Website visitor trackers: 11 tools compared by what they show

The best website visitor tracker depends on what you need to see. Google Analytics 4 and Microsoft Clarity are free and show traffic and behavior, Leadfeeder and Snitcher name the companies behind visits, and RB2B, Knock2, Leadpipe and Intent Leads name individual US visitors with contact details.

Most B2B teams run a free analytics tool plus one identification tool. Below: what each free tier really includes, what one identified visitor costs, and how to read match-rate claims. Every price was checked on the vendor's own site on November 14, 2026.

Three kinds of website visitor trackers

A website visitor tracker either counts visits, records what visitors do, or identifies who they are. Only the third kind names a company or a person you can contact.

Analytics tools are anonymous by design. Google's policies forbid sending personally identifiable information such as email addresses to Analytics, so GA4 will never tell you who read your pricing page.

Website visitor tracking software at a glance (November 2026)

What free website visitor trackers actually include

Free trackers give you traffic, recordings and, at most, company names. None of the tools here names individual people on a free plan as of November 2026; the person-level tools offer short trials instead.

• Google Analytics 4: the whole standard product is free. It reports aggregates, never identities.
• Microsoft Clarity: recordings and heatmaps, "free forever" with no limits on traffic.
• Statcounter Basic: free for 5,000 sessions a month with 14 days of history, including a real-time feed of individual, anonymous visits and the paths they take (pricing).
• Hotjar: its pricing page now redirects to Contentsquare's, whose free plan covers up to 200,000 sessions a month and records 5% of them, up to 10,000 (pricing).
• Leadfeeder Lite: free forever, showing the last 100 identified companies a month with 7 days of history (pricing).
• RB2B Free: 150 company-level resolutions a month. Since January 22, 2026, person-level visitors appear masked until you upgrade (RB2B Free plan).
• Trials: Snitcher 14 days, Knock2 7 days, Leadpipe 7 days or 500 profiles, RB2B 7 days of Pro+ or 1,000 credits.
• Intent Leads: no free tier for visitor identification. You pay per identified person from the first one, with a monthly cap on each site. Counts and samples for intent leads and Search are free.

What one identified visitor costs

On plan-based tools, an identified person costs about 25¢ to 33¢ at list price on the entry tier, and less on bigger tiers if you use every credit. Intent Leads charges 10¢ a person for the first 2,500 a month, falling to 5¢, with no plan.

List prices for the smallest published tier that covers each volume of identified people a month:

Sources: RB2B, Knock2, Leadpipe, Intent Leads.

How to read it:

• A plan costs the same in a quiet month. The table assumes you use every credit; per-person billing charges only for people delivered.
• At high volume, RB2B Pro+ is cheaper per person. At 7,500 a month it costs $649 against $650 on Intent Leads, and at 10,000 it's $799 against $817.50.
• Knock2 credits aren't one per person. A contact takes 6 credits and an account 1, from one monthly pool. Month to month, its plans start at $199 (Knock2).
• Intent Leads has a $250 minimum top-up. The balance is spent per person and expires only after 3 months with nothing added or spent.

Company-level tools price by companies, not people. Snitcher costs $49 a month for up to 50 companies (98¢ each), $229 for 1,000 (23¢) and $529 for 5,000 (about 11¢), billed annually; it says annual billing saves 30% against monthly (pricing).

Match rates: what the percentages mean

A match rate is only comparable when you know what it divides by: all visits, US visits or "engaged" sessions, and whether a match means a company or a named person. Vendors use different bases.

On Intent Leads, Safari and iPhone visitors are rarely identified, because Apple blocks the cookie. Bots inflate raw traffic, so a rate on all sessions looks worse than one on engaged sessions.

The tools, one by one

Google Analytics 4

The free default for traffic, sources and conversions. Choose it if you need a system of record for traffic.

Plausible

Lightweight analytics without cookies. Starter is $9 a month for 10,000 monthly pageviews on one site, with a 30-day trial (pricing). Choose it if you want a simple traffic dashboard with less to cover in your consent banner.

Statcounter

Analytics with a live feed of individual anonymous visits. Premium starts at €9 a month for 20,000 sessions and adds visitor labels and alerts when a labeled visitor returns, plus 3 years of history. Choose it if you want to watch visits as they happen on a small budget.

Microsoft Clarity

Free session recordings and heatmaps with no traffic limits. Choose it if you want to see where visitors click, scroll and get stuck, without a budget line.

Hotjar (Contentsquare)

Recordings and heatmaps plus on-page surveys. Growth starts at $39 a month. Choose it if you want to ask visitors questions, not just watch them.

Leadfeeder

Company-level identification with unlimited users and domains. Discover is €79 a month billed annually (€113 monthly). Activate, from €369 a month billed annually, adds verified emails and phones for people at those companies, paid with credits. Choose it if you sell to accounts or much of your traffic is outside the US.

Snitcher

Company-level identification priced by unique companies a month, with every feature and integration (HubSpot, Salesforce, Pipedrive, Slack, webhooks, API) on every plan and no long-term contract. Choose it if company names are enough and you want a low entry price.

RB2B

Person-level identification for US visitors, company-level worldwide. Starter ($79) sends names and LinkedIn URLs to Slack or Teams; business emails and integrations start on Pro. It doesn't provide phone numbers. Choose it if you want names in Slack within minutes and a free company-level plan to start.

Knock2

Person- and account-level identification with CRM, sequencer and webhook integrations, an API and an MCP server on every plan. Its person-level data includes phone. Choose it if you want a high published match rate and native CRM routing on a fixed plan.

Leadpipe

Names US visitors, shows the company when there's no person match, and adds phone numbers when available. Pro runs from $147 for 500 IDs to $1,879 for 20,000. Webhooks and the full API start on Platforms, from $2,499 a month. Choose it if you're an agency that wants white-label visitor ID (Agency plans from $3,500 a month).

Intent Leads

Intent Leads (intentleads.si) identifies US visitors at the person level and charges per person. Identified people arrive on your webhook within about 15 minutes, and in the API and dashboard, with name, title, company, business email, LinkedIn, the pages they viewed, and mobiles when we have them, each with its own do-not-call flag. See website visitor ID.

• Pricing: 100% usage-based: no subscription, no seats, no annual contract and no monthly minimum. 10¢ a person for the first 2,500 a month, 8¢ to 7,500, 6.7¢ to 20,000, then 5¢. A person is charged once a month however often they come back.
• More than visitors: the same balance buys intent leads, people researching your topics who haven't visited yet, and Search of 350M+ US contacts.
• Limits: US visitors only, never people in the UK, the EU or Switzerland; no company-level ID; no native Slack or CRM apps: people arrive by webhook, the API or the dashboard.

Choose it if you want mobiles, pay only for the people delivered, or want intent data and contact search in the same account.

How to choose a website visitor tracker

Start with the question you need answered, then test identification tools on your own traffic before you sign up for a plan.

1. Name the question. How many and from where: analytics. What they do: recordings and heatmaps. Which companies: company-level. Who, with an email or mobile: person-level.
2. Check where your visitors are. Person-level tools name US visitors only. If most of your traffic is outside the US, company-level is the realistic ceiling.
3. Install the free pair first. GA4 and Clarity cost nothing and show whether your traffic is worth identifying.
4. Run two identification tools side by side on the same pages for the same two weeks, and count named people against US visitors.
5. Divide the cost by the people you'd contact, not by total identifications. That is your real price per lead.

How person-level identification works: our website visitor identification guide. More person-level tools priced side by side: RB2B alternatives.

Is website visitor tracking legal?

In the US, analytics and identification are widely used and legal when you disclose them in your privacy policy and honor opt-outs. Where a consent banner is required, as for visitors in the UK and EU, scripts should load only after consent (our cookie consent guide). When you contact people, CAN-SPAM covers email and the TCPA and do-not-call rules cover calls and texts.

Try Intent Leads on your own traffic

Add your site with a monthly cap and paste one script. You pay 10¢ per identified US person, falling to 5¢ as your month grows, from a prepaid balance: no subscription, no seats, and a month with no visitors costs nothing. You never pay twice in a month for someone you already have. See pricing and website visitor ID.

Frequently asked questions

What is the best free website visitor tracker?

Google Analytics 4 for traffic plus Microsoft Clarity for recordings and heatmaps. Both are free, and Clarity has no traffic limits. For company names, Leadfeeder Lite shows the last 100 companies a month and RB2B Free gives 150 company-level resolutions, as of November 2026.

Can a website tracker tell me who visited my site?

Analytics tools can't. Company-level tools such as Leadfeeder and Snitcher name the company behind a visit. Person-level tools such as RB2B, Knock2, Leadpipe and Intent Leads name individual US visitors, but only a share of them: Intent Leads identifies roughly 15–20% of US visitors on a typical B2B site.

How much does website visitor tracking software cost?

Analytics and heatmaps can cost nothing. Paid company-level plans start at $49 a month (Snitcher) or €79 (Leadfeeder), billed annually. Person-level plans start at $79 a month (RB2B Starter, without emails), $147 (Leadpipe) and $165 (Knock2, billed annually). Intent Leads charges 10¢ per identified person with no plan, as of November 2026.

Does website visitor tracking work outside the US?

Analytics works everywhere. Company-level identification works worldwide on Leadfeeder, Snitcher, RB2B and Knock2. Person-level identification is US-only on RB2B, Knock2, Leadpipe and Intent Leads, and Intent Leads never identifies visitors in the UK, the EU or Switzerland.