# Visitor identification trial scorecard

Created by Leadpipe. Use with any vendor. Template version: 2026-09-23.
Guide: https://www.leadpipe.com/resources/visitor-identification/

## Agree on the evaluation before collecting results

- Decision owner:
- Vendor and exact plan:
- Trial dates and time zone:
- Business objective and destination system:
- Eligible domains, paths and regions:
- Excluded pages, customers and other populations:
- Identity unit: people / companies (choose one per scorecard):
- Required fields and fit rules:
- Acceptance threshold and rationale:
- Sample selection method and planned sample size:
- Configuration differences or early trial limits:

## Cohort totals

| Stage | Count | Definition / source / observation window |
|---|---:|---|
| Eligible unique visitors | | |
| Unique returned people OR companies | | |
| Records actually reviewed | | |
| Accepted reviewed records | | |
| Rejected reviewed records | | |
| Unresolved reviewed records | | |
| Accepted records delivered correctly | | |
| Accepted records awaiting or failing delivery | | |
| Meetings | | |
| Sourced opportunities | | |
| Influenced opportunities (report separately) | | |
| Won deals and realized revenue | | |

Reviewed = accepted + rejected + unresolved. Unreviewed output is not accepted output.
Deduplicate repeat records within the agreed window; retain repeat activity separately.
Do not compare person and company counts as equivalent output.

## Record review log

Use pseudonymous internal record IDs here. Keep contact details in your approved system.

| Record ID | Identity evidence | Required fields | Fit | Suppression checked | Decision | Rejection/unknown reason | Correct destination/owner | Reviewer/date |
|---|---|---|---|---|---|---|---|---|
| | | | | | | | | |

## Ratios

- Sample acceptance = accepted reviewed records / reviewed records.
- Delivery success = correctly delivered accepted records / accepted records submitted for delivery.
- Do not calculate a rate with a zero denominator; report undefined and show the counts.
- Report sample selection, size and unresolved share. Do not generalize a hand-picked sample to all traffic.

## Cost worksheet (one consistent period)

- Subscription:
- Implementation allocation:
- Operator hours x internal hourly cost:
- Required enrichment / integration costs:
- Total operating cost:
- Accepted records in that period:
- Cost per accepted record = total cost / accepted records.

Illustration only: $500 / 100 accepted records = $5 each. This is not a benchmark.
Records and pipeline are not profit. Track closed outcomes before claiming financial ROI.

## Decision

- Pass / fail / insufficient evidence:
- Evidence supporting the decision:
- Unresolved questions and responsible owner:
- Next observation date:
- Changes needed before rollout: