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Analytics

ExactVisitor

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ExactVisitor is a B2B IP to company identification tool from the US. Its JavaScript snippet captures the visitor IP and performs a reverse lookup to identify the visiting company.

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Overview

What does ExactVisitor do?

What is ExactVisitor?

ExactVisitor is a B2B visitor identification platform based in the United States. It loads a JavaScript snippet on customer websites that captures the visitor IP address and performs reverse IP lookup to identify the visiting company, then enriches that information with firmographic data.

Cookies and tracking technologies

ExactVisitor sets first-party cookies for session correlation and visitor stitching across page views. The snippet also sends the visitor IP, user agent, page URL and referrer to ExactVisitor backend servers in real time.

Data flows and server locations

All visitor data is transferred to ExactVisitor infrastructure in the United States. The European Data Protection Board considers IP addresses to be personal data under the GDPR, so EU to US transfers must rely on appropriate safeguards.

Legal basis and consent

Because the script profiles visitors and transfers personal data to a third country, prior consent is the safest legal basis under the ePrivacy Directive and the GDPR. Legitimate interest can be argued for narrow B2B scenarios but requires a documented balancing test.

Compliance recommendations

Block the ExactVisitor snippet before consent, signal categorisation in your CMP as marketing or analytics, sign a DPA with ExactVisitor, and document Standard Contractual Clauses plus a transfer impact assessment. Inform visitors that their company can be identified from their IP address.

Compliance

ExactVisitor and the GDPR

ExactVisitor 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 (Art. 6(1)(a) GDPR) is the recommended basis because IP addresses are personal data and the processing involves profiling of business visitors; legitimate interest (Art. 6(1)(f)) may be argued for strict B2B scenarios with documented balancing test
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive, CCPA, UK GDPR

Impact assessment (DPIA)

A DPIA is recommended when deploying ExactVisitor because the processing involves profiling of website visitors and systematic monitoring of B2B traffic combined with transfer to the United States. Document the lawful basis, the data minimisation and the retention periods.

Sample text for your banner

This website uses ExactVisitor, a US service that identifies the company you work for from your IP address to provide analytics to our sales team. Do you consent to this processing?
Cookies and trackers

What ExactVisitor sets and contacts

Tracking method
JavaScript snippet that captures visitor IP and performs reverse IP lookup to identify the visiting company, with first-party cookies for session correlation
Server location
United States (primary), with global CDN edge nodes
Data transferred outside the EU
Visitor IP addresses, user agent, page URL and referrer are sent to ExactVisitor servers in the United States. Transfers rely on Standard Contractual Clauses and on the EU US Data Privacy Framework where applicable.

Cookies set (4)

NameTypeDurationPurpose
_ev_uidanalytics1 yearPersistent pseudonymous visitor identifier used to recognise returning visitors and stitch them to a company
_ev_sidanalyticsSessionSession identifier used to group page views from the same visit
_ev_refanalytics30 daysStores the original referrer to attribute the session to a marketing source
_ev_companyanalytics30 daysCaches the company resolved from the visitor IP to reduce repeated lookups

Third-party domains contacted (4)

  • exactvisitor.com
  • api.exactvisitor.com
  • cdn.exactvisitor.com
  • track.exactvisitor.com
Questions

Frequently asked questions about ExactVisitor

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What cookies does ExactVisitor set?

ExactVisitor sets first-party cookies on your domain to correlate the visitor session across page views and to deduplicate visits. The cookies typically contain a pseudonymous visitor identifier and a session identifier used to stitch hits to the same person and company.

Is user consent required before loading ExactVisitor?

Yes. Because ExactVisitor profiles visitors and transfers IP addresses to the United States, EU data protection authorities consider that prior, freely given consent is required under the ePrivacy Directive and the GDPR before the script loads.

What is the legal basis for processing personal data via ExactVisitor?

Consent under Article 6(1)(a) GDPR is the recommended basis. Some controllers argue legitimate interest under Article 6(1)(f) for narrow B2B contexts, but a documented balancing test and an opt-out mechanism are essential.

Does ExactVisitor transfer data outside the EU?

Yes. The captured IP address and visit metadata are sent to ExactVisitor servers in the United States. Transfers must be covered by Standard Contractual Clauses, EU US Data Privacy Framework certification, or another valid Article 46 mechanism.

Is a DPIA required when using ExactVisitor?

A DPIA is recommended and often required. The processing combines profiling, systematic monitoring of website visitors and international data transfers, which together meet several criteria of the EDPB guidelines on DPIA triggers.

How do I correctly implement ExactVisitor in a GDPR-compliant way?

Load the snippet only after explicit consent, classify it as marketing or analytics in your CMP, sign a DPA with ExactVisitor and document SCCs plus a transfer impact assessment. Add ExactVisitor to your records of processing and your privacy notice.

Are there privacy-friendly alternatives to ExactVisitor?

EU based alternatives include Leadinfo (Netherlands), Albacross (Sweden) and SalesViewer (Germany). For pure analytics without B2B identification, Matomo or Plausible offer privacy first options that keep data inside the EU.

How should I update my cookie policy to mention ExactVisitor?

Disclose ExactVisitor by name, explain that visitor IP addresses are used to identify the visiting company, list the cookies and their durations, name the US data centre and add a link to ExactVisitor's privacy policy and DPA.

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