Identify B2B Website Visitors for Free

The Enhanced Detection System: What's New

This isn't just another IP lookup tool. The enhanced version uses 7 different data sources for maximum accuracy:

1. RIPE WHOIS - Excellent for European B2B companies

2. BGPView.io - Advanced ASN/ISP detection

3. IP-API.com - Primary free service with reverse DNS

4. IPWhois.io - Secondary validation

5. IP2Location.io - Enhanced company detection

6. IPAPI.co - Additional geographic data

7. IPInfo.io - Premium accuracy (optional, with token)

The system now filters out 150+ ISPs and hosting providers, including all major Dutch providers like Youfone, Simyo, Ben, HollandsNieuwe, Eurofiber, and dozens more. No more false positives from residential connections.

The Problem with Anonymous Website Traffic

Look at your own numbers. How many percent of your visitors convert? 2%? Maybe 3% on a good day?

The other 97% isn't uninterested. They're just not ready for contact yet. B2B buyers average 27 touchpoints before reaching out. Without identifying website visitors, you're literally missing thousands of warm leads per year.

Here's the interesting part:

Companies have fixed IP addresses. Just like your home address is unique, every corporate network has a digital fingerprint. By matching these with company databases - now enhanced with RIPE, BGPView, and multiple IP intelligence services - you transform anonymous visitors into identifiable companies. From "Visitor from Amsterdam" to "Heineken - viewed pricing page 3 times, spent 12 minutes on ROI calculator".

What You Get with This Enhanced B2B Tracker

• Real-time company identification (40-50% of B2B traffic with enhanced detection)

• Automatic lead scoring (A-F grades based on behavior)

• Hot page alerts (notification when someone views pricing/demo)

• Email & Slack notifications for hot leads

• UTM parameter tracking for campaign attribution

• Conversion event tracking (form submits, demo requests)

• Privacy-first approach with client-side IP hashing option

• Geographic filtering for target markets

The 15-Minute Installation

Step 1: Google Sheets Configuration

1. Open a new Google Sheet

2. Go to Extensions → Apps Script

3. Delete any existing code

4. Paste the complete enhanced tracking script

5. Click Run → initializeSpreadsheet

6. Grant necessary permissions

7. Click Deploy → New Deployment

8. Choose type: Web app

9. Set execute as: Me

10. Set access: Anyone

11. Copy the deployment URL (your webhook)

The system automatically creates 7 tabs:

• Dashboard - Real-time metrics and KPIs

• Companies - Your identified company database

• Live Visitors - Real-time monitoring

• Lead Scores - Automatic qualification with behavior signals

• IP Database - Cached lookups for performance

• Settings - Configuration options

• Conversions - Tracked form submissions and events

Step 2: Google Tag Manager Setup

1. Create a new Custom HTML tag

2. Paste the optimized tracking code with your webhook URL

3. Set trigger to All Pages

4. Configure consent mode for GDPR compliance:

   • Go to Advanced Settings → Consent Settings

   • Require additional consent: analytics_storage

5. Test in Preview mode

6. Publish your container

Step 3: Settings Configuration

Navigate to the Settings tab in your spreadsheet and configure these values:

IPInfo Token: Get a free token from ipinfo.io/signup. This dramatically improves company detection accuracy from 30% to 45%.

Geographic Focus: Enter "Netherlands, Belgium, Germany" or your target countries. Companies from these countries get higher lead scores.

High-Value Pages: Enter "/pricing, /demo, /contact, /roi-calculator" or your important pages that indicate buying intent.

Lead Score Threshold: Set to "40". This is the minimum score to consider a lead qualified.

Hot Lead Score: Set to "70". This triggers email and Slack notifications.

Excluded IPs: Enter your office IP address to prevent tracking your own visits. Use comma separation for multiple IPs.

Email Recipients: Enter "sales@company.com" or comma-separated emails for hot lead alerts.

Slack Webhook: Create a webhook at api.slack.com/apps for real-time Slack notifications.

Auto Enrich: Set to "FALSE" to stay within free limits.

Track ISPs: Set to "FALSE" unless you specifically sell to internet service providers.

Debug Mode: Set to "FALSE" for normal operation, "TRUE" only for troubleshooting.

Allowed Origins: Enter "yourdomain.com" or use "*" for all domains. This is a security setting.

Data Retention Days: Set to "90" for automatic cleanup of old data.

Track UTM Parameters: Set to "TRUE" to capture campaign data.

Hash IPs: Set to "TRUE" for privacy - this hashes IPs client-side.

Skip Slow Connections: Set to "TRUE" for performance - skips tracking on 2G/3G networks.

Getting an IPInfo Token (Free 50k/month)

IPInfo provides superior company detection, especially for European B2B:

1. Visit ipinfo.io/signup

2. Create a free account (no credit card required)

3. Copy your access token from the dashboard

4. Paste into Settings → IPInfo Token field

5. Save the sheet

With IPInfo, detection accuracy improves from approximately 30% to 45% for B2B traffic.

Excluding Incorrectly Identified Companies

Sometimes residential ISPs or VPNs get misidentified as companies. Here's how to clean up:

Method 1: Exclude Specific IPs

• Find the incorrectly identified company in the Companies tab

• Look up their IP in the Live Visitors tab

• Add the IP to Settings → Excluded IPs (comma-separated)

Method 2: Manual Cleanup

• In the Companies tab, simply delete rows with incorrect companies

• They won't be re-added if the same IP visits again (cached as ISP)

Method 3: Improve ISP Detection

The enhanced script already filters 150+ ISPs including:

• All major Dutch providers (KPN, Ziggo, T-Mobile, Vodafone, etc.)

• Hosting providers (AWS, Google Cloud, Azure, etc.)

• VPN services (NordVPN, ExpressVPN, etc.)

• Educational networks (universities, schools)

Understanding the Lead Scoring System

The system calculates four factors for each company:

Behavior Score (0-25 points)

• Very long visit (2+ minutes): 18-25 points

• Long visit (1+ minute): 12-18 points

• Medium visit (30+ seconds): 7-12 points

• Active session tracking: 2-5 points

Intent Score (0-30 points)

• Contact/demo page visit: 22-30 points

• Pricing page visit: 15-23 points

• High-value page visit: 8-15 points

• Paid traffic source: +5-8 points

• Organic search traffic: +3-7 points

• Campaign traffic: +2 points

Fit Score (0-25 points)

• Identified company: 10-18 points

• Target geography match: 4-10 points

• Company size/type match: varies

Engagement Score (0-25 points)

• 5+ visits: 18-25 points (high engagement)

• 3-4 visits: 12-18 points (returning visitor)

• 2 visits: 6-11 points (showed interest)

• First visit: 2-5 points (new prospect)

Total Score Grade

• A (80-100): Hot lead - immediate follow-up

• B (65-79): Warm lead - priority outreach

• C (50-64): Interested - nurture required

• D (35-49): Early stage - monitor activity

• F (0-34): Low intent - general marketing

Slack Integration Setup

Get real-time notifications when hot leads visit:

1. Go to api.slack.com/apps

2. Click Create New App → From scratch

3. Name it "B2B Lead Tracker"

4. Select your workspace

5. Go to Incoming Webhooks → Enable

6. Click Add New Webhook to Workspace

7. Choose your sales channel

8. Copy the webhook URL

9. Paste into Settings → Slack Webhook

Killer Use Cases for B2B Visitor Tracking

Personalized Outreach

"Hi Sandra, I noticed your team at Philips spent time on our API documentation and ROI calculator yesterday. Enterprise clients often have questions about custom integrations. Would a brief overview of our implementation process be helpful?"

Response rates? 5x higher than cold email.

Content ROI Measurement

That €2000 whitepaper? It attracted 12 enterprise companies. Three are now customers. ROI: 847%. But without tracking, you'd never know.

Sales Prioritization

Stop random calling. Focus on companies already showing interest. A warm conversation converts 10x better than cold calling.

Account-Based Marketing

See which target accounts are engaging with your content. Trigger personalized campaigns based on their behavior. Adjust messaging based on pages viewed.

Privacy and GDPR Compliance

Is this legal?

Yes, for B2B tracking. You're identifying companies, not individuals. The system uses only IP-matching with public company databases. No cookies, no personal data.

Best Practices

1. Update your privacy policy to mention B2B visitor identification

2. Enable IP hashing in Settings (already TRUE by default)

3. Offer opt-out via IP exclusion

4. Only use data for legitimate business interest

5. Don't attempt to identify individuals

Transparency Statement Example

"We use B2B visitor identification technology to understand which companies visit our website. This helps us provide better service and relevant content. We do not track individual visitors or personal data. Companies can opt-out by contacting privacy@yourcompany.com."

Limitations of Free B2B Tracking

Let's be honest about what this free tool can and cannot do:

• Identifies 40-50% of B2B visitors (with all enhancements)

• Remote workers and VPNs remain anonymous

• Small businesses with consumer ISPs won't show

• You get company names, not contact persons

• Google Sheets limits: ~1000 visits/day maximum

• API limits: Some services have monthly quotas

For higher volumes or contact-level data, consider paid alternatives like Clearbit, Leadinfo, or Albacross.

Troubleshooting Common Issues

No data appearing?

• Check webhook URL is correct in GTM tag

• Verify Apps Script deployment is set to "Anyone"

• Test with Debug Mode = TRUE

• Check browser console for errors

Too many ISPs showing?

• Verify "Track ISPs" = FALSE

• Add common ISPs to excluded IPs

• Check if IPInfo token is active

Slow tracking performance?

• Enable "Skip Slow Connections" = TRUE

• Reduce "Data Retention Days" to 30

• Clean up old data manually

Getting timeout errors?

• Normal for first visit (cold start)

• Subsequent visits should be faster

• Consider increasing timeout values in GTM tag

Start Today with Enhanced B2B Tracking

Within 15 minutes, you'll see the first companies streaming in. Tomorrow you'll have identified your first hot leads. Next week you'll wonder how you ever lived without it.

The bottleneck in B2B isn't generating traffic. It's knowing WHO that traffic is. This enhanced visitor tracking solves that problem with unprecedented accuracy.

Stop guessing who visits your site. Start identifying them with enterprise-grade detection powered by RIPE WHOIS, BGPView, and 5+ IP intelligence services - all running free in Google Sheets.

The tools and instructions are ready. You just need to begin.

PS: Those 93% silent researchers? They're on your site right now. Time to make them visible.