-first. Both tools complement each other for complete insight.
