# How to Install a Website Visitor Identification Tool

A vendor-neutral playbook for putting RB2B, Snitcher or Leadinfo live through Google Tag Manager, gated by Cookiebot consent, tested with test traffic and kept off low-value pages.

- To install a website visitor identification tool, secure GTM Editor or Admin rights, CMS head access and RB2B domain authorisation.
- Add the vendor script as a Custom HTML tag in Google Tag Manager, or in the site head.
- Gate the tag behind your consent banner; Cookiebot maps consent to Google consent types.
- Test firing and consent in GTM Preview, publish, then run the vendor's own check.
- Exclude low-value pages, then route identified companies to sales with a clear owner.

This applies to script-based tools that identify companies (and, for RB2B in the US, people) from site visits, installed on a site you control through a CMS header or Google Tag Manager. Consent rules differ by country and by how each tool stores data, so the consent step below is a configuration guide, not legal advice.

## How To Install A Website Visitor Identification Tool

Installing a website visitor identification tool takes six steps, and only the first two are about code. The rest decide whether the tag is lawful, reliable and useful to sales.

1. **Get access.** Confirm Tag Manager, CMS and vendor dashboard permissions before you start.
2. **Choose the route.** Use Google Tag Manager when a container and consent banner already run there, or the site head when they do not.
3. **Add the tag.** Paste the vendor's code unmodified as a Custom HTML tag and publish the container.
4. **Gate it behind consent.** Require consent on the tag and fire it on the banner's consent event.
5. **Test with test traffic.** Accept and decline the banner in separate sessions and check the vendor's own verification.
6. **Exclude and route.** Keep the tag off pages whose visitors you would never call, and give the leads one owner.

The sections below take each step in turn, then cover each vendor's settings, why a verified tag can still show nothing and what the workflow looks like once it is live.

## What You Need Before You Install A Visitor Identification Tool

Before installing a visitor identification tool, confirm three permissions, namely Editor or Admin access to the Google Tag Manager workspace, custom-code access to the site head, and, for RB2B, an authorised domain, because RB2B will not run its script on a domain that has not been authorised.

These are the access rights a [website visitor identification](https://growthtribune.com/website-conversion/visitor-identification/) install depends on. If you need the concept first, read [how company matching works](https://growthtribune.com/what-is-website-visitor-identification/) before going further.

**Permissions per tool:**

- **brand:BR-715:** Snitcher's own GTM guide lists a container already on the site and Admin or Editor access to the workspace as prerequisites.
- **brand:BR-660:** The one-click GTM integration needs a Google account with publishing rights in the container. The manual route needs CMS access to the site header.
- **brand:BR-658:** The domain must be authorised in the RB2B dashboard before the script runs. Authorising the root domain covers every subdomain, while authorising www or one subdomain covers that hostname alone.
- **brand:BR-659:** Dashboard access to copy the tracker code, plus the GTM workspace access above.

Site builders matter too. RB2B says GoDaddy's builders cannot be used, because they block custom code in the head.

- [ ] Editor or Admin access to the Google Tag Manager workspace, or CMS access to the site head
- [ ] Publishing rights on the container (needed for Leadinfo's one-click integration)
- [ ] RB2B domain authorised for the right root domain or hostname
- [ ] Vendor code copied from its dashboard location, untouched
- [ ] Consent banner already live on the site
- [ ] A list of pages to exclude, such as login, careers and customer portal
- [ ] A named owner and a destination for the leads

## Should You Install The Tag Directly Or Through Google Tag Manager?

Install a visitor identification tag through Google Tag Manager when the site already runs its consent banner there, because Tag Manager lets you preview the tag before it goes live and attach consent requirements to it; paste the script directly into the site head only when no container exists.

A direct install is simple but fragile. Snitcher asks for its script in the head, just before the closing head tag. On WordPress, Snitcher warns that theme-editor changes can be erased by a theme update. Leadinfo warns that its code stops working if you accidentally add a character or space.

Google Tag Manager adds versions, a Preview mode for testing before publishing, and per-tag consent settings. Snitcher recommends firing its tag before other marketing tags.

**Direct script or Google Tag Manager**

| Method | When it fits | Watch-out |
| --- | --- | --- |
| Site head script | No container, simple site | Theme updates, stray characters |
| CMS plugin or guide | Hosted builder, no container | Builder may block head code |
| Google Tag Manager | Container and banner already there | Unpublished changes stay invisible |

**Decision rule:** If your consent banner already runs through Google Tag Manager, use Google Tag Manager. If no container exists and the site sits on a hosted builder, follow the vendor's CMS guide. Leadinfo offers plugins for WordPress, Joomla and Drupal, and Snitcher has guides for WordPress, Webflow, Shopify, Wix, Squarespace and HubSpot.

## How To Set Up The Visitor Identification Tag In Google Tag Manager

All three tools, RB2B, Snitcher and Leadinfo, install in Google Tag Manager as a Custom HTML tag on an All Pages trigger, and the tag does nothing until the container is published, because Tag Manager changes stay in the workspace until a new version is submitted.

The tag setup follows the same path for each vendor:

1. In the workspace, create a new tag and choose Custom HTML as the tag type.
2. Paste the vendor's code exactly as copied, with no edits.
3. Add the trigger. All Pages is the vendor default, but swap it for the consent event when a consent banner runs (see the consent section).
4. Open Advanced Settings and set the firing option the vendor asks for.
5. Open Consent Settings and choose Require additional consent for tag to fire.
6. Save the tag.
7. Click Submit, name the version so you can find it later, and Publish.

RB2B's guide puts the last step plainly. Changes do not go live until the container is published.

**The consent setting to change.** Google Tag Manager gives each tag an additional consent check with three options. Not set is the default and adds no extra check. No additional consent required says the tag needs none. Require additional consent for tag to fire means the tag fires only if every consent type you list is granted. A Custom HTML tag left on Not set is not held back by your consent setup, so choose the third option for a visitor identification tag.

**Official Google Tag Manager settings per vendor**

| Vendor | Tag type and trigger | Special setting |
| --- | --- | --- |
| RB2B | Custom HTML, All Pages | Not All Pages alone with a CMP |
| Snitcher | Custom HTML, All Pages | Firing option Unlimited |
| Leadinfo | Custom HTML or integration | All Pages or selected pages |

Leadinfo's integration route creates and publishes the tag for you once you connect a Google account with publishing rights. Its manual route is the same Custom HTML tag, on All Pages or on a custom trigger that covers selected pages only.

## RB2B Install Settings, Permissions And Limits

RB2B runs only on a domain authorised in its dashboard, and authorising the root domain covers every subdomain, while authorising a single hostname such as www covers that host alone.

**Code location:** The script sits on the Script page of the RB2B dashboard, available once the domain is authorised.

**Required access:** An authorised domain plus custom-code access to the site head or the GTM container. Avoid duplicate or nested script tags.

**Tag type and trigger:** Custom HTML on All Pages, pasted unmodified. On single-page apps the script must fire on every page view, not only the first load.

**Consent behaviour:** RB2B states that it does not enforce consent logic and does not bypass your consent management platform. Cookie banners can block its script until the visitor accepts, and a visitor who declines cannot be identified. RB2B recommends firing the script after acceptance. If it runs before the visitor interacts with the banner, cookies may not be set and person-level identifications on that first page view can drop.

**Verification signal:** In the dashboard, click Script, then Test script next to the Unverified label, and keep the pop-up open or verification fails. Errors name the cause, such as script not found, domain mismatch or a conflicting script.

**Exclusion control:** URL Restrictions filter low-intent pages, such as careers pages, out of the feed.

**Limitation:** Person-level identification is US only, while company-level identification is global, so non-US visitors appear as companies, not people. Teams still weighing RB2B can read [RB2B against Warmly](https://growthtribune.com/rb2b-vs-warmly-which-fits-your-team/).

> **Limitation:** RB2B cannot be installed on GoDaddy's site builders, because they block custom code in the site head.

## Snitcher Install Settings, Permissions And Limits

Snitcher installs in Google Tag Manager as a Custom HTML tag set to fire Unlimited on All Pages, and unless its script carries the waitForConsent setting, Snitcher treats consent as granted on page load.

**Code location:** In the Snitcher dashboard, open Settings, then the Tracker and its Installation Instructions.

**Required access:** A GTM container already on the site, Admin or Editor access to that workspace and access to the Snitcher dashboard.

**Tag type and trigger:** Custom HTML, firing option Unlimited under Advanced Settings, trigger All Pages. Fire it before other marketing tags.

**Consent behaviour:** Without the waitForConsent setting, Snitcher grants consent automatically on page load. Snitcher detects Cookiebot, CookieYes, OneTrust and Transcend automatically, provided the consent platform loads before Snitcher. Without consent, Snitcher still tracks pageviews and sessions but does not recognise the visitor across sessions.

**Verification signal:** In the browser's DevTools, the Network tab should show requests to radar.snitcher.com or cdn.snitcher.com, and typing Snitcher in the console should not return undefined. Data should appear within a few minutes.

**Limitation:** Ad blockers can block requests to snitcher.com, and first-party tracking requires a Content Security Policy update for the proxy domains. Readers still choosing a tool can compare [company-level visitor identification tools](https://growthtribune.com/best-company-level-visitor-identification-tools/).

> **Tip:** Clear CDN, browser and CMS caches before checking Snitcher's requests, so you test the page that now carries the script.

## Leadinfo Install Settings, Permissions And Limits

Leadinfo recognises companies without placing cookies, and its cookieless setting switches off its two analytics cookies from the dashboard with no change to the site's code, at the price of less precise session tracking and no screen recording.

**Code location:** In Leadinfo, open Settings, then Websites, choose your site and open Manual installation. Leadinfo warns that the code will not work if you accidentally add a character or space.

**Required access:** CMS access for the manual route, or a Google account with publishing rights in the container for the one-click GTM integration.

**Tag type and trigger:** Custom HTML on All Pages, or a custom trigger for selected pages only. Publish with Submit.

**Consent behaviour:** Leadinfo says it places no cookies to recognise companies. It does place two analytics cookies, not shared with other parties, which the cookieless toggle (Settings, your domain, Cookies) turns off without touching the site.

**Verification signal:** Wait 5 to 10 minutes, then view the page source and search for leadinfo. In GTM Preview the tag should sit under Tags Fired, and in the Network tab a filter on LI- should show its requests after a refresh.

**Exclusion control:** Exclusion works by page URL, set in the site header or through GTM trigger exceptions.

**Limitation:** Cookieless tracking makes sessions harder to separate, since all visits may count as one session per day, and it cannot be combined with screen recording.

> **Note:** Leadinfo says Google Consent Mode does not directly affect it and that it gathers visitor data whether or not a user consents through Consent Mode. A Require additional consent setting on its Google Tag Manager tag is what holds the tag back until consent.

## How To Make The Tag Respect Cookie Consent

Regulators treat site tracking scripts as consent territory, since the [EDPB's guidelines on Article 5(3) of the ePrivacy Directive cover URL and pixel tracking and tracking based on IP only](https://edpb.europa.eu/system/files/2024-10/edpb_guidelines_202302_technical_scope_art_53_eprivacydirective_v2_en_0.pdf).

In the UK, the [ICO's analytics exception excludes monitoring individual visitors and online advertising](https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guidance-on-the-use-of-storage-and-access-technologies/what-are-the-exceptions/). It also applies only where the sole purpose is statistics about your own service.

To make the tag respect cookie consent, load the consent banner first in Google Tag Manager, require consent on the vendor tag and fire the tag on the banner's consent event. With Cookiebot, the setup runs in seven steps:

1. Add the Cookiebot CMP (Consent Management Platform) template from the Community Template Gallery.
2. Enter your Cookiebot Domain Group ID.
3. Trigger it on Consent Initialization - All Pages, which Google says always fires before all other tags.
4. Keep the default consent state denied, with a Global region.
5. On the vendor tag, open Consent Settings and set Require additional consent for tag to fire, listing the consent types you have chosen.
6. Replace the vendor tag's All Pages trigger with a Custom Event trigger named cookie\_consent\_update.
7. Preview, then publish.

Step 6 matters because a consent update does not re-evaluate All Pages tags, so a tag left on All Pages may not fire on the first page after a visitor accepts. Cookiebot also notes that scripts placed outside Google Tag Manager need manual prior-consent markup.

**How Cookiebot maps its categories:**

- Marketing maps to ad\_storage, ad\_user\_data and ad\_personalization.
- Statistics maps to analytics\_storage.
- Preferences maps to functionality\_storage and personalization\_storage.
- Necessary maps to security\_storage.

**Which category to require.** That is a judgement for the site owner and their privacy adviser. The EDPB says collecting identifiers through tracking pixels constitutes gaining access under Article 5(3), and that Article 5(3) could apply to IP-based tracking. The ICO's analytics exception does not stretch to monitoring individual visitors. Both positions point away from treating a visitor identification tag as plain statistics.

Each vendor then behaves differently once the gate is in place:

**Consent behaviour per vendor**

| Vendor | Default behaviour | How to gate it |
| --- | --- | --- |
| RB2B | No consent logic of its own | Fire only after acceptance |
| Snitcher | Consent granted on page load | Set waitForConsent to true |
| Leadinfo | No cookies for recognition | Cookieless toggle plus GTM consent |

For Snitcher, add the setting to its script configuration and load Cookiebot before Snitcher, so its automatic detection picks up the visitor's choice. The setting looks like this.

**Snitcher script configuration setting**

```json
"waitForConsent": true
```

With another consent platform, Snitcher's docs call Snitcher.giveCookieConsent() or Snitcher.denyCookieConsent(). In Google Tag Manager you can fire a Custom HTML tag that calls giveCookieConsent() on the consent trigger, listening for the CookiebotOnAccept event with Cookiebot.

Setup pages promise a live tag in minutes, but the gate changes what that tag can see. RB2B says a visitor who declines cannot be identified. Leadinfo's position that it uses no cookies for company recognition is a statement about cookies, not a statement that no consent duty applies, given how the EDPB reads IP-based and pixel tracking.

This section is general information, not legal advice.

## How To Test A Visitor Identification Tool With Test Traffic

Test a visitor identification tag in Google Tag Manager's Preview mode before publishing, accepting and then declining the cookie banner in separate sessions, and pass the test only when the tag appears under Tags Fired after acceptance and stays unfired after a decline.

Google describes Preview as the way to test a container configuration before it is published. Clicking Preview in the workspace launches Tag Assistant, where you enter the site URL and connect. Run the protocol below in order. Preview covers firing and consent, and the vendor checks follow once the container is published, because they read the tag on the live site.

- [ ] Clear CDN, browser and CMS caches so the test loads the current page
- [ ] Turn off any ad blocker in the test browser
- [ ] Open GTM Preview and connect Tag Assistant to the site
- [ ] Session one, accept the banner and confirm the vendor tag sits under Tags Fired
- [ ] Session two, decline the banner and confirm the tag stays unfired
- [ ] Load every page template, plus a client-side route on a single-page app, and confirm each page view fires
- [ ] Check the Network tab for the vendor's requests (Snitcher radar.snitcher.com or cdn.snitcher.com, Leadinfo filter LI-)
- [ ] Submit and publish the container version
- [ ] For RB2B, click Test script in the dashboard and keep the pop-up open
- [ ] For Leadinfo, wait its window, then view the live page source and search for leadinfo
- [ ] Visit from a network outside your office so your own company is not the only test visitor

**Vendor waiting windows after publishing.** Leadinfo asks for 5 to 10 minutes before checking. Snitcher says data should appear within a few minutes. RB2B says to wait five minutes and test again if the script still reads Unverified, and that the script verifies itself when it sends its first data.

**What a pass looks like:**

- In Preview, the tag fires on every page template.
- In Preview, the tag stays blocked before consent and after a decline.
- After publishing, the vendor's own check shows the script as verified or live.

If any of the three fails, do not hand the feed to sales yet. Go to the troubleshooting table further down.

## How To Exclude Internal Traffic And Low-Value Pages

Leadinfo cannot exclude companies before it recognises them, because industry, size and location are only known after the match, so the practical exclusion is by page, keeping the tag off login, careers and customer-portal pages.

Logged-in customers and job seekers add companies sales would never call. Page exclusion keeps the tag off the pages those visitors use, such as login and careers pages.

- **Leadinfo:** Exclude by page URL, either in the site header or in Google Tag Manager by excluding triggers or page paths. Leadinfo suggests excluding pages such as the login page, so existing customers are not counted as leads.
- **RB2B:** Set URL Restrictions to filter low-intent pages, such as careers pages.
- **Google Tag Manager:** Add a trigger exception, or use a custom trigger that covers selected pages only, so the tag stays off login, careers and customer-portal pages. Leadinfo's GTM guide describes the selected-pages trigger.

**Decision rule:** Exclude every page whose visitors you would never call. Job seekers on careers pages and logged-in customers rarely belong in a sales feed, while pricing and product pages do.

> **Warning:** Set exclusions before you publish the container, then review the first week's feed for your own company and current customers.

## Why Is The Visitor Identification Tool Not Identifying Anyone?

A visitor identification tag that verifies but shows no leads is often being filtered after it fires, by a monthly lead limit, a hidden-companies list, a cache that has not refreshed or, with RB2B, traffic from outside the US, where RB2B identifies companies but not people. Check those before reinstalling anything.

A verified script is not proof of identification. Work down the table from the most common setup errors to the filters that sit after the tag.

**Troubleshooting a silent visitor identification tag**

| Symptom | Likely cause | Fix |
| --- | --- | --- |
| Tag missing on the live site | GTM changes not published | Submit and publish a version |
| Tag missing on the live site | Wrong container on the site | Match the container ID |
| Tag never fires | Trigger set wrong | Check trigger in Preview |
| Preview shows tag blocked | Consent banner holding it | Accept, or check consent settings |
| Console error for blocked script | Content Security Policy | Allow the vendor's domains |
| No vendor requests in Network | Ad blocker in test browser | Test in a clean browser |
| Old page still served | Site or CDN cache | Clear caches and reload |
| RB2B conflicting script error | Duplicate or nested scripts | Keep one script only |
| Leadinfo tracker live, no leads | Lead limit or hidden companies | Check limit and hidden list |
| RB2B shows companies, no people | Non-US traffic | Expected outside the US |

RB2B begins functioning immediately, but RB2B says its data visibility depends on US-based traffic. A site whose audience sits mostly outside the US will see company names from RB2B rather than named people.

For Leadinfo, a working tracker with an empty feed points first to the monthly lead limit and the hidden companies list, then to a security policy blocking the tracker.

## What Should A Visitor Identification Workflow Look Like After Install?

Snitcher and Leadinfo both state legitimate interest under GDPR Article 6(1)(f) as the basis for processing visitor data, and Leadinfo tells users to disclose the tool in their privacy statement, so the install is not finished until the privacy statement names it. Then set ICP filters, name one lead owner and track weekly success measures.

**Day one.** RB2B describes the first day in three stages. In the first minutes the script is active and monitoring. In the first hour, early visitor profiles and company names from IPs populate. Across the first day, more profiles arrive and ICP matching takes effect.

**Decisions to make in week one:**

- Which ICP filters decide who reaches sales.
- Which pages stay excluded, through URL Restrictions or GTM trigger exceptions.
- Who owns the leads, and where alerts land.
- What the privacy statement says about the tool and its basis.

Snitcher says it focuses on company-level matching of visitor IPs and surfaces individual contact details only when the customer chooses to reveal them. Decide who on the team may do that before alerts go live.

**Success measures.** Judge the install on outcomes, not on the green tick alone. Teams still comparing tools can start from the [website visitor identification tools comparison](https://growthtribune.com/best-website-visitor-identification-tools/).

- The vendor shows the script as verified or live
- The tag fires on every page template and stays blocked before consent
- The consented share of sessions is known and tracked
- Companies matching the ICP arrive each week
- The named owner actions those leads, and the privacy statement names the tool

## Frequently Asked Questions

**Do you need a developer to install a visitor identification tool?**

Most teams can install a visitor identification tool without a developer, because RB2B, Snitcher and Leadinfo each install as a Custom HTML tag in Google Tag Manager or through a CMS header field. You need Editor or Admin access to the container, or access to the site head. A developer helps with single-page apps and Content Security Policy changes.

**How long does it take for visitor data to appear after install?**

Expect the first signal within minutes and fuller data within a day. Leadinfo asks you to wait 5 to 10 minutes before checking, and Snitcher says data should appear within a few minutes. RB2B says early profiles populate in the first hour, with ICP matching taking effect across the first day.

**Can you run two visitor identification tools on the same site?**

You can, but install them with care. Two tools mean two tags, two consent settings and two sets of checks to keep in order. RB2B's verification flags a conflicting script as an error, and RB2B warns against duplicate or nested script tags. Install one tool, verify it fully, then add the second and test again.

**Do you need to update your privacy statement?**

Yes. Leadinfo tells its users to disclose Leadinfo in their privacy statement, and both Snitcher and Leadinfo name legitimate interest under GDPR Article 6(1)(f) as their processing basis. Name the tool, what it collects and the basis you rely on, and ask your privacy adviser to confirm the wording before the tag goes live.

## Sources

- [Guidelines 2/2023 on Technical Scope of Art. 5(3) of ePrivacy Directive](https://edpb.europa.eu/system/files/2024-10/edpb_guidelines_202302_technical_scope_art_53_eprivacydirective_v2_en_0.pdf), edpb.europa.eu
- [What are the exceptions?](https://ico.org.uk/for-organisations/direct-marketing-and-privacy-and-electronic-communications/guidance-on-the-use-of-storage-and-access-technologies/what-are-the-exceptions/), ico.org.uk

---
Source: https://growthtribune.com/how-to-install-a-website-visitor-identification-tool/