The short answer
Website visitor tracking software comes in two kinds. Analytics tools, such as Google Analytics 4, Microsoft Clarity and Hotjar, show what visitors do on your website, but not who they are. B2B visitor identification tools, such as Warm AI, Leadfeeder, Snitcher, RB2B and Lead Forensics, show which companies visit, and some can name individual visitors in the US. Many B2B teams use one of each: analytics to improve the website, and identification to follow up with the companies that visit.
We make Warm AI, so we have an interest. To keep this fair, every price comes from each company's own pricing page, checked on 12 October 2026.
The two kinds of visitor tracking software
| Analytics tools | B2B visitor identification tools | |
|---|---|---|
| The question it answers | What are visitors doing on my website? | Which companies and people are visiting? |
| What you see | Page views, traffic sources, clicks, scrolling, session recordings | Company names, the pages each company read, and named people for US visitors with some tools |
| Names the visitor's company | No | Yes |
| Examples | Google Analytics 4, Microsoft Clarity, Hotjar | Warm AI, Leadfeeder, Snitcher, RB2B, Lead Forensics, Albacross, Warmly |
| Typical cost | Free to start | Free plans, or paid plans from about $49 a month. Some tools sell annual contracts from $10,000 a year |
| Used by | Marketing and web teams | Sales and marketing teams in B2B companies |
The best analytics tools for tracking website visitors
Google Analytics 4
Google Analytics 4 is free and shows how many people visit, where they come from and what they do. It does not name the companies or people behind visits. Google's rules say no data should be sent to it that Google could recognise as personally identifiable information.
Microsoft Clarity
Microsoft Clarity is free, with what Microsoft describes as "No limits on traffic". It records sessions and shows heatmaps of where visitors click and scroll, so you can see where people get stuck. Like GA4, it does not tell you who the visitor is.
Hotjar (now part of Contentsquare)
Hotjar's pricing page now leads to Contentsquare, which includes Hotjar's tools. The free plan covers 200,000 sessions a month with session replays, heatmaps and funnels. Paid plans start at €49 a month, or €40 a month billed yearly.
The best B2B tools for tracking who visits your website
These tools match visits to companies, mostly by looking up the visitor's IP address, and some can name individual US visitors.
| Tool | What it shows | Starting price | Free trial or plan |
|---|---|---|---|
| Warm AI | Companies everywhere. Named US visitors, with LinkedIn and email where available | £89/month for 50 IDs, or £62/month billed annually. A named US visitor uses 2 IDs | 14 days, no card needed |
| Leadfeeder | Companies. Contacts with credits | Free plan. Paid from €79/month billed annually | Free plan and 14-day trial |
| Snitcher | Companies. Contacts when you choose to reveal them | Advertised from $49/month | 14 days, no card needed |
| RB2B | Companies. Named US visitors on paid plans | Free plan. Paid from $79/month | Free plan and 7-day Pro trial |
| Lead Forensics | Companies. Business contacts where available | Not published | One-week trial |
| Albacross | Companies. Contacts with credits | €59/month billed yearly, or €84 monthly | 14 days, no card needed |
| Warmly | Companies and people. Chat and AI agents on higher plans | $10,000/year, or $4,875/quarter | No free plan listed. Quarterly billing available |
Prices are as shown on each company's pricing page on 12 October 2026, in the currency each one uses. Check before you buy, as they change. For a full comparison of these tools, see our guide to the best website visitor identification software.
Can you track anonymous website visitors?
Partly. What a B2B tool can tell you depends on where the visitor is:
- Companies, anywhere. Most B2B tools match a visitor's IP address to the company that uses it. Matches are usually easier for office networks than for home broadband or mobile networks.
- Named people, mainly in the US. Some tools, including Warm AI and RB2B, name individual US visitors with their LinkedIn profile. RB2B says its person-level identification is "a US-only technology with a US-only database".
- Companies only, in the UK and EU. Warm AI and RB2B show UK and EU visitors as companies, not people.
No tool identifies every visitor. Visitors on mobile networks, home broadband or VPNs are harder to match to a company.
Do you need cookie consent for visitor tracking?
In the UK and EU, usually yes, for both kinds of tool. The rules cover any tool that stores or reads information on the visitor's device, including cookies, local and session storage, pixels and scripts. The UK now has a narrow exception for some analytics, but the ICO says it is not for identifying, tracking or monitoring people. Our guide to cookie consent for visitor identification explains the rules.
How to choose
- Decide what you need to know. If you want to improve your website, start with analytics. If you want to know which companies to follow up with, you need a B2B identification tool.
- Check where your visitors are. Named people are mainly available for US traffic. For UK and European traffic, compare how many companies each tool identifies.
- Run a trial on your own traffic. Install the tool for as long as the trial allows, ideally two weeks, and count the companies that fit your ideal customer, not the total.
For a fuller checklist, see our buying guide.
Frequently asked questions
What is website visitor tracking software?
Software that records how people use your website. Analytics tools show what visitors do. B2B visitor identification tools also show which companies visit, and some can name individual US visitors.
Can Google Analytics show which companies visit my website?
No. Google Analytics 4 shows what visitors do but does not name the companies or people behind visits. To see company names you need a B2B visitor identification tool.
What is the best free website visitor tracking software?
For analytics, Google Analytics 4 and Microsoft Clarity are free. For seeing which companies visit, some tools, such as Leadfeeder and RB2B, have free plans, and Warm AI has a 14-day free trial with no card needed.
Can I see exactly who visited my website?
For US visitors, some tools can name individual people. For UK and EU visitors, tools such as Warm AI show the company rather than the person.
What is the difference between visitor tracking and visitor identification?
Visitor tracking usually means analytics: what visitors do on your website. Visitor identification means finding out which company, or in the US which person, the visitor is.
Is website visitor tracking legal in the UK?
It can be. In the UK and EU, tools that store or read information on the visitor's device usually need cookie consent, and you need a clear privacy notice. See our GDPR guide.
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