Customers.ai has released its “2025 State of the Website Visitor Identification Industry Report,” revealing significant data accuracy issues in the anonymous website visitor identification space. The report uncovers a widespread data accuracy problem that’s damaging brands’ marketing efforts, driving up costs, and impacting performance.
With the rise of third-party cookie deprecation and the increasing reliance on AI-powered tools, anonymous website visitor identification has quickly become a $1B industry. However, the lack of transparency and accountability for data accuracy among providers is hindering progress.
Testing revealed that three out of four website visitor identification providers scored very poor, with accuracy rates ranging from approximately 5% to 30%. In contrast, Customers.ai’s solution delivered an accuracy rate of approximately 65-90%, showcasing a clear performance gap in the industry.
“Brands deserve to know the truth about the data they’re relying on. Our report highlights a shockingly low data accuracy rate for legacy Website Visitor Identification solutions and an urgent need for greater transparency and accountability in the industry”, said Larry Kim, CEO and Founder of Customers.ai.
Key Findings:
- Alarming Accuracy Gaps: Three out of four providers had low accuracy rates, ranging from approximately 5% to 30%. Customers.ai outperformed with approximately 65-90% accuracy.
- The Hidden Cost of Bad Data: Inaccurate visitor identification drives up marketing costs, harms email deliverability, and wastes ad spend.
- Call for Industry Accountability: Customers.ai’s new Visitor ID data testing tool allows brands to independently evaluate the accuracy of their visitor identification provider’s data.
The full report, along with a tool to test the accuracy of visitor identification data, is available at https://customers.ai/state-of-website-visitor-identification.
