Company-Level Identification
In addition to identifying individuals, RB2B provides company-level identification through its partnership with Demandbase. This allows businesses to recognize and engage organizations showing interest in their website, even when person-level details are not available.
Company-level visitors can be viewed in the dashboard at:
https://app.rb2b.com/companies
What Is Company-Level Identification?
Company-level identification occurs when RB2B can determine the organization a visitor belongs to, even if it cannot identify the specific person. In these cases, RB2B captures and delivers company-related information such as: RB2B’s visitor identification capabilities also include person-level identification, which resolves 40–45% of U.S.-based website traffic to a person-level ID. Together with company-level identification, this enables a total identification rate of 70–80% for U.S.-based traffic.
Company name
Company website URL
Industry classification
Number of employees
Revenue
This helps teams understand which organizations are engaging with their site and prioritize outreach based on real buying intent.
How Company-Level Identification Works
RB2B’s company-level identification follows a privacy-conscious, data-driven process:
Activation and Screening
When a visitor arrives on your site, the RB2B tracking script activates and evaluates the visit. Company-level identification is now attempted for all traffic by default, including international visitors.Data Correlation
RB2B analyzes network-level signals and device intelligence, correlating them against known corporate domains and business networks.Company Match
Even when an individual cannot be identified, RB2B can often determine the visitor’s company using robust network mapping and business datasets.Data Delivery
Matched company information is securely delivered to your dashboard and integrations, giving you visibility into organizations researching your product.
This process ensures consistent insight while respecting applicable privacy standards.
Company-Level Identification Is Now Always On
Historically, RB2B offered a setting that allowed customers to enable or disable international company-level tracking. As part of recent plan and billing updates, that setting has been removed.
Company-level identification, including global traffic, is now enabled by default for all accounts and is considered part of RB2B’s core service.
There is no longer a separate toggle to enable or disable international company-level tracking.
Important Notes About Company-Level Identification
Company-level identification is available across all paid plans.
Company-level identifications consume credits.
Identified companies may include visitors from outside the United States.
Person-level identification remains restricted to U.S.-based visitors only.
Accuracy of identification may be affected by account sharing at workplaces or device sharing in households, potentially leading to mismatches.
Benefits of Company-Level Identification
Company-level identification enables several core use cases:
Broader Awareness
See which companies are engaging with your site, even when individuals remain anonymous.Account-Based Marketing (ABM)
Identify target accounts already showing intent and tailor campaigns accordingly.Sales Enablement
Give sales teams early visibility into organizations researching your product.Pipeline Expansion
Surface new opportunities from companies that have not yet converted.Global Insight
Understand interest from international companies by default, without additional configuration.Metric Clarity
Company-level and person-level metrics are distinct. A single company may include multiple individual visits.
Company-Level Identification Rates
When combined with person-level identification, RB2B users typically achieve total identification rates of approximately 70–80% of U.S.-based traffic on average:
40–45% person-level identification
An additional 30–35% company-level identification
These combined insights provide a strong foundation for real-time lead generation and sales prioritization.
Recommendations for Improving Identification Accuracy
To minimize identification errors, consider the following best practices:
Encourage unique logins for workplace tools to reduce account-sharing issues.
Educate users about the impact of device sharing on visitor identification.
Regularly review and update identity signals to ensure they are accurate and up-to-date. By understanding RB2B's identification methods and addressing common challenges, you can maximize the accuracy and effectiveness of your visitor profiling efforts.
Common Challenges in Visitor Identification
While RB2B's identification capabilities are highly effective, certain challenges can lead to mismatches or inaccuracies in visitor attribution. These include:
Account Sharing at Workplaces:
When multiple colleagues share logins for tools such as CRMs or email platforms, the identification process may attribute the visit to the person associated with the shared account rather than the actual visitor.
Device Sharing in Households:
If multiple individuals share a single device, previously stored identifiers in the browser can cause the system to attribute the visit to a different person who uses the same device. These scenarios can result in leads being identified as individuals who claim they never visited the site or heard of the company. However, the tracking script itself remains functional in these cases.
Interpreting Visitor Metrics
RB2B reports visitor data in two distinct ways:
Company-Level Metrics: Unique companies identified, aggregating both person- and company-level visits.
Person-Level Metrics: Individual visitors identified at the contact level.
Tip: Do not sum company-level and person-level metrics together, as this can result in double counting. Use each metric in its respective context.
Integrations and Company-Level Profiles
By default, company-level identification is enabled across RB2B. However, you can control whether company-only profiles are sent to specific integrations such as HubSpot, Salesforce, Slack, and others. This can be managed within each integration’s settings using the “Send company-only profiles” toggle.
Global Company-Level Identification
Company-level identification now operates globally by default across all accounts. This includes visitors from outside the United States and applies uniformly across regions, including the European Union.
RB2B’s company-level tracking is designed to align with GDPR principles and similar privacy frameworks. While company-level identification may occur globally, person-level identification is never performed outside the United States.
Consent and Compliance Considerations
RB2B does not enforce consent on your behalf. You are responsible for ensuring that your website complies with applicable privacy and consent regulations in the regions where you operate.
This includes:
Using a consent management tool where required
Configuring consent rules appropriately
Updating your privacy policy to reflect company-level tracking
Global company-level identification is now part of RB2B’s baseline functionality, and compliance remains the responsibility of the account holder.