How to compare visitor identification providers

Key Takeaways 👇

Data is king
Calculate a price per identification
Always get the full trial data
It’s not just about the leads

How do you go about comparing visitor identification providers?

When evaluating visitor identification platforms, it’s natural to focus on features and integrations. The big question is: what matters most—features, integrations, or data?

While your answer might depend on your team’s needs, tech stack, or goals, here’s the reality: data quality is the game-changer.

Why Does Data Quality Matter So Much?

If the data quality isn’t there, it doesn’t matter how advanced or flashy the other features are. The core value lies in the breadth, depth, and accuracy of the data you receive.

Sure, most providers offer similar features and integrations—maybe a different design here, a slight tweak there. But if their underlying data is weak, you’ll end up with fewer identified visitors and miss critical insights that drive revenue. The best bells and whistles can’t fix poor data.

Simply put: strong data is the foundation, and everything else is just the icing on the cake.

Why data comparison is key

Provider 1 identifies 2000 companies per month.

Provider 2 identifies 2500 companies per month.

➡️ That’s a 600-company difference every month. Over a year, that’s 6,000 more companies.

Let’s say 10% of those extra identifications match your Ideal Customer Profile (ICP)—that’s 600 more leads annually. If you convert:

5% of leads into opportunities, and
25% of those into customers... 🏆

🎯 That’s 7–8 extra deals a year—and that’s with just a 25% difference in identification rates. Some providers differ by as much as 250%!

Bottom Line: More (and better) data can directly impact your revenue.

💡 This calculation was made using a 25% difference in identification rates. This can at times differ by as much as 250% across providers.

Compare apples with apples

To accurately compare providers, get a true side-by-side comparison:

👉 Start at the Same Time: Insert each provider’s tracking script on your website at the same time, starting on the same date.

👉 Track the Same Pages: Ensure both providers track the same pages or website sections.

👉 Run Equal Trials: Run trials for the same duration.

Essentially just make sure that trials are run on the same website traffic over the same time period.

🚨 Red Flag Alert: Insist on full access to all trial data—both during and after the trial. If a provider won’t give you full access to the platform or your trial data (during or after), ask why. If they’re confident in their product, they’ll let you see it all.

What to Look At When Comparing Data

To paint a clear picture, break down the data into key metrics:

👉 Total Identifications rates

What percentage of visitors does each provider identify?

👉 ICP Identification rates

What percentage of your ideal target audience do they capture?

👉 Cross reference percentage

How much overlap do you see with identifications from other providers?

👉 Accuracy

How many website conversions (e.g., form fills) were correctly attributed during the trial?

👉 Price per identification

Don’t just look at the price tag—evaluate how many leads you’re getting for that price.

If two providers charge the same, but one identifies double the leads, one provider is twice as expensive.

Organising and Analysing Your Data

Use a simple spreadsheet to compare each provider’s performance side-by-side. Apply consistent filters and criteria, so you’re comparing like with like. This ensures a true apples-to-apples comparison.

If you would like to use this version, please make a copy.

Or if you’re comparing across providers, try these formulas: 👇

To cross reference 2 providers (columns)

=COUNTIF(ARRAYFORMULA(ISNUMBER(MATCH(A:A, B:B, 0))), TRUE) 


To cross reference 3 providers (columns)

=ARRAYFORMULA(SUM(IF((COUNTIF(A:A,UNIQUE(FLATTEN(A:C)))>0)*(COUNTIF(B:B,UNIQUE(FLATTEN(A:C)))>0)*(COUNTIF(C:C,UNIQUE(FLATTEN(A:C)))>0),1,0)))

Don’t Forget These Essentials

1️⃣ Full Data Access: Always get the complete dataset from the trial.

2️⃣ Quantity & Quality: The number and relevance of identifications is crucial.

3️⃣ Price per Identification: This is the true measure of cost-effectiveness.

4️⃣ Hidden Costs: Consider extra fees like seats, integrations, credit packs, enrichment, or exports.

5️⃣ Run Your Own Analysis: Trust your own comparison, not just what sales teams tell you.

🚨 If a vendor won't give you the raw data set after a trial, and offers to run a competitor analysis for you – it's probably because their data is substandard, and they don't want you finding out until after you're locked into a lengthy contract.

It’s About More Than Data

Don’t forget the human side of things; the people behind the platform matter too.

A knowledgeable, supportive team can help you maximize the benefits of your visitor identification data. From generating new leads to uncovering intent signals or enhancing retargeting campaigns, their expertise can guide you to the best outcomes.

👇 Potential Applications:

Generating new leads for sales
Spotting intent signals for open opportunities
Reviving lost deals
Google Ads optimisation and retargeting
Creating LinkedIn retargeting campaigns
Diving deep into marketing analytics

The Bottom Line

When evaluating providers, focus on data quality first—it’s what drives your success. Use the steps above to compare providers fairly and make the smartest choice for your business.

And hey, if you’ve got questions, need advice, or just want to say hi, we’re always here.

Happy comparing, and may the best data win!

Team Snitcher signing out 👋

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