VisualVisitor vs Leadfeeder 2026: Person or Company Level?

These two tools get shortlisted against each other constantly, and most comparisons treat them as near-identical products with different prices. They are not. They answer two different questions, and picking the wrong one means paying for an answer you cannot use.

Leadfeeder, now part of Dealfront, tells you which companies visited your site. VisualVisitor tells you that and also works at the person level. If your sales process is “call the company and ask for whoever handles procurement,” company-level is all you need and paying for more is waste. If your process depends on reaching a named individual, company-level identification leaves you with a logo and a research task.

Work out which of those describes your store before you compare a single price.

Leadfeeder Pricing in Full

Leadfeeder publishes a complete plan ladder, which makes it straightforward to budget against. Prices are quoted in euros.

Plan	Annual billing	Monthly billing	Identified companies	Contact credits	Users
Lite	Free	Free	Last 100 per month	None	Unlimited
Discover	From €79/mo	€113/mo	50 to 1,000, tiered	None	Unlimited
Activate	From €369/mo	€527/mo	1,000 to 4,000, tiered	200 to 1,500 per month	Unlimited
Scale	From €599/mo	Annual only	2,000 to 10,000, tiered	1,000 to 5,500 per month	Unlimited
Enterprise	Custom	Custom	Custom	Custom	Unlimited

Three things in that table deserve more attention than they usually get.

The unlimited users column is genuinely generous and unusual in this category. Most tools charge per seat, which quietly triples the cost for a team of three. Leadfeeder does not, so if you have a partner, a VA, and a sales contractor all needing access, that is real money saved.

The jump from Discover to Activate is enormous. Going from €79 to €369 a month is more than a four-fold increase, and it is the step that catches people out when their traffic grows past the Discover company cap.

And the plans are tiered within each name. Discover starts at €79 but scales up to 1,000 identified companies, and the price scales with it. The €79 figure is the floor of a range, not a fixed price, so treat it as a starting point rather than a quote.

Identify the person, not just the logo

VisualVisitor works at company and person level and prices on successful identifications, with a trial that does not ask for a card.

Try VisualVisitor free →

The Credit System Is the Part That Matters

Notice that contact credits do not appear until the Activate plan at €369 a month. This is the structural point of the whole comparison and it is easy to miss.

On Lite and Discover you learn that a company visited. You do not get a person, a name, or an email address. To turn a company into a human being you can contact, you spend a credit, and credits only exist from Activate upward.

So the real entry price for “identify a visitor and be able to reach them” on Leadfeeder is not €79. It is €369 a month billed annually, or €527 billed monthly. That is the number to compare against, and it changes the shape of the decision entirely.

Credits also introduce a rationing problem. Activate gives you between 200 and 1,500 credits a month depending on your tier. If you identify 800 companies and you have 200 credits, you are choosing which 200 to enrich. That is a workflow decision you now have to make every month, and it needs a rule or it will be made badly and inconsistently.

VisualVisitor’s model sidesteps this by pricing on successful identifications directly rather than splitting identification and enrichment into two metered resources. Whether that works out cheaper depends entirely on your volume, which is why the next section matters more than the pricing tables.

Estimate Your Volume Before Either Conversation

Both tools cost what your traffic makes them cost. Work out your number first and you walk into every pricing page and every sales call knowing which tier you actually need.

Start with monthly sessions from your analytics. Estimate what share is business traffic rather than consumer. For a high-ticket store selling to businesses this is commonly somewhere between 5 and 20 percent, and you can cross-check it against your own orders by counting how many carry a company name or a commercial shipping address.

Then apply a match rate, because no tool resolves everyone. Treat any vendor-quoted rate as a ceiling rather than a promise.

A worked example. A store with 30,000 monthly sessions where 10 percent is business traffic has 3,000 candidate sessions. Even at a conservative resolution rate you are likely producing several hundred identified companies a month, which puts you above the Discover ceiling at the lower tiers and heading toward Activate pricing. A store doing 5,000 sessions a month with the same mix produces well under 100, which the free Lite plan covers outright.

The difference between those two stores is a difference between zero and several hundred euros a month. Nobody can tell you which you are except your own analytics, and the check takes ten minutes.

Start With the Free Plan, Genuinely

Leadfeeder’s Lite plan gives you the last 100 identified companies each month, forever, with unlimited users. That is the best free test available anywhere in this category, and I am recommending you use it even though it delays any commission I might earn from the alternative.

Here is why it is worth 30 days of your time. The question that actually decides whether visitor identification is worth paying for is not “which tool is better.” It is “are the companies visiting my store recognisably my buyers, or is it noise?” Until you have looked at a real list from your own traffic, every other question is premature.

Run Lite for a month. Look at the list. If you see distributors, contractors, procurement departments, and businesses that plausibly buy what you sell, the category works for your store and you can now choose a tool on its merits. If you see agencies, competitors, and random ISPs, you have learned something true and saved yourself a subscription.

The 14-day full-feature trial before Lite kicks in is also worth using deliberately rather than letting it lapse in the background. Two weeks of the full product tells you whether the enrichment layer produces anything you would actually act on.

Currency and the Cost You Did Not Budget For

Leadfeeder prices in euros. If you run a US store, your actual cost moves with the exchange rate, and most cards add a foreign transaction fee on top of whatever the rate happens to be that month.

On a €79 plan the fee is a rounding error. On a €599 plan billed annually it is not, and a currency swing across a twelve-month commitment can move your real cost by a meaningful percentage in either direction. Budget with a buffer, or pay from an account that does not charge conversion fees.

This is a small point and I mention it because it is the kind of thing that never appears in a comparison article and then shows up on a statement.

Skip the credit rationing entirely

VisualVisitor prices on successful identifications rather than splitting identification and contact enrichment into two separate meters you have to manage.

See how VisualVisitor prices →

Geography and Data Sourcing

Leadfeeder is a European company and its coverage reflects that heritage, which is an advantage if a meaningful share of your traffic comes from the EU or UK. Several of the US-first tools in this category resolve European visitors poorly or not at all at the person level.

That European base also means the product is built inside a stricter data protection regime by default, which some buyers treat as reassuring. It does not transfer the obligation to you, though. The European Commission’s data protection framework applies to you as the operator running the script on your store, and your privacy policy has to describe what that script does regardless of where your vendor is headquartered.

In the United States the picture is looser federally and tightening at state level. The FTC’s privacy guidance for businesses sets out what regulators expect around disclosure and consumer expectations, and it is worth reading before you install anything that names individuals.

I am not a lawyer and none of this is legal advice. The practical rule I follow is that company-level identification is a fairly settled practice, person-level identification of named individuals raises harder questions, and if you sell into regulated markets you should get a qualified opinion rather than a blog post.

What the Script Costs Your Store

Both tools install a tag, and every tag has a page-speed cost that nobody raises during a sales conversation. On a high-ticket store where one lost mobile session can be a four-figure order, this is worth measuring rather than assuming.

The danger is cumulative rather than individual. An identification tag on its own is unlikely to hurt you. An identification tag added on top of a heatmap tool, a chat widget, three pixels, and a reviews app might be the one that pushes a product page past the threshold where mobile visitors start leaving. Google publishes the metrics it uses in its Core Web Vitals documentation, and those are the numbers to check before and after.

Measure your heaviest product page, install, wait a day, measure again. If nothing moved, stop worrying. If it did, you have a real tradeoff to weigh rather than a surprise to discover next quarter. Where the tool allows it, scope the script to product, category, and quote pages rather than running it site-wide, which cuts both the performance cost and the volume of irrelevant identifications you pay for.

Where the Signal Ends Up

An identified visitor sitting in a dashboard nobody opens produces exactly nothing. The integration question is more important than the feature list.

Leadfeeder’s shape suits a team running a CRM as the centre of its process, with identified companies flowing into pipeline records and enrichment credits spent on the accounts that clear a bar. That is a sales-team workflow and it works well when there is a sales team.

For a leaner operation, the honest question is whether anyone will actually work the list. Most solo and small-team stores that buy an identification tool never build the habit of acting on it, and the subscription gets cancelled six months later having produced nothing. Decide who opens the list, how often, and what they do next, before you pay for the first month.

The Part Neither Tool Solves

Identification tells you who visited. It does not tell you why, what they need, or whether they have budget. Every disappointment with this category traces back to that gap.

Knowing that a regional distributor viewed three product pages is a weak signal on its own. A cold email built on it lands badly and can permanently sour a relationship with a serious prospect. The setups that work pair identification with something else: a quote request form so real buyers self-identify, a retargeting audience so identified companies see relevant ads instead of getting a cold call, or an alert rule that only fires when a visit crosses a threshold such as repeat sessions on a high-value page.

Identification amplifies a sales process that already exists. It does not create one. If you have not built the follow-up layer, build it before you buy either tool, because paying several hundred euros a month to amplify nothing is a common and entirely avoidable mistake.

The Questions to Ask Before You Commit

Whichever way you lean, these are the questions that decide whether the subscription pays for itself. Ask them during the trial, not after the annual invoice clears.

What counts as one identified company? A single buyer researching a $20,000 purchase will visit your site repeatedly over two weeks. If each of those sessions consumes a slot against your monthly cap, your effective capacity is a fraction of the headline number. Ask whether deduplication happens within a month, within a session, or not at all.

What happens when I hit the cap? Some tools stop identifying, some queue the overflow, and some upgrade you automatically. Those are three very different outcomes and only one of them is a surprise on your card. Get the answer in writing.

How far back does the data go when I start? Most identification tools begin from the day you install the tag, so there is no historical backfill. That matters if you were expecting to look at last quarter’s traffic to justify the spend. You cannot, and you should plan for a month of data collection before the tool tells you anything useful.

Can I export it? If the identified companies live only inside the vendor’s dashboard, cancelling means losing the list. Check the export path before you build a process on top of it.

What is the actual accuracy on my traffic? Not the quoted match rate, yours. During the trial, take twenty identified companies and check them by hand against what you know about your market. If fifteen are plausible buyers, the tool works for you. If five are, the cost per useful identification is three times what the pricing page implied.

Which One to Pick

Pick Leadfeeder if company-level identification is enough and you have a European audience. The unlimited users allowance is genuinely valuable for a small team, the European coverage is strong, and the free Lite plan lets you validate the whole premise at zero cost. If your sales motion is to call the company rather than a named person, you never need the credit tiers and Discover from €79 a month is a reasonable long-term home.

Pick VisualVisitor if you need the person and not just the company. Once your process depends on reaching a named individual, Leadfeeder’s real entry price becomes €369 a month for the Activate plan with its credit allowance, and at that point a tool that prices person-level identification directly deserves a serious look. Go into the quote conversation with your expected identification volume already calculated.

Pick Leadfeeder Lite first if you are unsure. A hundred identified companies a month for free is the cheapest possible way to find out whether this category does anything for your store. Thirty days of that data answers the only question that matters, and you can then choose properly instead of guessing.

Pick neither if you sell to consumers. These tools match visitors to business records. A person shopping from their phone at home does not have one, and no amount of spend changes that. A consumer DTC store gets far more from heatmaps and session recordings that show what people do than from tools trying to tell you who they are.

VisualVisitor vs Leadfeeder: Person-Level or Company-Level Identification?