When comparing your RB2B data with Google Analytics (GA), it’s important to understand that both platforms collect, process, and report data differently.
While Google Analytics provides a view of all website activity, RB2B focuses specifically on identifiable, US-based person-level visitors — those RB2B can match to a real identity.
Because of this fundamental difference, direct one-to-one comparisons between RB2B and GA are not always accurate unless filters and context are applied. This guide explains how to make meaningful comparisons and what metrics to focus on.
Understanding Person-Level Visitors in RB2B
In the RB2B dashboard, your total person-level visitors are the sum of:
New Profiles — visitors identified for the first time.
Repeat Profiles — returning visitors who have been identified previously.
Together, these represent all individuals RB2B has successfully resolved to a person-level identity during a given time period.
This number will not match your total visitor count in Google Analytics, because GA includes all users (including anonymous and non-US visitors), while RB2B only includes identified, US-based visitors.
Focus on US-Based Traffic
RB2B’s identity resolution technology currently applies only to US-based visitors.
This means any person-level data (New + Repeat Profiles) reflects only traffic originating from the United States.
To make an accurate comparison in Google Analytics:
Open your GA report for the same time range.
Apply a country filter for United States.
Use this filtered data set for all comparisons with RB2B.
This ensures that both platforms are measuring the same geographic audience, allowing you to compare like-for-like data.
Understanding “Visitors” vs. “Engaged Visitors” in Google Analytics
In Google Analytics 4 (GA4), the Total Users metric represents every user who triggered any event or pageview — including those who bounced quickly or showed minimal engagement.
RB2B, however, focuses on visitors who load and interact with your site long enough for the identification script to execute successfully.
To make a meaningful comparison, you should compare RB2B’s person-level visitor count against the Engaged Visitors metric in GA, not the total user count.
Engaged Visitors in GA are defined as users who meet one or more of the following criteria:
Have at least one session lasting 10 seconds or longer
Viewed two or more pages
Triggered a conversion event
This distinction matters because RB2B cannot identify users who leave before the script runs — similar to how GA only counts a user as “engaged” if they meaningfully interact with the page.
By aligning these definitions, you’ll see a much closer correlation between RB2B person-level visitor data and GA’s Engaged Visitors metric.
Typical Resolution Rate
As a general benchmark, your RB2B person-level resolution numbers will typically equal 40–45% of your Engaged Visitors in Google Analytics (after filtering for US-based traffic).
This ratio can vary depending on:
The composition of your audience (US vs. international)
Site speed and how quickly the RB2B script is allowed to execute
Visitor consent settings and cookie banners
Overall traffic volume and source mix
A consistently lower percentage may indicate that your RB2B script is firing late, being blocked by cookie policies, or not loading on all pages.
Making the Most of Your Comparison
To ensure you’re interpreting your data accurately:
Compare RB2B’s total (New + Repeat Profiles) against Engaged Visitors in GA.
Filter Google Analytics data to US-only traffic.
Align the date range in both platforms.
Expect your RB2B person-level total to reflect roughly 40–45% of your GA engaged traffic.
By following these steps, you’ll develop a more accurate understanding of how RB2B’s person-level resolution correlates with overall site engagement — helping you better measure the impact of your marketing and lead generation efforts.