Leadfeeder vs Google Analytics for lead generation

This post will show you how to see companies in Google Analytics and how Leadfeeder compares for generating B2B leads. By reading this you will understand how to use Google Analytics for lead generation. After comparing Google Analytics and Leadfeeder over 30,000+ people have plugged Leadfeeder into Google Analytics.

Summary of contents:

  • (1) Brief guide showing how to use Google Analytics Network Report to see real companies and Internet Service Providers (ISPs).

  • (2) Description of how you can use the new User Explorer report under the Audience section in Google Analytics to see different visitors by Client ID.

  • (3) A ready-to-use Google Analytics custom report template tool Leadfeeder has created for you.

  • (4) Finally, why Leadfeeder is better for online B2B lead generation than any of these Google Analytics options.

1. How to use Google Analytics Network Report to see companies on your website

If you’re a marketer who knows about this report in Google Analytics then that’s a good thing because it probably means you have a firm grasp of Google Analytics and you’ll quickly understand the value of Leadfeeder. The Network Report is the most common way Google Analytics users see which companies and organisations have been visiting your website.

These days (2017) you can find the Network report in Google Analytics under Audience > Technology > Network.

Google Analytics Network Report

In the Network Report, here ordered by most sessions, you see ‘Service Providers’ which in Google Analytics terminology means the network the visitor was on when they visited your website. A network always has an owner: sometimes it’s a company like Leadfeeder, sometimes it’s an Internet Service Provider, like dna oy, which you would use to access the internet on your mobile.

The problem with the Network Report in Google Analytics is that you see lots of Internet Service Providers (ISPs), like elisa oyj and time warner cable and other non-interesting organisations and that doesn’t tell you anything about who’s visiting your website.

To be able to see the real companies that visit your website you need to filter out ISPs from this list. The steps needed to achieve this are a bit more complicated and they’re outlined at the Google Analytics blog.

2. How to use the new User Explorer report to see individual visitors

The User Explorer report was added to Google Analytics in April 2016 and it enables you to see what anonymous individual visitors do on your website (they’re not identifiable by name but by Client ID). The Report can be found in the Audience section of Google Analytics.

User Explorer in Google Analytics showing visitors from one company

This screen shot from Google Analytics shows how you should create a segment where the Service Provider matches the organisation that interests you (Service Provider > exactly matches > yousee a/s). In this example the organisation or company is yousee a/s.

By clicking on Client ID (A Client ID is an anonymous and unique ID of each visitor) you can see the online behaviour of that visitor on your site.

User Explorer in Google Analytics showing visits of one user

3. A ready-to-use Google Analytics custom report template tool

In our modest opinion this is the second best option to use after Leadfeeder itself and we’re sharing it because we know from experience that B2B organisations still opt to take Leadfeeder into use even after testing this powerful custom report.

Google Analytics Custom Report by Leadfeeder

What does our specially built custom report do?

  • You can add the custom report to whichever Google Analytics View you want.
  • It filters out Internet Service Providers from the list of Service Providers visiting your website.
  • It sorts companies by pages/session with the most interested companies at the top (tab 1).
  • When you click on an interesting organisation, you can see a list of days when they visited.
  • There are 4 tabs to use: default tab 1 is most interested companies, tab 2 shows companies with most visitors, tab 3 is visitor location and tab 4 is visited page.

To test this custom report click the link below. You will be taken to Google Analytics and asked which View you want to attach it to: https://analytics.google.com/analytics/web/template?uid=zAQeJwWfT0yxlk8wfPWaGA.

To read more about the nuts and bolts of this custom report for marketers have a quick read of this blog post.

4. Leadfeeder for B2B lead generation

View of Leadfeeder user interface at the end of 2017

The reason Leadfeeder is compared with Google Analytics is because you need Google Analytics on your website to use Leadfeeder. We built Leadfeeder on top of Google Analytics because millions of B2B websites use Google Analytics already.

Other website tracking and lead generation software requires you to put new script or code on your website which can be a time-consuming process, but with Leadfeeder it’s much faster because it takes only a couple of clicks to connect Google Analytics to Leadfeeder.

So what’s the difference between Google Analytics and Leadfeeder?

As you’ve seen, Google Analytics lead generation is possible, but it takes marketers lots of effort and, well, the data is in Google Analytics, which is not much use for your sales team.

Some of the important ways Leadfeeder is better than Google Analytics for lead gen:

Screen shot of Leadfeeder's product page highlighting features that are not available in Google Analytics

  • Leadfeeder shows who you’re personally connected to at visiting companies thanks to the LinkedIn connection.
  • The data provided by Leadfeeder has a lot fewer ISPs than you get in Google Analytics.
  • To hide any company that doesn’t interest you it takes just one click (no complicated filters needed).
  • Leadfeeder provides the work email addresses of website visitors.
  • Everything’s automated, from leads sent to your CRM to personal email alerts about who’s visiting.
  • Company information is provided for every company so you don’t have to go off searching.
  • You can set all kinds of powerful filters to catch companies that match your interests e.g. by country.
  • If you connect MailChimp to Leadfeeder you’ll see what people you know do on your site.
  • Leadfeeder supports CRM integrations for Pipedrive, Salesforce, Zoho CRM, and webCRM.
  • You can block traffic from multiple countries in the blink of an eye.

Powerful filtering unique to Leadfeeder

Leadfeeder has numerous powerful filters that anyone in your team (without an ounce of technical skill) can create for themselves.

Not all website visitors are interesting and with versatile filtering and search it’s much easier and quicker to find what you’re looking for and determine how sales-ready a lead is.

Here are some things you can do with Leadfeeder as soon as you start:

  • See companies visiting specific product pages.
  • Set up a feed of leads by specific countries.
  • Follow with one click companies that are particularly interesting to you personally.
  • See companies that visit your signup page but don’t sign up.
  • Track companies that anonymously download a PDF or other piece of content.
  • See all companies that arrive on your site via a Google AdWords campaign and leave.
  • Track your most important web pages to score leads automatically.
  • See which keywords companies are using before they end up on your site.
  • Automatically monitor what companies in your CRM do on your website.
  • Track the behaviour of important partners on your site.
  • Tag companies and monitor just these specific companies in one feed.
  • Ignore existing customers and only scout for new business opportunities.
  • Spy on what your competitors are doing on your website.
  • Follow the behaviour of named people with the MailChimp integration for Leadfeeder.
  • Get a historical view on a company’s online behaviour from before you even knew about them.
  • Assign specific companies to yourself to monitor their activities.
  • Hide or block companies forever.
  • Easily remove web traffic from specific countries or regions.
  • View the activity of all open deals on your website with a CRM integration.
  • Use the pre-set Top leads feed to see most active companies across your whole site.

To see these filters in action and get a full answer to the question “how does Leadfeeder work?” check this GIF-packed introduction to Leadfeeder which takes you through many of the most powerful filtering capabilities.

Other important Google Analytics resources at the Leadfeeder blog

  1. What do bounce, user, session and other Google Analytics terms mean?
  2. What is Google Analytics and how do you install it?
  3. A guide to setting up Google Analytics goals

Now that you're here

Leadfeeder is a Google Analytics tool that shows you companies that visit your website. Leadfeeder generates new leads, offers insight on your customers and can help you increase your marketing ROI.

If you liked this blog post, you'll probably love Leadfeeder, too. Sign up requires a Google Analytics account and you can see results right after the sign up.

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