The short answer
Google Analytics will not show you which companies visit your website. It shows what visitors do, not who they are. To see company names, you have three main options: a website visitor identification tool, which is the quickest; HubSpot's buyer intent feature, if you already pay for HubSpot; or a manual lookup of IP addresses from your server logs, which is free but slow. To see a named person, they usually have to fill in a form, although some tools can name visitors in the US. In the UK and EU, any of these trackers usually needs consent through your cookie banner.
We make Warm AI, so we have an interest. Facts about other tools come from their own websites and help pages, checked on 19 and 20 October 2026.
The 6 ways compared
| Method | Shows company names? | Shows named people? | Cost | Effort | Best for |
|---|---|---|---|---|---|
| Google Analytics 4 | No | No | Free | Low | Seeing what visitors do |
| Microsoft Clarity | No. It shows location, device and browser | No | Free | Low | Watching how visitors use your pages |
| Server logs and an IP lookup | Sometimes. It shows the organisation that holds the IP address, which is often an internet provider | No | Free | High | An occasional check by a technical team |
| Forms and CRM tracking | Only for people who fill in a form | Yes, for those people | Included in most CRMs | Low | Following up known leads |
| HubSpot buyer intent | Yes, for companies HubSpot can match | No | Paid plans. Adding companies to your CRM uses HubSpot credits | Low, if you use HubSpot | HubSpot customers who want company names in their CRM |
| A visitor identification tool | Yes | US visitors only, with some tools | Free plans, or paid plans from €49 or £57 a month, billed annually | Low | Seeing every company that visits, and following up |
1. Google Analytics 4: what it can and cannot show
Google Analytics 4 shows how many people visit, where they come from, which pages they read and what they click. It does not name the companies or people behind visits.
There is a reason for this. Google's policies "mandate that no data be passed to Google that Google could use or recognize as personally identifiable information (PII)." Google also says GA4 uses IP addresses only for tasks such as estimating location, then discards them, and does not log or store them. The old Universal Analytics reports that some guides still mention, "Service Provider" and "Network Domain", no longer exist, and GA4 has no dimension like them.
Use Google Analytics for what it is good at: showing which pages and campaigns bring people to your website.
2. Microsoft Clarity
Microsoft Clarity records sessions and shows heatmaps of where visitors click and scroll. It uses IP addresses to estimate a visitor's location, and you can filter by country, device and browser, but not by company. Microsoft says consent should be obtained for users in the EEA, UK and Switzerland.
3. Server logs and an IP lookup (free, but slow)
Your website's server logs record the IP address of every visit. You can look up an address in the public registry for its region, such as the RIPE Database for Europe or ARIN for the US and Canada. The registry shows which organisation holds that block of addresses.
How to do it:
- Ask your developer or hosting provider for your server logs.
- Pick the visits you care about, such as visits to your pricing page.
- Look up each IP address in the RIPE or ARIN database.
- Check whether the organisation is a business or an internet provider.
What to expect: visits from office networks may show the company. Visits from home broadband, mobile networks and VPNs show the internet provider or VPN company, not the visitor's employer. It takes time, so it suits an occasional check, not daily follow-up.
4. Forms and CRM tracking (known visitors only)
When someone fills in a form on your website, your CRM can connect that person to the pages they read before. HubSpot, for example, says visitors are tracked anonymously, and if a visitor fills in a form, HubSpot links their earlier page views to them using its tracking cookie.
This gives you named people, but only the small share of visitors who fill in a form. It shows nothing about the companies that read your pricing page and leave.
5. HubSpot buyer intent
If you pay for HubSpot, its buyer intent feature identifies visiting companies. HubSpot says buyer intent "connects anonymous web visitors to known companies' IP addresses". It is available on paid Marketing, Sales, Service, Data and Content Hub plans, and on Revenue Hub from Professional. Adding new companies from buyer intent to your CRM uses HubSpot credits.
It shows companies, not named people. HubSpot also says you may need a cookie consent banner on your website.
6. A website visitor identification tool
A website visitor identification tool is the most complete way to see which companies visit. You add a small script to your website. The tool matches visits to companies where it can, and shows you each company's name, what it does, its size and location, and the pages it read. Some tools, including Warm AI and RB2B on its paid plans, can also name individual visitors in the US.
Several tools have free plans or free trials, so you can test one on your own traffic before paying. Leadfeeder's free plan shows the last 100 companies a month, with 7 days of history, and RB2B's free plan identifies companies only, up to 150 identified visitors a month. Warm AI has a 14-day free trial with no card needed. For prices across tools, see our visitor identification pricing guide.
How to set up a visitor identification tool, step by step
- Choose a tool. Check what it shows for visitors in your main countries. Our guide to the best website visitor identification software compares the main options.
- Add the tracking script to every page. Paste it into your website's header, or add it through Google Tag Manager. Most tools give instructions for WordPress, Webflow and other website builders.
- Connect it to your cookie banner. In the UK and EU, set the tool to wait for consent. Warm AI does this by default and works with banners such as Cookiebot, OneTrust and CookieYes. See our guide to cookie consent.
- Wait a week. You need some traffic before the results mean much.
- Filter the list. Remove your own company, existing customers and companies that are not a fit, so you see the visits that matter.
- Send the right visits to your team. Send alerts to Slack or email, or companies to your CRM. See how to alert sales when a target account visits.
- Follow up well. Do not open with "I saw you on our website". Use what they read to shape what you say. Our guide to writing a cold email to a website visitor shows how.
What you see after the first week
Here is an example of what Warm AI shows. Northmere Analytics, Dana Whitfield and Tallowmere Logistics are invented examples.
| Visit | What you see | What to do next |
|---|---|---|
| A visitor from the UK accepts your cookie banner | Northmere Analytics, a software company in Manchester with 51 to 200 employees. Read your pricing page twice this week | Check whether it fits your ideal customer, then reach out to the right person there |
| A visitor in the US reads your integrations page | Dana Whitfield, VP of Sales at Tallowmere Logistics, with her LinkedIn profile | Add her to a HeyReach list or a Valley campaign for LinkedIn outreach |
| A visitor from home broadband | No match | Nothing. Not every visit can be matched |
Why can't you see every company?
No method identifies every visit. Visits from home broadband, mobile networks and VPNs usually trace back to the internet provider, not the employer. In the UK and EU, visitors who decline your cookie banner are not recorded by consent-first tools. Our guide to a good match rate explains what to expect.
Is it legal to see which companies visit your website?
It can be, when it is done properly. In the UK and EU, a tracker that reads or stores information on a visitor's device usually needs consent through your cookie banner, and you need a clear privacy notice. Showing companies rather than named people also reduces the personal data you hold. The ICO says the UK's exception for statistics "is not for identifying, tracking or monitoring people or groups of people", so plan on needing consent. Our guide to GDPR-compliant visitor identification tools compares how each tool handles consent.
So, how should you see which companies visit your website?
Start with a free plan or trial of a visitor identification tool, connected to your cookie banner. It shows you the companies on your website within days, with no manual work. Keep Google Analytics for understanding your traffic, and your CRM for the people who fill in forms. Use server log lookups only for an occasional check. For more on how identification works, see what is website visitor identification.
Frequently asked questions
Can Google Analytics show what companies visit my website?
No. Google Analytics 4 shows what visitors do, but does not name the companies or people behind visits, and Google does not allow personally identifiable information to be sent to it.
Can I see the individual people who visit my website?
Only in some cases. People who fill in a form can be linked to their visits in your CRM. Some tools, including Warm AI and RB2B, can name visitors in the US. With Warm AI, UK and EU visitors are shown as companies.
Is there a free way to see which companies visit my website?
Yes. You can look up IP addresses from your server logs in the RIPE or ARIN databases, or use a free plan such as Leadfeeder's, which shows the last 100 companies a month with 7 days of history.
Is it legal to identify companies visiting my website?
It can be. In the UK and EU, the tracker usually needs consent through your cookie banner, and you need a clear privacy notice. Identifying companies rather than people reduces the personal data you hold.
How accurate is website visitor identification?
It depends on your traffic. Office networks match well. Home broadband, mobile networks and VPNs usually do not. Test a tool on your own traffic and count the companies that fit your ideal customer.
What should I do with the list of companies?
Filter it to companies that fit your ideal customer, send the best ones to your sales team or CRM, and follow up based on what they read, without mentioning that you saw them visit.
Start your 14-day free trial and see which companies visit your website. No card needed.