Pearl Diver turns anonymous website traffic into identified visitor records you can act on. The questions below are grouped by topic so you can find the one you need quickly.

🚀 Getting started

Is Pearl Diver a good fit for my business?

Pearl Diver is built for small-to-medium businesses selling into B2B or B2C markets with a customer base in the United States. If even one of these applies, it can deliver a strong return:

• You've invested in generating website traffic
• Your site sees high volumes of traffic
• You offer high-value products or services
• You use email marketing to attract or nurture leads
• You actively follow up with leads and deals

What value does Pearl Diver provide for my business?

Pearl Diver identifies the people behind your website visits so you can act on them. You can:

• See who's visiting your site and keep control of your first-party data
• Identify your most engaged leads and customers
• Enrich lead records with data for segmentation, upsells, and targeting

First-party data comes directly from your audience's real interactions with your brand, which makes it more accurate, more relevant, and easier to keep compliant with regulations like GDPR and CCPA. Without a tool like Pearl Diver, only about 2–3% of visitors are identified through forms and demo requests. With it, you can identify around 20–25% of your real human visitors.

When Pearl Diver identifies a visitor, it enriches their profile based on whether they're B2B or B2C:

• B2B: job title, industry, company name, company revenue, employee count, business phone, business address
• B2C: full name, phone number, home address (city/state/ZIP), age, gender, estimated household income, marital status, presence of children, homeownership status

Note: Pearl Diver uses only ethically sourced, permissible-use data and holds to strict privacy and compliance standards.

Who is Blackpearl Group?

Blackpearl Group is a technology company that builds, acquires, and markets data-driven cloud services for small and medium businesses, focused on productivity and demand generation. At its core is the Pearl Engine, a proprietary platform its companies reuse and scale to reach new markets faster and at lower cost. Blackpearl Group currently powers Pearl Diver, Black Pearl Mail, Bebop, B2BRocket, and NewOldStamp.

Data and identification

Where does the data come from?

Your website visitor data is matched against an identity graph built from one of the largest data co-operatives in the United States. From that match, Pearl Diver provides demographic and firmographic details such as job titles, company information, and location.

What is an identity graph?

An identity graph is a connected database that links different identifiers to one real person, for example an email address, a mobile number, a cookie ID, and browsing activity. Together those identifiers form a full profile, which is how Pearl Diver recognizes the same person across devices and sessions and matches them to enriched data like company, role, and demographics.

What is the Data Co-Operative?

The data co-operative is built on billions of signals contributed daily by its members. That shared network creates a richer pool of data than any member could capture alone, with fixed-price access and no dependence on traditional third-party suppliers. For privacy reasons the individual members aren't named, but their categories include email service providers, account-based marketing, demand-side and supply-side ad platforms, sales lead accelerators, and marketing automation.

Important: Visitor data collected through Pearl Diver stays strictly within Pearl Diver and is never shared back with the data co-operative.

How is Pearl Diver's data different from other sources?

Most analytics tools, like Google Analytics, give you aggregate numbers: page views, bounce rates, new versus returning visitors. They don't tell you who those visitors are. Pearl Diver provides identity-level data, so you see the real people behind the traffic:

• Names and email addresses
• Job titles, departments, and seniority
• Company information and industry
• Demographics like age, gender, income range, and location
• How often they return to your site

The data is in active use and updated daily with corrections, rather than sitting in a static database that goes out of date. The underlying co-operative keeps growing as new sources and data points are added.

How does Pearl Diver identify who visits my website?

Identification happens in two steps:

1. Collecting visit attributes: each visit captures attributes such as IP address, hashed email (HEM), device IDs, and cookies.
2. Matching attributes to people: Pearl Diver uses its identity graph to match those attributes to a real individual, then connects firmographic (company, role, industry) and demographic (age, gender, location) information.

For a visitor to be identified, all three of these must be true:

• They're on a device or browser tied to a specific person, not a shared or anonymous device.
• Their information already exists in Pearl Diver's identity graph. The graph is large but doesn't cover every U.S. individual.
• They haven't been suppressed. Suppression happens when someone opts out of tracking or uses a tool like a VPN to hide their data.

If any condition isn't met, that visitor can't be identified and won't appear in your dashboard.

How many website visitors will Pearl Diver be able to identify?

On average, Pearl Diver identifies about 20–25% of your real human visitors, compared with the 2–3% typically identified through forms or demo requests, roughly 5–10 times more visibility. Keep in mind that 50–75% of raw traffic is usually bots, which Pearl Diver filters out, so these figures apply to human visitors only.

How accurate is the data?

People change jobs, move, and update email addresses, so what's accurate today may not be tomorrow. Pearl Diver keeps each field current by continuously updating it from one of the largest U.S. data co-operatives.

Are the visitor records unique?

Yes. Each visitor is treated as a unique record. If the same person returns, their existing record is updated with the new activity. You may see what looks like a duplicate only when someone's identifying details, such as email or phone, change and make them appear as a new person.

Can I view which specific pages each visitor accessed?

Yes. In each visitor profile, under Sessions, you can see which pages they viewed, how long they stayed, where they came from (referral URL), and which campaign or ad they clicked (via UTM tags). This helps you gauge their intent and interest.

What are "sessions" in Pearl Diver?

A session is a continuous record of what a visitor does on your site. Each session lasts up to 30 minutes of activity. If the visitor returns after 31 minutes, a new session starts. Sessions group activity into logical visits rather than scattered clicks.

What is a referral URL and why does it matter?

A referral URL tells you where a visitor came from before landing on your site, such as a search engine, a social platform, or another website. Referral URLs show which sources drive your most valuable visitors.

What is UTM tracking and how is it used?

A UTM (Urchin Tracking Module) code is text added to the end of a URL to track a specific marketing campaign. When someone clicks that link, Pearl Diver captures the UTM details, letting you track the campaign, source, and medium. That tells you which campaigns drive visitors and which convert into leads.

🔐 Privacy, consent, and compliance

What compliance measures and security protocols does Pearl Diver follow?

Pearl Diver follows recognized privacy and security standards:

• CCPA compliance: meets the California Consumer Privacy Act's requirements for California residents' personal information.
• GDPR aligned: processes align with the EU's General Data Protection Regulation.
• NIST 800 standards: follows the NIST Cybersecurity Framework (U.S. Department of Commerce) to manage and reduce cybersecurity risk.
• HIPAA: Pearl Diver doesn't store medical data, so it isn't required to be HIPAA compliant. If you're in healthcare and use Pearl Diver data to enrich your own database, you're responsible for HIPAA compliance in how you use it.

How do visitors give consent to data tracking on my site?

Visitors consent through a consent banner or pop-up on your site. The banner should clearly state that cookies and tracking are in use, and visitors must be able to accept or decline.

Tip: For the details on how consent is captured, see "Do I Need a Consent String and Privacy Policy to Use Pearl Diver?" in this Help Centre.

What is a consent string and why is it important?

A consent string is a short code that records whether a visitor has given permission for their personal data to be collected and used for advertising or lead generation. It helps you stay compliant with laws like GDPR (EU) and CCPA (California). Whether you legally need one depends on where you operate, but if you handle data from visitors in the EU or California, you'll generally need to capture consent and store it in a consent string.

Important: Even where it isn't strictly required by law, Pearl Diver requires a consent string for every account as a precaution to ensure proper compliance.

What information needs to be included in my privacy policy?

Your privacy policy should explain what data you collect, how you use it, and who you share it with. At a minimum, cover:

• Types of personal data collected: name, address, email, phone.
• Purpose of collection: account setup, providing services, or marketing.
• Data storage and retention: where the data is stored and how long you keep it.
• Data sharing: who you share it with, such as service providers or third-party advertisers.
• User rights: the right to access, correct, delete, or restrict processing.
• Data security: how you protect data from unauthorized access.
• Changes to the policy: how updates are made and how users are told.

Note: Privacy laws vary by region. Review and update your policy regularly to stay compliant with the laws that apply to your business.

Why do I need a consent string if I already follow CCPA guidelines?

CCPA gives California residents the right to opt out of the sale of personal data, but Pearl Diver needs an explicit consent signal (a consent string) to process visitor data in real time. CCPA compliance on its own doesn't generate that signal, and without it Pearl Diver can't identify visitors even if your privacy policy already meets CCPA standards.

How do I handle data requests from customers, such as deletions or access?

If a customer requests access to or deletion of their data, you can direct them to the privacy opt-out form or complete it on their behalf at blackpearl.com/privacy-opt-out. The form covers Request My Information, Delete My Information, Opt Out or Unsubscribe, and Do Not Sell My Personal Information.

Contacting website visitors

Am I allowed to call the identified contacts?

Pearl Diver provides phone numbers where possible, but they are not filtered against the National Do Not Call (DNC) list. You must comply with TCPA rules before calling. Key rules:

• Don't call anyone on the National Do Not Call Registry.
• Don't call before 8 a.m. or after 9 p.m. in the recipient's time zone.
• Don't deliver artificial or prerecorded voice calls without prior written consent.
• Don't use autodialers or recorded messages to mobile phones, or any line where the receiver pays for the call.
• Don't call emergency numbers, hospital patient rooms, or other restricted lines.

Warning: Pearl Diver data is for lead generation only. To use it for telemarketing you must subscribe to the DNC Registry, scrub your call lists at least every 31 days, and pay any required fees. The FTC treats each non-compliant call as a potential violation, so consult a legal or compliance expert before using the data for phone outreach.

Can I email identified contacts or add them to my marketing campaigns?

Yes. You can capture visitor emails and use them in your own campaigns rather than relying only on anonymous ad platforms. You can build audiences from firmographic and demographic data, send drip or nurture emails, and use emails for remarketing. You must comply with CAN-SPAM, which requires:

• Unsubscribe compliance: a clear, working unsubscribe link in every email, opt-out requests honored within 10 business days, and suppression lists used only for compliance.
• Content compliance: accurate "From" lines, relevant and non-deceptive subject lines, a valid physical mailing address (PO boxes are fine), and clear labeling of adult content.
• Sending compliance: no email without an unsubscribe option, no false headers, and no blank emails.

Installation and access

Where should I install the tracking pixel (tag/JavaScript) on my website?

Install the Pearl Diver tracking code in a global location so it runs on every page. You can place it inside the <head> or <body> tag of your site, or deploy it through Google Tag Manager (GTM). To confirm it's installed, inspect the page code in your browser and check that the snippet is present.

Can I install the tracking pixel on a single or specific web page?

Yes. If you only want to track one page, install the pixel on that page instead of in a global header. Note that Pearl Diver will then only track data for that page, which is useful for testing or for insights on a single landing page.

How do I access my Pearl Diver data?

To set up access, the team will ask for the email addresses you want authorized as admins, create direct invite links for them, and send the invites so admins can log in to Pearl Diver at https://pearldiver.blackpearl.com/login. Once logged in, you can add more users yourself from the Settings page.

Note: Pearl Diver supports Microsoft and Google-hosted emails, including @hotmail.com and @gmail.com addresses.

Can Pearl Diver track multiple websites or domains under one account?

Yes. The Pearl Diver support team generates a unique tracking pixel for each website or domain, and you install the matching pixel on each site. Pricing for multi-domain tracking is arranged with the sales team.

Audience segmentation

What are "Audiences" in Pearl Diver, and how do I use filters?

An Audience is a segment of your Pearl Diver data that you build using filters, a way to focus on the contacts who matter most. For example, a real estate company focused on Arizona might get visitors from across the U.S., so they could build an Audience that captures only people located in Arizona and nearby states, who have visited more than once, and who have a mobile number on file. They can then export that subset or sync it to their CRM or marketing platform.

What makes up the "Pearls" audience?

The Pearls audience highlights your repeat visitors, people who have been to your site more than once in the last 90 days. These are warm leads worth retargeting through email or Meta/Google ads.

Data access and exports

What data do I get access to?

Pearl Diver provides B2B and B2C visitor records, plus plain-text email (PTE) records:

• B2B records may include company name, domain, phone number, industry, size, revenue, business emails, job titles, seniority, LinkedIn profile links, and professional addresses.
• B2C records may include name, email, phone, city/state/ZIP, demographics (age, gender, income), and personal addresses.
• Plain-text emails (PTE) are lighter records containing only an email address.

Attributes Pearl Diver can capture include:

• First and last name
• Personal and business emails
• Phone numbers (mobile, personal, direct)
• Addresses (personal and professional)
• Company and industry details
• Job title, department, seniority
• LinkedIn profiles
• Age, gender, income range

How frequently is the data refreshed in the dashboard?

Your dashboard updates every 30 minutes between 6 a.m. and 11 p.m. NZT, Monday to Friday, and once daily on weekends.

How can I integrate Pearl Diver data with my CRM or marketing tools?

You can move Pearl Diver data into other systems three ways:

1. Direct export: download your identified visitor data from your dashboard.
2. Direct integrations: send data straight into supported tools with no extra steps.
3. Zapier: for platforms without a direct integration, connect through Zapier.

Note: Zapier supports many platforms but not all. Check Zapier's app directory to confirm your tool is supported.

🔧 Troubleshooting and edge cases

Why are there duplicate records in my Pearl Diver dashboard?

Records are de-duplicated by email address and activity date. If someone uses multiple email addresses linked to the same cookie, you may see what looks like duplicates. These aren't true duplicates, they're multiple identifiers matched to the same visitor profile.

Why did a Pearl Diver match show a family member instead of the actual visitor?

This can happen in households where several people share one IP address. To reduce mismatches, Pearl Diver first matches on browser-specific metadata (cookies, user-agent data) to identify individual devices, uses IP matching only as a secondary method, and re-indexes its identity graph regularly with fresh data. Shared devices or networks can still cause the occasional mismatch, but this layered "waterfall" approach keeps those cases to a minimum.

Why didn't Pearl Diver capture a visitor who completed a purchase?

Pearl Diver only records data for resolved visitors, the ones it can identify and verify. A purchase might not be captured if the visitor's data couldn't be verified against at least three sources, their email address couldn't be captured, or they weren't in the current identity graph (U.S. coverage isn't yet 100%). In those cases their session won't appear in your dashboard even though they bought something.