Clearbit Reveal
Clearbit Reveal is a B2B visitor identification platform, now part of HubSpot Breeze Intelligence. It matches anonymous website visitor IP addresses to company profiles using a proprietary dataset of 50+ enrichment attributes. Clearbit sets first-party cookies (cb_anonymous_id, cb_user_id) via a JavaScript tag to track visitor sessions and attribute page views. It does not use third-party cookies. GDPR and ePrivacy compliance requires consent for the tracking tag. Clearbit offers EU suppression settings that block data returns for people with EU or unknown locations. Data is processed in the United States.
What does Clearbit Reveal do?
Clearbit Reveal is a B2B website visitor identification platform that matches anonymous visitor IP addresses to company profiles. Originally developed by Clearbit, the service is now part of HubSpot Breeze Intelligence following HubSpot acquisition of Clearbit. It helps sales and marketing teams identify which companies are visiting their website, even when visitors do not fill out forms or identify themselves.
How Clearbit Reveal Works
Clearbit Reveal uses a JavaScript tag embedded on the website to capture visitor IP addresses and match them against a proprietary database containing over 50 company enrichment attributes including industry, company size, revenue, technology stack, and location. The identification happens at the company level rather than the individual level, though individual visitors can be tracked across sessions using cookies.
The platform integrates with Google Analytics 4, CRM systems, and marketing automation tools to enrich visitor data and enable targeted follow-up actions based on the companies identified.
Cookies and Tracking Technologies
Clearbit only sets first-party cookies and does not use third-party cookies. The cb_anonymous_id cookie assigns a unique identifier to each anonymous visitor to attribute page views back to that individual across their session. The cb_user_id cookie tracks the visitor identity, initially set with a null value until the visitor is identified, at which point it stores a unique user ID for attributing web activity within the Clearbit platform.
GDPR and Privacy Compliance
Clearbit Reveal processes IP addresses and sets cookies that qualify as personal data under GDPR, making consent generally required. The platform is GDPR compliant and provides EU suppression settings that automatically block data returns for people with EU or unknown locations during person enrichment. This reduces privacy risk for European visitors but also limits the service effectiveness in EU markets.
Clearbit follows both GDPR and CCPA requirements and provides visitors with the ability to opt out of tracking. Website owners using Clearbit Reveal must update their privacy policies and cookie policies to disclose the use of IP-based visitor identification and the associated data processing by HubSpot Inc. in the United States.
Data Enrichment and Integration
Beyond basic company identification, Clearbit Reveal enriches visitor profiles with firmographic data, technographic insights, and employee count estimates. This data can be pushed to GA4, Salesforce, HubSpot CRM, and other marketing platforms to trigger personalised experiences, lead scoring adjustments, and targeted outreach campaigns.
Clearbit Reveal and the GDPR
Clearbit Reveal is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Consent / Legitimate Interest
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive, CCPA
Impact assessment (DPIA)
Clearbit Reveal processes IP addresses to identify companies and potentially individuals visiting a website, which constitutes profiling under GDPR. A DPIA should assess the scope of IP-to-company matching, the enrichment data returned (firmographic and potentially personal), cookie tracking of individual visitor journeys, cross-border data transfers to the US, and the effectiveness of EU suppression settings. The high level of visitor identification capability warrants careful evaluation.
Sample text for your banner
We use Clearbit Reveal to identify the companies visiting our website based on IP addresses. This service sets first-party cookies to track your browsing session and attribute page views. Company-level data such as industry, size, and location may be enriched. Data is processed by HubSpot Inc. in the United States. You can manage your preferences through our cookie settings.
What Clearbit Reveal sets and contacts
- Tracking method
- JavaScript tag, IP-based identification, cookies
- Server location
- United States
- Data transferred outside the EU
- Data processed by Clearbit (now HubSpot Breeze Intelligence) in the United States. EU suppression settings available for European visitors.
Cookies set (2)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| cb_anonymous_id | first-party | 1 year | Unique identifier for each anonymous site visitor, used to attribute page views back to that individual. |
| cb_user_id | first-party | 1 year | Tracks visitor identity. Initially null, stores a unique user ID once the visitor is identified in the Clearbit platform. |
Third-party domains contacted (3)
x.clearbitjs.comreveal.clearbit.comapi.clearbit.com
Frequently asked questions about Clearbit Reveal
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What is Clearbit Reveal?
Clearbit Reveal is a B2B visitor identification platform, now part of HubSpot Breeze Intelligence. It matches anonymous website visitor IP addresses to company profiles with over 50 enrichment attributes including industry, size, and technology stack.
What cookies does Clearbit Reveal set?
Clearbit sets two first-party cookies: cb_anonymous_id (a unique ID for each anonymous visitor to attribute page views) and cb_user_id (tracks visitor identity, initially null until the visitor is identified). No third-party cookies are used.
Is Clearbit Reveal GDPR compliant?
Clearbit Reveal is GDPR compliant and offers EU suppression settings that block data returns for people with EU or unknown locations. However, the IP-based tracking and cookie usage still require consent under GDPR and the ePrivacy Directive.
Where does Clearbit process data?
Clearbit Reveal processes data in the United States through HubSpot Inc. The service follows GDPR and CCPA requirements and provides options for visitors to opt out of tracking.
Does Clearbit Reveal identify individual people?
Clearbit Reveal primarily identifies companies, not individuals. It matches IP addresses to company profiles with firmographic data. Individual person enrichment is a separate feature with its own EU suppression controls to limit identification of EU residents.
How does Clearbit Reveal work with Google Analytics?
Clearbit Reveal integrates with Google Analytics 4 to enrich visitor data with company attributes. This allows website owners to segment traffic by company size, industry, or technology stack within their GA4 reports and dashboards.
What are EU suppression settings in Clearbit?
EU suppression settings automatically block person-level data returns for visitors located in the EU or in unknown locations. This feature reduces GDPR risk but also limits the service ability to enrich visitor profiles for European traffic.
Does Clearbit Reveal require consent?
Yes. The JavaScript tag sets first-party cookies and processes IP addresses as personal data under GDPR. Consent is required before the Clearbit tag fires. Website owners should integrate it with their consent management platform to ensure compliance.
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