The best website visitor identification tool depends on whether you need to know which person visited or only which company. Person-level tools (Avina, RB2B, Warmly) resolve a visitor to a named contact. Company-level tools (Leadfeeder, Lead Forensics, Factors.ai, most of 6sense and Apollo) resolve a visitor to an organization through IP matching. Most outbound teams get more from person-level identification, but only if the identified visitor is then scored and routed instead of dumped into a Slack channel.
Person-level vs company-level identification
This is the first decision, and it changes which tools are even on your shortlist.
| Approach | What you get | How it works | Main limitation |
|---|---|---|---|
| Company-level | The organization behind the visit | Reverse IP lookup matched to a company database | Remote work and VPNs blur the match, and you still need to find the right contact |
| Person-level | A named contact and usually a LinkedIn profile | Pixel plus identity resolution against opted-in data networks | Coverage varies by geography and by how much of your traffic is B2B |
| Person-level plus signals | A named contact, scored against your ICP and other buying signals | Identity resolution combined with hiring, funding, and technology signals | Requires you to define an ICP so scoring means something |
The tools compared
| Tool | Level | Best for | Starting price |
|---|---|---|---|
| Avina | Person-level plus 18 signal categories | Teams that want visitors scored against an ICP and routed into outbound | $259/mo |
| RB2B | Person-level, US traffic | Teams that want low-cost Slack alerts on named visitors | Free tier; paid from $79/mo |
| Warmly | Person-level | Teams that want visitor ID tied to on-site AI chat and AI SDR outbound | Free tier; paid from $10K/yr, annual only |
| Leadfeeder (Dealfront) | Company-level | Teams with strong European traffic | From $99/mo |
| Apollo | Company-level add-on | Teams already using Apollo as their database | From $49/mo, visitor ID as an add-on |
| 6sense | Company-level plus third-party intent | Enterprise ABM teams | Custom |
| Factors.ai | Company-level | Marketing teams that want attribution tied to visits | Free tier; paid from $6,000/yr |
Pricing in this category changes often and enterprise tiers are quoted individually. Treat these as starting points and confirm with each vendor.
Avina: identification plus scoring and outbound
Avina identifies visitors at the contact level through an opted-in consumer data network and a waterfall enrichment pipeline that includes RB2B alongside other providers. The point of the waterfall is match rate: no single identity provider covers every visitor. After identification, each visitor is scored against your ICP and combined with 18 signal categories such as hiring, funding, and job changes, then routed into AI-driven outbound. The practical difference is that a visitor from a company that just raised a round and is hiring in your target function is treated differently from someone who clicked in from a job board.
RB2B: the simplest way to start
RB2B resolves visitors to LinkedIn profiles with a browser pixel and pushes matches into Slack. It is fast to set up and inexpensive. The tradeoffs are that person-level matching is limited to US traffic and that it is a single-signal tool: it tells you who visited, not whether they fit your ICP or what else is happening at their company. See Avina vs RB2B and our RB2B alternatives guide.
Warmly: visitor ID with on-site chat
Warmly pairs de-anonymization with real-time AI chat and an AI SDR for outbound. It suits teams that want a visitor to trigger an immediate conversation on the page. The commitment is larger: paid plans are annual. See Avina vs Warmly.
Leadfeeder, Apollo, 6sense, and Factors.ai: company-level options
Leadfeeder (now part of Dealfront) is the most common company-level choice, with European coverage as its edge. Apollo's visitor feature is a convenient add-on if Apollo is already your database. 6sense treats visitor data as one input into enterprise ABM scoring. Factors.ai ties visits to campaign and revenue attribution. None of them tell you which individual to contact, which is why many teams pair them with a separate enrichment step.
What happened to Koala
Koala, once a common name on these lists, shut down its platform on September 30, 2025 after Cursor acqui-hired its team. If you are looking for a replacement, see Koala alternatives.
How to choose
- You want visitors scored and routed into outbound: a person-level platform with signals, such as Avina.
- You want the cheapest possible start with US traffic: RB2B.
- You want a visitor to trigger live chat: Warmly.
- Your traffic is mostly European: Leadfeeder.
- You live in Apollo already: its add-on avoids a new vendor.
- You run enterprise ABM: 6sense.
- Attribution is the goal: Factors.ai.
Before buying, run any tool against a two-week sample of your own traffic and check three numbers: the share of visitors identified, the share of identified visitors who match your ICP, and how many you would actually contact. Identification rate alone is a vanity metric.
Finally, confirm each vendor's consent model and your GDPR and CCPA obligations before deploying a pixel, and involve your legal team.
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