That’s why one question comes up again and again: who is visiting my website?
The challenge is that, on average, 98% of your website visitors never fill out a form or identify themselves. They read a blog post, browse a product page, maybe return a few times, and then disappear.
All that interest remains anonymous, unless you have the right tools…
What GA4 Tells You About Website Visitors
GA4 is the foundation of web analytics reporting for most B2B teams. It’s designed to help you understand how people use your site, which content performs well, and how visitors move through key journeys.
There’s a lot you can find out with GA4, including:
- How much traffic your site is getting
- Where visitors are coming from
- Which channels drive the most engaged users
- How visitors interact with your content
- Which pages are most popular
- Where visitors tend to drop off
GA4 also provides high-level information about your audience. You can view details including:
- Geographic data such as country, region, and city
- Device type
- Browser type
- Operating system
For marketers, this is valuable for understanding whether your site is reaching the right markets and whether your experience is optimized for how people actually browse.
Crucially, GA4 is very strong when it comes to behavioral data, because it tracks events rather than just pageviews. This means you can see meaningful interactions like scrolling, clicking, video engagement, and conversions. Over time, this helps you understand intent patterns and improve how your site supports buyers at different stages.
Where GA4 Can’t Help
However, GA4 has a very clear limitation when it comes to identity.
A key drawback is that IP addresses are anonymized, and personal or company-level identification is not available. You can’t see the names of visitors, the companies they work for, or their contact details. Even at an account level, GA4 only reports on aggregated behaviour rather than individual visitor profiles.
In practical terms, this means that GA4 can tell you someone from London visited your pricing page three times this week. But it cannot tell you whether that visitor works for a high-value target account, an existing customer, or a competitor.
For B2B teams trying to connect website engagement to pipeline, that gap matters.
What Else Can You Learn About Website Visitors?
To get closer to answering “who is visiting my website,” you need to look beyond traditional analytics and combine multiple data sources.
CRM Platforms
When a visitor does fill out a form or become known in your database, their future website activity can be tracked and associated with their contact record via your CRM tool.
In many cases, their previous anonymous visits can also be stitched together once they convert.
This is powerful for sales teams because it allows them to see not just who a lead is, but how they’ve engaged with the website over time.
However, it only works for the small percentage of visitors who self-identify. On average, that’s just 2% of your traffic.
Behavior Analytics
Behavioral analytics tools add another layer of understanding.
Heatmaps, session recordings, and journey analysis tools don’t identify visitors by name or company, but they provide detailed insight into how people interact with your site. They help you see where visitors focus their attention, what they ignore, and where friction exists.
IP Tracking
Every website visit originates from an IP address, and many of these IP addresses can be traced back to a business.
With IP tracking tools, you can find out which businesses have been on your website. You can find out more about how IP tracking works in our blog.
This type of insight is valuable in B2B, as it can tell you if any of your target accounts have responded to your campaigns, or if your demand generation strategies are attracting the right types of visitors.
On its own, IP tracking provides useful but limited insight: it shows which organizations are present, but not the full context of their intent or behavior.
Website Visitor Identification
Website visitor identification  platforms are designed to bridge the gap between anonymous website traffic and actionable B2B insight.
These tools combine IP tracking, large business databases, and behavioral data to identify which companies are visiting your website, what they’re interested in, and how often they return.
Instead of being faced with a bunch of anonymous sessions, you can see named organizations with a history of engagement.
For B2B organizations that struggle with buying committees and drawn-out sales cycles, this kind of intel can be transformative. After all, knowing that several visits came from the same company, especially if those visits involve product, pricing, or case study pages, can indicate genuine buying interest.
Combine Tools for Biggest Impact
There are pros and cons to each tool, so it makes sense to piece them together and form a clearer picture of who’s visiting your website, and what they’re doing when they get there.
For example, by combining GA4 with website visitor tracking tools, you get both scale and specificity. GA4 shows you what content is working and how visitors behave overall, while visitor identification shows you which companies are engaging and where real buying interest exists.
For marketers, this improves campaign measurement and content strategy. You can see not just which channels drive traffic, but which ones attract the right companies.
And for sales teams, it creates warmer, more relevant outreach opportunities based on actual behavior rather than assumptions.
Most importantly, it turns your website into an active part of revenue generation, not just a passive marketing asset.
Not already using Lead Forensics? Book a demo to find out who’s looking at your website.
