6sense

Overview

6sense is an AI-powered account-based marketing (ABM) and revenue intelligence platform that identifies anonymous B2B website visitors and matches them to in-market buying accounts. The platform uses intent data signals from website behavior combined with third-party intent sources to predict which companies are actively researching solutions in a given product category. When detected on a website, 6sense's scripts are performing reverse IP identification, behavioral tracking, and intent scoring to feed sales and marketing teams with qualified account intelligence.

What This Script Does

6sense deploys a comprehensive tracking and identification script on B2B websites.

• Scripts loaded: The 6sense web tag loads from 6sense's CDN, initializing visitor identification and behavioral tracking
• Reverse IP identification: The script captures the visitor's IP address and matches it against 6sense's proprietary database of company IP ranges, identifying the visiting organization without requiring individual identification. This company-level deanonymization occurs on every page view.
• Intent scoring: Behavioral signals (pages visited, content consumed, time on pricing pages, repeat visits) are combined with third-party intent data (content consumption across the web) to produce buying stage predictions — awareness, consideration, decision, and purchase.
• Cookies set: Persistent first-party cookies store visitor identifiers for cross-session tracking and intent accumulation. The platform builds progressively richer intent profiles as the same visitor (or visitors from the same company) return over time.
• Data collected: IP address (for company identification), page URLs, content engagement metrics, visit frequency and recency, browser and device information, and referrer data. This is enriched with 6sense's firmographic data (company size, industry, technology stack, funding stage).
• Segment activation: Identified accounts and their intent stages are pushed to advertising platforms (LinkedIn, display networks), CRM systems (Salesforce), and sales engagement tools for targeted outreach and advertising.

Consent & Compliance

6sense falls under both analytics and marketing consent categories.

Under GDPR and ePrivacy, 6sense's tracking requires explicit consent. The reverse IP identification processes personal data (IP addresses) for profiling under GDPR. Persistent cookies for behavioral tracking require consent under the ePrivacy Directive. The company-level deanonymization through IP lookup raises transparency concerns — visitors are identified (at the company level) without awareness or consent. The combination with third-party intent data amplifies the privacy impact by creating profiles that extend beyond the single website's data.

Under CCPA/CPRA, the IP-based company identification, behavioral tracking, and segment activation across advertising platforms constitute processing and "sharing" of personal information for cross-context behavioral advertising. The pushing of audience segments to LinkedIn and display ad networks for targeted advertising is a clear "sharing" trigger.

Should You Block This Without Consent?

Yes. 6sense's tracking script performs IP-based visitor identification, sets persistent tracking cookies, builds intent profiles from browsing behavior, and activates audience segments across advertising platforms. Block the 6sense tag until the user grants consent for analytics and marketing purposes.