What Is ZoomInfo WebSights? How It Works, Cost, Setup

What is ZoomInfo WebSights?

ZoomInfo WebSights is ZoomInfo's B2B website visitor identification product. You add the ZoomInfo Script to your website; WebSights then matches visitor traffic to companies in ZoomInfo's data and shows the matched companies, the pages they viewed, and visit trends on a WebSights Analytics tab. ZoomInfo's product page, fetched 2026-09-15, positions WebSights around finding the companies and decision-makers that explore your site, and around Automatic Traffic Filtering, which separates human company visits from bot traffic. The page offers a free trial with no credit card. It does not publish a price.

That is the vendor's description. The rest of this brief answers the questions buyers search for most, from ZoomInfo's own product page and implementation guides only, and then gives a vendor-neutral checklist for installing and checking WebSights. VisitorOps has no WebSights account. Nothing on this page is a test result.

Quick fact	What ZoomInfo's official pages say (fetched 2026-09-15)
Category	B2B website visitor identification software, used inside ZoomInfo Sales or ZoomInfo Marketing; a limited version exists for ZoomInfo Lite.
How it is enabled	By adding the ZoomInfo Script to your web pages, by hand or with Google Tag Manager.
Main identification method	Reverse IP lookup that matches a visitor IP address to a company.
Person-level option	Optional Enhanced Visitor Identification (third-party cookies) and WebSights Buyer ID.
Bot handling	Automatic Traffic Filtering splits Company Traffic (real people) from Automated Traffic (bots).
What you see	Only traffic whose IP address ZoomInfo matched. Unmatched traffic is not shown.
Price	Not published on the product page or in the implementation guides.
Consent	ZoomInfo requires customers to get consent from visitors in California and the EU/UK.

How does WebSights identify visitors?

WebSights identifies visitors mainly by IP address. The FAQ on ZoomInfo's product page says the software does a reverse IP-address lookup on an anonymous visitor and then matches that IP address to a company, including for remote workers, where ZoomInfo links the worker's IP address to the company domain. The WebSights Implementation Guide says the service is powered by ZoomInfo's proprietary Visitor Resolution Service, and that WebSights Analytics shows only traffic whose IP address ZoomInfo matched. Anonymous traffic that does not match is not shown.

Three optional or adjacent layers change what a WebSights signal can contain:

• Enhanced Visitor Identification (EVI). An admin can turn on a toggle that lets ZoomInfo set third-party cookies and use its identity graph, which aggregates visitor data across websites that run the ZoomInfo Script. ZoomInfo's guides say EVI is meant to identify more individuals, decision-makers, and buying groups, and they tell you to update your privacy policy and cookie consent to reflect it. The guides also say EVI can double the Visitor Resolution Rate. That is a vendor claim, not a benchmark — measure your own rate before you repeat it.
• WebSights Buyer ID. ZoomInfo's privacy guidance says customers that use Buyer ID must tell visitors, through a cookie banner or similar notice, that the collected data will be used to identify them. Treat Buyer ID output as person-level data for your legal review.
• Automatic Traffic Filtering. The implementation guide describes a classification model that removes bots, crawlers, and scrapers from visitor results. The dashboard shows Company Traffic and Automated Traffic, and ZoomInfo calls the sum of the two your identification strength.

The WebSights for ZoomInfo Lite guide adds one more fact that matters for privacy review: WebSights collects the visitor's IP address and email-domain information from your form submissions, and ZoomInfo says that collection improves its own data quality and coverage.

What the signal means for your team

The general mechanics of the category — and what IP matching can and cannot prove — are in visitor ID vs reverse IP vs enrichment. Use this table to decide what each part of a WebSights signal is worth before it reaches sales.

Signal component	What ZoomInfo's pages describe	What you must verify on your traffic	Safe default handling
Company identification	Reverse IP lookup matched to a company.	Match accuracy against accounts you can ground-truth (customers, employees, open opportunities).	Route to a research queue, not straight to outreach.
Person or buyer layer	EVI and Buyer ID, both opt-in, with notice duties.	Whether your plan includes them, which regions they cover, and what your legal owner approves.	Do not act on person-level output until it is verified and reviewed.
Human vs automated label	Automatic Traffic Filtering.	How the filter treats your own uptime monitors, crawlers, and staff traffic.	Use it as a report filter first; trust it in alerts only after an audit.
Page priority	Page Rank: High, Medium, or Low by URL rule or AI Page Rank.	Whether the default rules match your intent model.	Keep your weights explicit and documented.
Destination push	Analytics tab, CSV export, Google Analytics and Adobe Analytics integrations, platform workflows.	The exact objects and fields written, dedupe rules, owners, and credit cost.	Start with a report or an internal channel; write to the CRM after field mapping is agreed.

How much does WebSights cost?

ZoomInfo does not publish a WebSights price. The product page, fetched 2026-09-15, offers a free trial with no credit card required and a link to try a sample, but it shows no list price, and the implementation guides show none. ZoomInfo's pricing page returned an access-check page to our fetch on 2026-09-15, so this brief makes no pricing claim from it. To get a price, ask ZoomInfo for a quote for your plan.

The implementation guides do show how some WebSights actions use ZoomInfo credits, which affects total cost:

Action	Credit use described by ZoomInfo
Export WebSights data to CSV	One credit per exported record.
Send company data to Google Analytics	One bulk credit per company, per year, unless the company is already a record under management.
Send company data to Adobe Analytics	One bulk credit per unique company per annual contract period, unless already under management.
Website Personalization (company data returned to the browser)	One bulk credit per company, unless already under management.
WebSights for ZoomInfo Lite	Shows up to 10 new companies a day; export is not available (Lite guide, dated April 2025).

Questions to put in writing before you sign: Is WebSights sold alone or bundled with other ZoomInfo modules? How many credits does the contract include, and what does the export and integration setup you plan consume each year? Which features — EVI, Buyer ID, integrations — are in your plan?

How do you install WebSights?

You install WebSights by adding a domain in ZoomInfo and then putting the ZoomInfo Script on every page you want to track. ZoomInfo's WebSights and ZoomInfo Script implementation guides, fetched 2026-09-15, describe these steps:

1. Check cookies and Content Security Policy first. If your site has a CSP, allow the domains that ZoomInfo's script guide lists (js.zi-scripts.com, ws.zoominfo.com, and several clickagy.com hosts). The script sets a first-party cookie, _zitok, that holds an opaque visitor ID.
2. Add a domain in the Admin Portal or GTM Studio under Configurations > Domains.
3. Get the script with Get embedded code, or email it to the person who will install it. Keep it in a plain-text editor; ZoomInfo warns that word processors can break it.
4. Install the script as it is, without edits. Either paste it at the start of the <head> of each page (or in the <body>), or add it in Google Tag Manager as a Custom HTML tag with a page-view trigger. ZoomInfo's GTM example fires on All Page Views, and it warns that a paused tag will not fire.
5. Confirm the connection. The Connection status on the Domains page changes from Off to On. Make sure the WebSights toggle under Connected products is on.
6. Make a test visit to a tracked page and confirm the visit registers in WebSights.
7. Set Page Rank. ZoomInfo provisions five default High rules for URLs that contain pricing, demo, contact, blog, or solutions. You can add up to 60 manual rules, or turn on AI Page Rank, whose rankings appear 24 to 48 hours after a page gets a visit.
8. Decide on advanced settings: Website Personalization, Google Analytics or Adobe Analytics integration, and EVI. Each has a cost or a consent effect, so decide them one at a time.

Consent is part of the install, not an afterthought. ZoomInfo's guides say it requires customers to get consent from website visitors in California and the EU/UK before the script runs, and they suggest putting the script behind your consent management tool. That is ZoomInfo's minimum, not legal advice — your own counsel decides what your site needs. If your site ran an older WebSights script from before April 17, 2023, ZoomInfo asks you to replace it with the ZoomInfo Script. Check for both, so you know which script is live — duplicate tags are a common failure in post-launch tag QA.

WebSights install and QA checklist (vendor-neutral)

This is a checklist, not a test report. VisitorOps has not tested WebSights and has no trial account. Each item comes from our own post-launch tag QA guide, mapped to the setup steps ZoomInfo documents above. Use it on your own rollout and record your own results.

Before install

• The launch ticket names the domains and pages in scope, the tag owner, and the rollback owner.
• Your privacy owner has decided where the script sits relative to your consent tool, including ZoomInfo's California and EU/UK consent requirement.
• EVI and Buyer ID are separate, written decisions — not defaults turned on during setup.
• Your CSP allow-list is updated for the domains in ZoomInfo's script guide.
• You searched the site and your GTM container for older ZoomInfo or WebSights scripts.

Install

• The script is installed one way only (hard-coded or GTM, not both), pasted without edits.
• If you use GTM, the trigger matches the scope in the ticket, and the tag is not paused.
• The Domains page shows Connection status On, and WebSights is on under Connected products.

First 48 hours after launch

• One test visit to a target page fires the tag once; you logged the URL and timestamp.
• A page that is out of scope does not fire the tag, if your plan excludes it.
• In a denied or not-yet-consented state, the tag waits as your consent plan says it should.
• You looked for the test visit in WebSights. WebSights shows only IP-matched traffic, so a test visit from an unmatched network may not appear: log that as "not visible" and check firing separately — do not log it as "tag broken".
• Your existing analytics still record page views as before, with no duplicates.
• You reviewed the default Page Rank rules against your intent model — for example, whether blog URLs should be High.
• You recorded the first Company Traffic and Automated Traffic figures as a baseline.

Before any signal reaches sales

• CRM or workflow records carry the source, the evidence depth (company-level, or person-level from Buyer ID), an owner, and a safe next action.
• Alert wording is internal and conservative — "review this account", never "this person visited".
• You measured a usable match rate on your own traffic with the match-rate calculator, with the denominator stated and a precision sample scored.
• You know how to pause quickly: the GTM version or code change to revert, and the WebSights toggle to switch off.
• ZoomInfo has answered the vendor due-diligence questions in writing.

WebSights vs RB2B: what is the difference?

Both tools identify website visitors, but their public positioning differs. WebSights runs inside ZoomInfo's platform (ZoomInfo Sales or Marketing): it identifies companies mainly by reverse IP lookup, adds person-level signals only through opt-in EVI and Buyer ID, and has no published price. RB2B's homepage, fetched 2026-09-15, positions RB2B around person-level identification — names, LinkedIn profiles, and business emails — for US traffic only, with global company-level identification through a partnership with Demandbase. RB2B publishes self-serve pricing, including a free company-level tier. Neither public source trail tells you which tool is more accurate on your traffic.

Decision point	ZoomInfo WebSights (ZoomInfo pages, 2026-09-15)	RB2B (RB2B pages, 2026-09-15)
Default identity depth	Company-level; person-level through EVI or Buyer ID.	Person-level for US traffic; company-level globally.
Install	ZoomInfo Script, by hand or through GTM.	A pixel in the site header.
Pricing	Not published; credits affect export and integration cost.	Self-serve tiers published, including a free company-level tier.
Platform fit	Part of the wider ZoomInfo data and GTM platform.	Its own app; pushes to Slack, Teams, CRMs, Clay, and 50+ other apps, per its homepage.

For the full proof checklist — identity depth, CRM handoff, alerts, tag ownership, and stop rules — use the ZoomInfo WebSights vs RB2B buyer verification checklist.

Buyer verification questions for ZoomInfo

Put these in writing during the trial or before signature:

1. For our traffic sample, what share of identified visits was company-level and what share person-level, and how was each derived?
2. What did Automatic Traffic Filtering classify as automated on our site, and can we see what was filtered and why?
3. Which geographies and visitor types does identification cover, and what changes for EU and UK traffic?
4. Which of EVI, Buyer ID, and each integration are in our plan, and what notice or consent does each need?
5. What exactly is written to our CRM or analytics tools: objects, fields, timestamps, dedupe behavior?
6. How many credits do our planned export and integration settings use per year?
7. What data-processing documentation should our privacy owner review before production access?
8. At cancellation, what happens to collected visitor data and to the deployed script?

The longer, vendor-neutral version is the 32-question vendor due-diligence checklist. When vendors quote identification rates, convert them into a number you can defend with the match-rate calculator and the match-rate methodology, then check individual matches with the match-quality audit worksheet.

Claim ledger

Claim used in this guide	Source boundary	Review rule
WebSights is positioned around finding the companies and decision-makers exploring a site, with Automatic Traffic Filtering.	ZoomInfo WebSights product page, fetched 2026-09-15.	Re-verify before repeating; positioning copy changes.
WebSights identifies visitors by reverse IP lookup matched to a company, and shows only IP-matched traffic.	Product page FAQ and WebSights Implementation Guide, fetched 2026-09-15.	Describe as ZoomInfo's documented method, not as measured accuracy.
EVI uses third-party cookies and an identity graph; ZoomInfo says it can double the Visitor Resolution Rate.	WebSights and ZoomInfo Script implementation guides, fetched 2026-09-15.	Always attribute the rate claim to ZoomInfo; never present it as a benchmark.
Install steps, CSP domains, _zitok cookie, Page Rank defaults, and the 60-rule limit.	WebSights and ZoomInfo Script implementation guides, fetched 2026-09-15.	Re-check the guides before a rollout; UI labels change.
ZoomInfo requires consent from California and EU/UK visitors; Buyer ID requires a notice.	Privacy sections of both implementation guides, fetched 2026-09-15.	ZoomInfo's minimum only; not legal advice.
Credit use for CSV export, Google Analytics, Adobe Analytics, and Website Personalization.	WebSights Implementation Guide, fetched 2026-09-15.	Confirm against your contract.
Lite limits: up to 10 new companies a day, no export.	WebSights for ZoomInfo Lite guide, fetched 2026-09-15, file dated April 2025.	Treat as possibly stale; re-check.
No WebSights price is published.	Product page and guides, fetched 2026-09-15; ZoomInfo's pricing page returned an access-check page to our fetch.	Add a price only with a current primary source.
RB2B: US-only person-level ID, global company-level ID with Demandbase, published self-serve pricing.	RB2B homepage and pricing page, fetched 2026-09-15.	Used only as a contrast.
No hands-on testing, match rates, or legal conclusions are claimed.	Not used.	The checklist is a checklist, not a result.

FAQ

Is WebSights the same as reverse IP lookup?

Reverse IP lookup is the core method ZoomInfo describes on its product page, but WebSights adds more on top: a bot-filtering model, page ranking, analytics, and optional cookie-based identification through EVI. What IP matching can prove is covered in visitor ID vs reverse IP vs enrichment.

Can WebSights tell me exactly who visited my website?

By default, WebSights matches visits to companies. Person-level signals come from opt-in features — EVI and Buyer ID — that carry notice and consent duties under ZoomInfo's own guidance. Verify what your plan includes, and have your privacy owner review it before anyone acts on a named person.

Does WebSights show all of my website traffic?

No. ZoomInfo's implementation guides say WebSights Analytics shows only traffic whose IP address ZoomInfo matched; unmatched anonymous traffic is not shown. Bot traffic is also filtered out and reported separately as Automated Traffic.

Does WebSights need cookie consent?

ZoomInfo's guides say it requires customers to get consent from website visitors in California and the EU/UK before the ZoomInfo Script runs, and they suggest placing the script behind your consent tool. Other regions may have their own rules, so ask your own legal counsel.

How do I know if WebSights data is accurate?

Measure it yourself. Score a sample of identified companies against accounts you can verify, compute a usable match rate with the match-rate calculator, and log the results in the match-quality audit worksheet. Vendor filtering and accuracy language describes a process, not your measured outcome.