Common reasons for low identification rates and how to improve them.
A typical B2B website identification rate is 30–40%. Here's why yours might be lower and what you can do.
## Common Causes ### 1. High Consumer Traffic If your website attracts a lot of individual consumers (not businesses), most traffic will be on residential IPs and can't be matched to companies. This is normal for B2C or mixed-audience sites. ### 2. Remote Workforce With more people working from home, they browse on residential ISP connections rather than office IPs. This reduces the identifiable portion of traffic. ### 3. VPN Usage Visitors using corporate VPNs may route through VPN providers' IP ranges, which we filter out to avoid false matches. ### 4. Mobile Traffic Mobile visitors on cellular networks (4G/5G) are typically not identifiable. ### 5. Geographic Mix Our IP database has stronger coverage in North America and Europe. Traffic from regions with fewer registered business IPs will have lower identification rates.
## How to Improve - Focus your marketing on channels that attract business traffic (LinkedIn, industry publications) - Create content that appeals to people researching at work (pricing comparisons, ROI calculators) - Track identification rate over time — it often improves as your traffic mix shifts toward business hours - Use [ICP scoring](/help/icp-scoring) and [intent scores](/help/intent-scores) to focus on quality over quantity