Pearl Diver FAQ

🧠 Is Pearl Diver a good fit for my business?

Pearl Diver is designed for small-to-medium-sized businesses that operate in either B2B (business-to-business) or B2C (business-to-consumer) markets with a customer base in the United States.

💡 Pearl Diver is a strong fit if you:

Even if just one of the points below applies to your business, Pearl Diver can deliver significant ROI:

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 helps you identify and connect with the people behind your website visits.

Key Capabilities:

See who’s visiting your website and control your first-party data
Identify your most engaged leads and customers
Enrich lead records with actionable data for segmentation, upsells, or targeting

Pearl Diver Gives You Control Over Your First-Party Data

First-party data has become the most valuable and reliable marketing asset. Unlike third-party data, first-party data comes directly from your audiences’ real interactions with your brand, making it:

More accurate
More relevant
More compliant with regulations like GDPR and CCPA

Website Visitor Identification

Without Pearl Diver, only ~2–3% of visitors are identified (via forms, etc.)
With Pearl Diver, you can identify 20-25%% of real
Know who’s re-visiting your site and take action fast

Enrichment

When Pearl Diver identifies a visitor, their profile is enriched with additional data. Depending on whether the visitor is B2B or B2C, Pearl Diver can append the following types of information:

B2B
- Job Title
- Industry
- Company Name
- Company Revenue
- Employee Count
- Business Phone Number
- Business Address
- Full Name
- Phone Number
- Home Address (City/State/ZIP)
- Age
- Gender
- Estimated Household Income
- Marital Status
- Presence of Children
- Homeownership StatusB2C

⚠️ Note: Pearl Diver always adheres to strict privacy and compliance standards, using only ethically sourced and permissible-use data.

🌏 Who is Blackpearl Group?

Blackpearl Group is a technology company that builds, acquires, and markets data-driven cloud services for small and medium-sized businesses.
Their suite of applications focuses on productivity and demand generation.

At the heart of it all is the Pearl Engine — a proprietary platform that helps accelerate growth. By reusing and scaling its components, Blackpearl’s companies can reach new markets, deliver more value, and grow faster at lower cost.

Blackpearl Group currently powers Pearl Diver, Black Pearl Mail, and Newoldstamp.

👉 Learn more about the company behind Pearl Diver here.

📊 Where does the data come from?

The identity graph + U.S. data co-operative - Your website visitor data is matched against an identity graph built from one of the USA's largest data co-operatives. From this, we are able to provide demographic and firmographic details such as job titles, company info, demographics, and location.

🧩 What is an Identity Graph?

An identity graph is a connected database that links different identifiers to one real person. For example, it might connect:

An email address
A mobile number
A cookie ID
Browsing activity

Together, these identifiers form a full profile. That’s how Pearl Diver can recognize the same person across devices and sessions, and match them to enriched data like company, role, and demographics.

By analyzing this data, companies can better understand their customers' behavior and preferences, and deliver more personalized and relevant experiences across various channels.

🤝 What is the Data Co-Operative?

The data co-operative is built on billions of signals contributed daily by its members. This shared network creates a richer pool of data, giving each participant access to insights far beyond what they could capture on their own.

The co-op ecosystem was created to ensure fixed-priced access to undisrupted data and services with no dependencies on traditional third-party suppliers.

For privacy reasons, we cannot share company names, but the members’ categories include:

Email service providers
Account-based marketing
Demand-side online ad platforms
Supply-side online ad platforms
Sales lead accelerators
Marketing automation

Important clarification: Visitor data collected through Pearl Diver stays strictly within Pearl Diver and is never shared with the data co-operative. We recognize the importance of maintaining control over your data, and Pearl Diver operates independently of the co-op in this regard.

🔍 How is Pearl Diver’s data different from other sources?

Most analytics tools (like Google Analytics) only give you aggregate numbers: page views, bounce rates, and percentages of new vs. returning visitors. While helpful, they don’t tell you who those visitors actually are.

Pearl Diver takes it a step further by providing identity-level data, so you can see real people behind the traffic. Instead of just knowing “100 people visited,” you’ll know:

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

What makes Pearl Diver unique is that this data is in active use and updated daily with corrections, unlike static databases that quickly go out of date. The underlying data co-operative is also constantly growing, with new sources and additional data points being added all the time.

This means you’re not just getting a snapshot of past information — you’re working with a living, continually improving dataset that stays relevant and reliable.

In short: Pearl Diver doesn’t just show you traffic — it turns anonymous visits into actionable, up-to-date leads.

🖥 How does Pearl Diver identify who visits my website?

Pearl Diver identifies visitors in two main steps:

Collecting visit attributes
Each time someone lands on your site, Pearl Diver captures a set of attributes about that visit. These can include:
- IP address
- Hashed email (HEM)
- Device IDs
- Cookies
Exactly how these data points are gathered and combined is part of Pearl Diver’s secret sauce.
Matching attributes to people
Once those attributes are collected, Pearl Diver uses its identity graph to match them to real individuals. This process connects visit data with firmographic (company, role, industry) and demographic (age, gender, location) information.

✅ When can a visitor be identified?

For Pearl Diver to successfully identify a visitor, all three conditions below must be met:

The visitor is browsing 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 — meaning their data is in the co-operative and can be matched. While the database is large, it doesn’t include every U.S. individual.
The visitor has not been suppressed. Suppression happens when:
- They’ve opted out of tracking
- They’re using tools like a VPN to hide their data

🚫 When a visitor can’t be identified

If any of the above conditions aren’t met, Pearl Diver can’t “de-anonymize” that visitor. In those cases, their record won’t appear in your system.

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

On average, Pearl Diver identifies about 20–25% of your real human visitors.

Without it: only 2–3% of visitors are identified (through forms or demo requests).
With it: you get 5–10x more visibility into who’s on your site.

It’s worth noting that 50–75% of raw traffic is usually bots, which Pearl Diver filters out. So the percentages apply only to human visitors.

🎯 How accurate is the data?

People change jobs, move locations, and update their email addresses all the time. This means that what’s accurate today may not be accurate tomorrow.

Website visitor data is always moving — but Pearl Diver keeps it fresh. Each field is continuously updated with the latest information from one of the USA’s largest data co-operatives, so your records stay as current as possible.

🗂 Are the visitor records unique?

Yes. Pearl Diver treats each visitor as a unique record.

If the same person visits again, their existing record is updated with new activity.
Duplicates may appear only if their identifying details (like email or phone) change — making 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)
Which campaign or ad they clicked (via UTM tags)

This helps you understand their intent and interest level.

⏱ 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 they return after 31 minutes, a new session is created.

This makes it easy to group actions into logical “visits” instead of scattered clicks.

🔗 What is a referral URL and why does it matter?

A referral URL tells you where your visitor came from before landing on your website. For example:

A search engine (Google)
A social platform (Meta)
Another website or blog

Referral URLs help you see which sources are driving the most valuable visitors and where your marketing is paying off.

🏷 What is UTM tracking and how is it used?

A UTM (Urchin Tracking Module) code is a snippet of text added to the end of a URL to track the metrics and performance of a specific digital marketing campaign. When someone clicks that link and visits your site, Pearl Diver captures the UTM details.

This lets you track:

Campaign (e.g., Q3 demo ads)
Source (e.g., LinkedIn, newsletter)
Medium (e.g., paid social, email)

With UTMs, you know exactly which campaigns are driving visitors and which are converting into leads.

🛡 What compliance measures and security protocols does Pearl Diver follow?

Pearl Diver follows strict privacy and security standards to keep data safe and ensure lawful use:

CCPA Compliance – We meet the requirements of the California Consumer Privacy Act, protecting the personal information of California residents.
GDPR Aligned – Our processes are aligned with the General Data Protection Regulation (GDPR), ensuring personal data is handled properly according to EU standards.
NIST 800 Standards Implemented – We follow the NIST Cybersecurity Framework (from the U.S. Department of Commerce) to help manage and reduce cybersecurity risks, keeping networks and data secure.
HIPAA Compliance – Pearl Diver itself does not store specific medical data, so it is not required to be HIPAA compliant. However, if you’re in the healthcare industry and use Pearl Diver data to enrich your own customer database, you must ensure HIPAA compliance in how you use that data.

These measures give you confidence that Pearl Diver data is collected, stored, and shared in line with some of the most recognized global privacy and security standards.

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

Visitors give consent through a consent banner or pop-up on your website.

The banner should clearly explain that cookies and tracking are in use.
Visitors must be able to accept or decline tracking.

💡 Tip: Read our article on consent strings here

🧾 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 online advertising or lead generation.

Using a consent string helps ensure compliance with major privacy laws, including:

GDPR (General Data Protection Regulation) in the European Union
CCPA (California Consumer Privacy Act) in the United States

Whether you legally need a consent string depends on where your business operates and which regulations apply. If you handle data from visitors in the EU or California, you’ll generally need to obtain consent and store that choice in a consent string.

👉 Important for Pearl Diver users: Even if your business is not strictly required by law, Pearl Diver requires a consent string out of an abundance of caution to ensure proper compliance.

📜 What information needs to be included in my privacy policy?

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

Types of personal data collected – e.g., name, address, email, phone number.
Purpose of collection – why you collect the data, such as 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 the data with (e.g., service providers, third-party advertisers).
User rights – explain users’ rights to access, correct, delete, or restrict processing of their data.
Data security – the measures you take to protect data from unauthorized access, misuse, or disclosure.
Changes to the privacy policy – how updates will be made and how users will be informed.

⚖️ Note: Privacy laws vary by region. Your privacy policy should be reviewed regularly and updated 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. However, Pearl Diver requires an explicit consent signal (a consent string) to process visitor data in real time.

CCPA compliance alone doesn’t generate this signal.
Without the string, Pearl Diver cannot identify visitors, even if your privacy policy already meets CCPA standards.

📬 How do I handle data requests from customers (e.g., deletions, access)?

If a customer requests access to or deletion of their data, you can either direct the customer to fill out the below form or fill it out for them.

👉🏼 https://www.blackpearl.com/privacy-opt-out

This form has the below options:

Request My Information
Delete My Information
Opt Out or Unsubscribe
Do Not Sell My Personal Information

📞 Am I allowed to call the identified contacts?

Pearl Diver provides phone numbers wherever possible, but it’s important to understand that these numbers have not been filtered against the National Do Not Call (DNC) list.

That means you must comply with TCPA legislation before making calls. Key rules include:

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

⚠️ Warning: The data Pearl Diver provides is for lead generation purposes only. To use it for telemarketing, you must:

Subscribe to the DNC Registry.
Regularly scrub your call lists (at least every 31 days).
Pay any required fees to access the DNC data.

The FTC considers each non-compliant call a potential violation — so consult with a legal or compliance expert if you plan to use Pearl Diver data for phone outreach.

👉 Read the full TCPA rules here.

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

Yes. With Pearl Diver, you can capture the emails of visitors to your site and use them to run your own campaigns — instead of relying only on anonymous ad platforms like Google or Facebook.

You can:

Build audiences based on firmographic and demographic data.
Send drip campaigns or nurturing emails.
Use emails for remarketing and personalized targeting.

But you must comply with CAN-SPAM legislation, which requires:

Unsubscribe compliance
- A clear and working unsubscribe link in every email.
- Opt-out requests honored within 10 business days.
- Suppression lists only used for compliance purposes.
Content compliance
- Accurate “From” lines.
- Subject lines that are relevant and not deceptive.
- A valid physical mailing address (PO boxes are acceptable).
- Adult content must be labeled clearly.
Sending compliance
- Emails cannot be sent without an unsubscribe option.
- No false headers.
- Every message must contain content (no blank emails).

👉 Read the full CAN-SPAM rules here.

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

The Pearl Diver tracking code should be installed in a global location on your site so it runs on every page.

You can place it inside the <head> or <body> tag of your site code.
Or, you can deploy it through Google Tag Manager (GTM).

✅ A quick way to confirm it’s installed correctly is to inspect the page code in your browser — you should see the snippet there.

💡 Tip: Read our article on consent strings here

📄 Can I install the tracking pixel (tag/javascript) on a single or specific web page?

Yes. If you only want to track one specific page, you can install the pixel on just that page instead of in a global header.

👉 Keep in mind: if the pixel is only on one page, Pearl Diver will only track data for that page. This can be useful if you’re testing or only want insights for a specific landing page.

📊 How do I access my Pearl Diver Data?

To give you access, our team will:

Ask for the email addresses you want authorized as admins.
Create direct invite links for those emails.
Send the invites so admins can log in at pearldiver.blackpearl.com/login.
You can also add users yourself by going to the Settings page once you have logged in.

⚠️ Important: We support Microsoft and Google-hosted emails (including @hotmail.com and @gmail.com).

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

Yes, Pearl Diver can track multiple websites or domains under a single account.

To do this, you’ll need to:

The Pearl Diver Support Team will generate a unique tracking pixel for each website or domain.
Install the correct pixel on the corresponding site.

💡 Pricing for multi-domain tracking will need to be discussed with our sales team.

⏱ How frequently is the data refreshed in the dashboard?

Your dashboard updates every 30 minutes between 6AM – 11PM NZT, Monday-Friday, and once daily on weekends.

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

An Audience is a segment of your Pearl Diver data that you create using filters. Think of it as a way to zoom in on the contacts who matter most to your business.

For example: A real estate company focused on Arizona homes may receive visitors from across the U.S. Instead of managing all traffic the same way, they can create an Audience with the a filter to capture only:

People located in Arizona and surrounding states
Who have visited the site more than once
And have a mobile number on file

This allows them to export and manage a targeted subset of their data, or sync it directly into their CRM or marketing platform for tailored campaigns.

💎 What makes up the "Pearls" audience?

The Pearls Audience highlights your repeat visitors – People who’ve been to your website more than once in the last 90 days.

These can be considered warm leads to retarget via email campaign or Meta/Google ads.

📊 What data do I get access to?

Pearl Diver provides both 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):
These are lighter records containing only an email address.

✅ Here’s a summary of attributes Pearl Diver can capture:

First & Last Name
Personal & Business Emails
Phone Numbers (mobile, personal, direct)
Addresses (personal and professional)
Company & Industry Details
Job Title, Department, Seniority
LinkedIn Profiles
Age, Gender, Income Range

This breadth of data helps you run highly targeted campaigns.

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

You can send your Pearl Diver data to other systems in three ways:

Direct export – Download your identified visitor data directly from your dashboard.
Direct integrations – Pearl Diver has integrations with the platforms below. Direct integrations allow you to send your data straight into the tools you already use without any extra steps.
Zapier integration – For any platform not listed above, you may be able to connect using Zapier.

⚠️ Note: Zapier supports a large range of platforms but there are some exclusions. You’ll need to check Zapier’s app directory to confirm compatibility.

🔁 Why are there duplicate records in my Pearl Diver Dashboard?

Records are de-duplicated by email address and activity date.

If a person uses multiple email addresses (and those are 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 multiple people share the same IP address.

Here’s how Pearl Diver avoids mismatches:

We first match based on browser-specific metadata (cookies, user agent data) to identify individual devices.
IP address matching is only a secondary method but shared IPs (like in a family home) can sometimes overlap.
To improve accuracy, we regularly re-index our identity graph with fresh data.

While mismatches can occur due to shared devices or networks, our multi-layered “waterfall” approach helps minimize these cases.

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

Pearl Diver only records data for resolved visitors — those we can successfully identify and verify.

If a purchase wasn’t captured, it could be because:

The visitor’s data wasn’t verifiable against at least 3 sources.
We couldn’t capture their email address.
They weren’t included in our current identity graph (we don’t yet have 100% U.S. coverage).

In these cases, their session won’t appear in your Pearl Diver dashboard, even if they made a transaction on your site.