Website visitor identification, at company level
Website visitor identification is the practice of working out which organisations are behind the anonymous traffic on your website. Most B2B buyers research for weeks before they ever fill in a form, so the visits that matter most are the ones that leave no name behind. IntentNexa identifies companies visiting your website where the available evidence supports it — and says so plainly when it does not.
Tracking, identification and what they actually mean
These terms are often used interchangeably in this market. They are not the same thing.
- Visitor tracking
- Recording what happened on a website: pages viewed, sessions, repeat visits, referral source. No company or person is named.
- Visitor identification
- Attaching an identity to that recorded behaviour. In B2B this usually means an organisation, not a named individual.
- Company identification
- What IntentNexa does. It associates a visit with an organisation where the evidence supports it, and records how strong that evidence is.
- Individual identification
- Naming the specific person behind a visit. IntentNexa does not do this and does not claim to.
The prioritised evidence hierarchy
IntentNexa prioritises the strongest available evidence first. First-party signals and known-account matches carry more weight than generic network information. Optional external enrichment can add evidence when configured, and a visit stays unresolved when the available evidence does not support a company. The method used is recorded against the company so your team can see where the answer came from.
- 1
First-party signals
Evidence the website owner already holds — a business email domain passed from their own form, or a visit arriving through a campaign link tied to a specific account.
- 2
Known account matching
A domain that matches the customer's own list of known accounts, including alias domains they have added.
- 3
First-party memory
Patterns previously observed and confirmed on that same website, so a repeat visit from a recognised account strengthens rather than starts from zero.
- 4
Available network intelligence
Information about the network a visit came from. Useful as supporting evidence, and on its own rarely enough to name a company.
- 5
External enrichment, where configured
Optional. If a customer connects an enrichment provider, it provides additional evidence below their own signals in the prioritised hierarchy. IntentNexa works without one.
- 6
Unresolved
If nothing above supports a company, the visit stays unresolved and is shown as such.
The network owner is not the visiting company
Network information tells you something about the connection a visit came through. It does not tell you who the visitor works for. Confusing the network owner with the visiting company is a common source of incorrect identification. Three illustrative cases:
Example
A visit arrives from an Amazon data centre network. That does not mean Amazon is the visiting company — it usually means a cloud-hosted connection, so the network owner is not treated as the visitor's employer.
Example
A visit arrives through a campaign link associated with a company on the customer's known account list. That is a legitimate first-party account signal and can identify the account without any external data source.
Example
A visit arrives from an unknown residential broadband connection with no campaign link and no form signal. There is no honest way to name a company, so the visit remains unresolved.
Where to read next
Identification is only half the picture. Once an account is recognised, what matters is the behaviour behind it — and knowing where the process stops.