What are Site Visitor Audiences?

Site Visitor Audiences let you identify qualified accounts visiting your website and retarget them (or exclude them) based on their firmographic and technographic attributes.

(That's a fancy way of saying that you can retarget people based on the company they're from and the technology that their company uses.)

Use Site Visitor Audiences when you want to:

  1. Eliminate wasted spend by excluding visitors that come from bad-fit accounts.
  2. Improve conversion rates by personalizing your ads and landing pages based on the type of company your visitors work for.

Exclude bad fit companies to eliminate wasted spend

Excluding visitors has pretty straightforward benefits—you don’t want to spend money showing ads to people who are a bad fit for your product. Just remove them from the equation using Clearbit’s firmographic and technographic criteria.

Personalize campaigns for better performance

It's easy to retarget everyone who visits your site with generic ads. But generic ads deliver generic results. Using Clearbit's company and technology data, you can connect with visitors in a more compelling way based on the type of company they work for.


We do this kind of personalization ourselves here at Clearbit. When we run retargeting campaigns for our form shortening solution, we create three audiences to target visitors from companies that use Pardot, Marketo, or Hubspot. Then we show a different version of our ad to highlight the relevant integration.

Did you know? Highly relevant ads aren't just good for the customer experience. Facebook and Google actually reward advertisers for showing more relevant ads to prospects, offering cheaper impressions for more engaging ads.

Getting Set Up

You need both the Facebook pixel and the Clearbit tag installed on your website for Site Visitor Audiences to build.

  • The Facebook pixel identifies the Facebook user and tracks pageviews on your website, which lets you show retargeting ads after they leave.
  • The Clearbit pixel identifies people and reveals companies on your website, and communicates with your Facebook pixel when someone you want to target (or not target) is visiting.

Learn More