If you're in sales and need to know what tech your prospects are using, Wappalyzer can help—but only if you know how to wrangle its data into something your team will actually use. This guide cuts through the noise. If you want to build custom reports that actually matter (and not just gather digital dust in someone's inbox), you’re in the right place.
Why bother with custom reports?
Here’s the deal: generic lists of company tech stacks are everywhere. But if your sales team is making the same cold pitch to every lead, you’re wasting time. Custom technology reports help you:
- Pinpoint who uses a competitor, so you know who to target
- See which prospects are “ready” for your product (and who clearly isn’t)
- Save your reps from endless research rabbit holes
But don’t expect perfect data or magic insights. Wappalyzer is powerful, but what you get out depends on what you put in—and how you filter the noise.
Step 1: Get the right Wappalyzer plan and set up your account
First off, you’ll need more than the free browser extension. The reporting and export features are only available if you have a paid Wappalyzer account (here’s the product). If you’re not sure, check if your plan includes “Lists” and “Reports”—that’s what you need.
What you need: - Access to Wappalyzer’s online dashboard (not just the browser extension) - An active subscription that allows bulk lookups and exports - A list of companies or domains (more on that in a sec)
Pro tip: If you’re only interested in a handful of accounts, the free extension might do the trick. But if you want real reports, bite the bullet and get a paid plan.
Step 2: Figure out what your sales team actually needs
This sounds obvious, but it’s where most people mess up. Don’t just pull every possible data point. Talk to your reps:
- What software or categories matter for your pitch? (e.g., “Who uses Salesforce?” or “Who is running outdated e-commerce platforms?”)
- Do they need contacts, or just company names?
- How do they want to receive the report—CSV, Google Sheet, dashboard?
Write this down. If you skip this, you’ll end up with a bloated spreadsheet no one uses.
What to ignore:
Don’t try to track every single technology. Focus on what’s relevant to your product or sales playbook. More data isn’t better if it isn’t actionable.
Step 3: Build your target list
Wappalyzer can scan the web, but it’s only as good as the domains you give it. Start with a clean, focused list.
Ways to build your list: - Export company domains from your CRM - Grab company URLs from LinkedIn Sales Navigator or Apollo - Use Wappalyzer’s built-in search to filter by technology (but be cautious; results can be broad)
Clean up your data: - Remove duplicates and personal email domains (e.g., gmail.com) - Sanity-check for large parent companies with many subdomains (Wappalyzer counts these separately)
Pro tip: The smaller and more focused your list, the better your results. Start narrow, add more later.
Step 4: Run bulk technology lookups
Now, get Wappalyzer working for you.
- Log in to your Wappalyzer dashboard.
- Go to “Lists” (sometimes called “Bulk Lookup”).
- Upload your list of domains (CSV or paste them in).
- Choose the technologies or categories to focus on. You can filter by:
- Specific technologies (e.g., Shopify, Marketo, HubSpot)
- Categories (e.g., analytics tools, CRMs, e-commerce)
- Start the scan. Depending on your list size, this can take a few minutes to a few hours.
What works:
- Wappalyzer is pretty good at picking up mainstream, public-facing technologies (CMS, e-commerce, analytics).
- You can filter results by technology or category right in the dashboard.
What doesn’t:
- It struggles with anything behind a login or on internal systems.
- Small or custom tech stacks sometimes get missed.
- You’ll get false positives now and then—always double-check critical accounts.
Step 5: Customize your report
Once scanning is done, you’ll see a table of results. Time to make it useful.
Filter & sort: - Narrow down to companies running specific tech (e.g., all prospects using your competitor) - Exclude noise you don’t care about (ad trackers, obscure plugins) - Sort by relevant fields—industry, company size, etc.
Add context: - If your sales team needs contact info, consider enriching the list via another tool (Wappalyzer doesn’t do contacts well) - Add columns for sales notes or account owner, if you’re moving the data into a CRM
Export wisely: - Export as CSV or Excel for easy sharing - Set up an automatic sync (if you have a higher-tier plan) to push into your CRM or Google Sheets
Pro tip: Don’t just dump the raw export on your team. Clean it up, highlight key prospects, and include a simple “how to use this” note.
Step 6: Share and keep the report updated
Tech stacks change. So should your report.
Ways to share: - Weekly or monthly CSV drops in Slack or email - Shared live Google Sheet (if you’re comfortable with basic automation) - CRM integration (if you’re fancy—and your CRM supports it)
Keep it fresh: - Schedule new scans for your highest-value accounts - Prune dead leads and add new ones every month - Don’t be afraid to toss the whole thing and rebuild if it gets messy
What to ignore:
Don’t obsess over real-time updates. Quarterly or monthly refreshes are plenty for most sales motions.
Pro tips and honest warnings
- Don’t trust every data point. Wappalyzer’s detection is pretty solid, but nothing is 100%. Use the report as a starting point, not gospel truth.
- Don’t try to automate everything on day one. Manual exports work fine until you outgrow them.
- Be skeptical of “all-in-one” solutions. Wappalyzer is great for tech stack discovery, not for full-blown sales intelligence or contact enrichment.
- Watch your credit usage. Bulk scans eat up your account’s lookup credits fast. Prioritize your best-fit accounts.
- Privacy and compliance: Double-check your company’s policy before uploading or sharing prospect data. Just because you can scan a list doesn’t mean you should.
Keep it simple, iterate often
Custom technology reports don’t need to be complicated to be useful. Start with the basics—a focused list, the right data, and a clear output your reps will actually use. Don’t worry about getting it perfect. The most useful reports are the ones your team actually opens more than once.
Keep it simple, check in with your team, and tweak as you go. That’s how you get value from Wappalyzer—no hype, just results.