When Knock2 identifies a website visitor, you'll sometimes see a named individual — a specific person with a job title, company, and contact details. Other times, you'll only see the company. This is expected behavior, and understanding why helps you get the most out of Knock2.
How Identification Works
Knock2 uses two levels of identification:
Contact identification — We identify the specific person visiting your site, including their name, job title, email, and company.
Account identification — We identify the company visiting your site, but cannot determine which individual person it was.
Every time a visitor is detected, Knock2 attempts contact identification first. If we can't match a specific person, we fall back to account-level identification so you still get the company signal.
What to Expect: Match Rates
Knock2 identifies between 20–40% of U.S. visitors at the contact level. The remaining visitors will appear as account-only matches.
A few important things to keep in mind:
Contact identification is currently U.S.-only. Traffic from outside the United States is not eligible for contact-level matching and will always appear as an account match.
Not all U.S. traffic will return a contact match. Even within U.S. visitors, only a subset will match to a named individual — this is normal and expected.
Your numbers will be lower than Google Analytics. Knock2 intentionally filters out bots, crawlers, and scrapers. GA counts all traffic; Knock2 only counts real human visitors. This means your Knock2 volume will always look lower — and that's by design.
How This Affects Slack Notifications
When Knock2 identifies a contact, the Slack notification will show the individual person. When only an account is identified, the notification will show the company.
One important rule: if a contact is identified for a given account, Knock2 will not send a separate account-level Slack notification for the same visit. This prevents duplicate alerts for the same activity. You can still see the associated account record in the dashboard — it just won't generate a redundant notification in Slack.
Viewing Both in the Dashboard
Regardless of whether a contact or account was identified, you can always view both in your Knock2 dashboard:
The Contacts tab shows all contact-level identifications
The Accounts tab shows all account-level identifications, including the associated contacts nested underneath where available
Questions?
If you have questions about identification rates or want help reviewing your data, message us in Intercom or email support@knock2.ai.