Most of your website traffic never fills out a form, and most CRMs have nothing to show for it. Visitor identification tools flip that: they match anonymous sessions to a company, and sometimes a named person, then push the match into Slack, a CRM or an outbound sequence before the lead goes cold. The category splits hard on one question: do you need a name and email, or is 'a VP at this company looked at pricing three times' enough? We compared eleven platforms on match depth, pricing model and setup effort, then ranked them below.
Choosing between them
The real fork in this category isn’t features. It’s what “identified” means. VisualVisitor, RB2B on its paid tiers, Leadpipe, and Warmly try to name an actual person: first name, last name, sometimes a work email, matched through consent-based device graphs or B2B data partnerships. Snitcher, Leadfeeder, and RB2B’s free tier stop at the company: you learn that someone from Acme Corp viewed your pricing page, not who. Factors.ai and Leadinfo sit in between, layering intent signals and account scoring on top of company-level matches instead of chasing named contacts.
Person-level data matters more to a rep who wants a name to call, especially paired with a calling-first CRM like Close or a phone system like CloudTalk, where a fresh match can turn into a same-day dial instead of a cold list entry. It also means asking each vendor how they source consent, because match-rate claims are hard to verify from outside the product.
Pricing models vary as much as the data does. Snitcher and RB2B charge a flat monthly fee tied to a resolution cap, easy to budget against. Leadpipe does the same on a steeper ID-volume ladder, $147/mo for 500 IDs up to $1,879/mo for 20,000, with the per-ID cost falling as volume grows. Leadfeeder splits into a cheap self-serve tier plus a separately priced enterprise bundle. Warmly used to do the same, but as of October 2026 it has dropped its self-serve ladder entirely and sells only annual or quarterly Agent contracts starting at $10,000 a year, so the first price you see for Warmly is already a five-figure one. Factors.ai skips monthly pricing entirely and sells annual contracts starting in the thousands, out of reach for a two-person sales team even with the strongest identification rate on paper.
Two facts are recent enough to trip up anyone comparing based on older reviews. RB2B removed person-level data from its free plan in January 2026; free now gets you company names only. Visitor Queue no longer exists as a separate product: Leadinfo bought it the same month, and the old pricing page now forwards straight to Leadinfo’s site.
| Tool | Best for | ID depth | Starts at | Free plan |
|---|
| VisualVisitor | Overall pick | Person-level, consent-based | ~$149-199/mo, quote-based | 500 IDs, 7-day trial |
| RB2B | Cheap entry to person-level ID | Company free, person on Starter+ | $79/mo | 150 companies/mo, company-only |
| Snitcher | Simple company tracking | Company-level | $49/mo | 14-day trial |
| Leadfeeder | Integrations and track record | Company-level | ~€79/mo, annual billing | Lite plan, 100 companies/mo |
| Factors.ai | ABM and attribution | Company-level plus intent | $6,000/yr, Basic tier | 1,500 companies/mo |
| Warmly | AI chat and automated outreach | Company- and contact-level on every contract | $10,000/yr, annual or quarterly contract only | None |
| Leadinfo (formerly Visitor Queue) | Agencies, multi-region | Company-level | ~€59-69/mo | 14-day trial only |
| Happierleads | Usage-based, person-level outside the US | Person-level, coverage claimed in 174+ countries | $99/mo (about 300 visitors) | 7-day trial, no card |
| Leadpipe | Full-contact ID and AI-agent API | Person-level, US only; company-level elsewhere | $147/mo (500 IDs) | 7-day trial, no card |
| Albacross | Published pricing, EU company-level ID | Company-level | €59/mo (annual), €84/mo (monthly) | 14-day trial, no card |
| Customers.ai | Ecommerce shopper ID (Klaviyo/Meta) | Person-level, scoped to ecommerce shoppers | Custom quote (calculator-gated) | 7-day trial, ~500 resolutions |
Happierleads joined this list in October 2026. It names the person behind a visit, not just the company, on one usage-based plan from $99 a month for about 300 identified visitors, and the per-visitor price falls as volume grows. It says its coverage spans 174+ countries, which matters when buyers sit outside the US where RB2B stops; we have not audited that claim, so test it on your own traffic during the 7-day, no-card trial. Full review.
Leadpipe also joined this list in October 2026. At $147 a month for 500 IDs it returns a record that includes a phone number, name, business and personal email, phone, and LinkedIn, and it ships a REST API, TypeScript SDK, and MCP server for AI agents, a combination none of the other ten tools offer. Person-level matching only works on US traffic, and the public review base is still thin: 9 on G2, 1 on Capterra, none on Trustpilot. Test it on the no-card trial before committing budget. Full review.
Albacross joined this list in November 2026. It publishes self-serve pricing, starting at €59 a month annual (€84 monthly) for up to 100 identified companies, and it bundles AI email and LinkedIn sequencing into every tier including the cheapest one. It’s company-level only, and Trustpilot’s directly-verified 2.2/5 from 8 reviews includes a billing-after-cancellation complaint worth reading before the 14-day trial converts to an annual bill. Full review.
Customers.ai also joined this list in November 2026, with a direct caveat: it no longer sells B2B visitor ID. It pivoted to Klaviyo-based shopper identification and Meta ad-retargeting restoration for Shopify and ecommerce brands, a different buyer than the other ten tools here. We’re covering it because readers still search for it by its old positioning, not because it competes head-to-head with VisualVisitor or RB2B on company- or person-level B2B matching. Full review.
Our pick
For a small sales team that wants a name and an email address behind a website visit, VisualVisitor is the strongest overall choice: the highest G2 score in the group, and pricing that scales down to a real free trial instead of jumping straight to an enterprise quote. If budget is tight and company-level data is enough, Snitcher is the cleanest and cheapest way to start. Teams that want visitor ID feeding straight into automated chat and outreach should budget for Warmly’s $10,000-a-year entry contract from the outset, since the cheaper self-serve tiers this roundup used to point to no longer exist. Pricing and setup detail for each tool sits in its own review.
Two tools in this roundup have a permanent free plan: RB2B (150 monthly resolutions, company names only, since RB2B pulled person-level data from free users on January 22, 2026) and Leadfeeder (Lite, 100 identified companies a month, unlimited users, 7 days of history, free forever). Warmly no longer has a free tier at all: its October 2026 pricing overhaul dropped the self-serve credit ladder entirely, so every Warmly plan now starts at a $10,000-a-year contract.
The rest run on trials instead. VisualVisitor gives up to 500 identified visitors at no cost and no card required, generous enough to judge match quality on real traffic. Snitcher and Leadinfo both offer a 14-day trial with full features and no card required; pricing then starts at $49/month and €69/month. Happierleads runs a 7-day trial with no card and a 48-hour guarantee to name a visitor. Factors.ai offers a free trial but doesn’t publish its terms in what we checked; paid pricing starts at $199/month for Lite, which our review notes is closer to a demo than a working ABM setup.
Check expiry dates and card requirements directly before rolling a trial out to a full team.
By G2 score, Snitcher and VisualVisitor tie for the highest rating in this category at 4.8 out of 5, Snitcher across roughly 200 reviews and VisualVisitor across 95. RB2B carries the largest review base of any tool here, 4.5 out of 5 from around 280 ratings, more real user feedback than any competitor in the group. Snitcher backs its score with flat, feature-complete pricing from $49/month; VisualVisitor backs its score with the deepest person-level match in the category, though real pricing needs a sales call. See the full Snitcher, VisualVisitor and RB2B reviews for the detail behind each rating.
VisualVisitor. Since most of that traffic was never going to fill out a form anyway, the category’s whole job is matching it to a company or a named person before the visit goes cold, and VisualVisitor does that with the highest G2 score here, 4.8 out of 5 from 95 reviews, plus a free trial covering up to 500 real identifications before any sales call. If VisualVisitor’s quote-based pricing is out of budget, Snitcher gets the same company-level signal starting at $49/month with every feature unlocked from day one. Teams that want the match to trigger an automatic chat instead of a Slack ping should budget for Warmly’s Agent-tier contracts from the outset, starting at $10,000 a year; the self-serve tiers this roundup used to point to are gone.
Deals & price changes
Price changes and deals for website visitor identification
One short email when a tool in this guide changes its price or gets a verified deal. At most once a week.
Frequently asked questions
What is the best free visitor identification tool?
Leadfeeder's Lite plan is the most generous true free tier here: 100 identified companies a month, unlimited seats, no expiration date. RB2B's free plan is the next option, but it only shows company names since RB2B pulled person-level data from that tier in January 2026. Warmly dropped its free tier entirely in an October 2026 pricing overhaul; every Warmly plan now starts at a five-figure annual contract.
How much does visitor identification software cost per month?
Entry prices in this roundup run from $49/month for Snitcher's company-level plan up to around $199/month for Factors.ai's Lite tier or VisualVisitor's quote-based estimate. Warmly sits well above that range now: it dropped its self-serve tiers and starts at $10,000 a year ($833/month equivalent) for its cheapest Agent contract. Person-level and ABM-bundled tools cost more once you move past the entry tier, so price out your actual visitor volume before comparing headline numbers.
