Google Analytics vs. VisitorTrack vs. Leadfeeder: Which Website Visitor Tracking Platform Should You Use?

This post provides an in-depth comparison between Leadfeeder and two other platforms, VisitorTrack and Google Analytics, for tracking what companies are visiting your website.

At Leadfeeder, we are often asked how our platform compares to other service providers when it comes to identifying companies engaging with your website.

Specifically, VisitorTrack and Google Analytics are two platforms often mentioned in conversation with our customers.

To answer these questions, we’ll take an in-depth look at each platform to help you understand which is best suited for your marketing and sales team needs.

The below chart provides a quick comparison of Leadfeeder, VisitorTrack, and Google Analytics. An in-depth look at some of the key components continues below the chart.

(Note: Want to see who’s visiting your website—even if they don’t fill out a form? Try Leadfeeder for free.)

Google Analytics vs. VisitorTrack vs. Leadfeeder Comparison Chart


As you’ll see, Google Analytics has features that provide volume data about the people who visit your site. Leadfeeder and VisitorTrack are designed to show you more about your website visitors, but they do so in different ways (we’ll expand on that in a moment).

Google Analytics Features

Google Analytics is a web analytics tool that includes acquisition, demographic and conversion analytics.

Because Google Analytics is free, you can use that for your basic web analytics setup and then plugin other services to enrich the information from it. Google Analytics is not able to provide alerts based on specific business traffic.

The free version of Google Analytics does not integrate directly with Salesforce, but the integration is available with Google Analytics’ 360 Suite offering, which starts at $150,000 USD per year.

Leadfeeder Features

Google Analytics Integration: Because Leadfeeder integrates with Google Analytics, it uses the same source data, creating greater consistency between the data you see in the two platforms. With its additional features, Leadfeeder enriches the traffic information from Google Analytics to identify businesses that are visiting your site.

CRM Integration: Leadfeeder integrates with many popular CRMs, including Pipedrive, Hubspot, Salesforce, Zoho, WebCRM, Microsoft Dynamics, as well as email marketing platform MailChimp. The Leadfeeder Zapier integration also allows for additional integration options.

Google Analytics vs. VisitorTrack vs. Leadfeeder Integrations

Historical Data: Leadfeeder can pull in historical data from Google Analytics.

Lead Management Tools: Leadfeeder’s user interface provides many lead management tools, allowing you to easily organize leads, comment on unique companies, and assign companies and contacts to other users in your organization.

Email and Slack Alerts: Leadfeeder offers custom alerts for when you have repeated visitors from a specific business or to a specific URL. It also has an alert integration with Slack.

Zapier: Leadfeeder is a Zapier partner, enabling users to share data from Leadfeeder with hundreds of other applications.

VisitorTrack Features

Google Analytics Integration: VisitorTrack does not have an integration with Google Analytics. Because VisitorTrack requires a separate website tracking script, you may notice differences in the data shown compared to Google Analytics. This is a common problem across analytics platforms that don’t integrate with Google Analytics.

CRM Integration: At the moment, VisitorTrack only integrates with Salesforce. VisitorTrack does have a Zapier integration, which allows additional integration options.

Historical Data: Unlike Leadfeeder, VisitorTrack can’t show historical data from Google Analytics. It can only show data from the date its tracking script is correctly installed on your website.

Lead Management Tools: VisitorTrack has less of these types of features, but it does offer the ability to search and return results from LinkedIn for your website traffic as well as filter for specific titles and roles.

Email and Slack Alerts: Like Leadfeeder, VisitorTrack offers custom alerts for repeat visitors from a specific business or to a specific URL. VisitorTrack also has email alerts, but it does not have integration with Slack.

Zapier: VisitorTrack integrates with Zapier.

Setup & Implementation

Both Leadfeeder and VisitorTrack offer free trials to demo the platform. Google Analytics is a free tool, so no trial is required.

Google Analytics Setup

The process for signing up for Google Analytics is very straightforward. Head to and either create a Google account or sign in using your Gmail credentials.

You are then required to create an account and web property in Google Analytics via their form (see below).

Google Analytics Setup

An analytics ID will be created (“UA-xxxxxxxx-x”) and you will be provided with the JavaScript code snippet that needs to be installed in the <head> section of each page you want to track on your website.

Google Analytics Website Data sample

Once this code is installed, Google Analytics will start collecting your website traffic data. Google Analytics reports are updated every 24 hours, so you will usually need to wait a day before you can begin seeing your data.

To access Google Analytics visitor identification features, go to Audience > Technology > Network Dashboard.

Google Analytics Visitor Identification

This view reveals the host of the IP address of your website visitor. In the basic view, unless your visitors have a dedicated corporate IP, you will typically see the names of the internet providers your visitors use to access the web.

As many companies have found, that is why it is valuable to utilize a third-party service that can take the Network report information from Google Analytics, parse it against a database of corporate IP address, and identify the actual companies visiting your website for you.

Leadfeeder Setup

At Leadfeeder, you can either sign up immediately for a free trial or request a demo if you’d like to see it in action first.

Leadfeeder Setup

If you choose the trial option, signing up is easy, allowing you to use single sign-on via your Google or Microsoft account, or via the traditional email and password method. If you’re curious, Leadfeeder has taken extensive steps to help ensure the privacy of your information and of the information we provide in our tool, including GDPR guidelines.

Leadfeeder Sign Up Page

The Google sign-on feature is the easiest, as it will automatically connect your Google Analytics account to Leadfeeder as part of the signup process. Once you have logged in, you’ll be asked to select which Google Analytics property and view you want to track.

Leadfeeder allows you to track different things based on what you need.

After you have added the site, you simply enter your company details and you are ready to use the platform.

Leadfeeder is quick and simple to setup so you can get to work right away!

After submitting some basic company information, you are taken straight to your Leadfeeder dashboard where you can start to immediately see data on the companies that are visiting your website.

Because of Leadfeeder’s direct integration with Google Analytics, historical data will immediately start being imported (here’s a video from Google showing how the integration works). When you sign up for a free trial of Leadfeeder, we can backload the last 30 days of data from Google Analytics, quickly giving you a view of historical visits.

Leadfeeder can backload the last 30 days of data from Google Analytics

There is no JavaSript code installation required as part of the Leadfeeder setup and implementation, it’s simply a matter of connecting your Google Analytics account through the single sign-on process.

You can test this signup process yourself by clicking Sign Up on the Leadfeeder homepage.

VisitorTrack Setup

Like Leadfeeder, VisitorTrack offers you the choice of either requesting a demo or signing up for a free trial.

VisitorTrack gives you the option of a free trial or requesting a demo

You need to provide your website URL, business email, and contact number.

To activate a free trial, you must provide your e-mail address along with your URL and contact number

Once you have submitted the form, your login information is sent to you via email as well as instructions to complete the installation.

Your password is sent as plain text, (which is a very unsafe method of password management).

VisitorTrack passwords are sent as plain text which is not very safe

Once you are able to login to your account, you need to navigate to the account section and copy the installation code from the VisitorTrack page and paste into the <head> or <body> section of your website.

You must copy the installation code into your website to begin tracking any data

Once the tracking code is installed on your site, VisitorTrack will begin to collect your website visitor information. However, you will not see any historical data. Only your website traffic after the code has been installed will be tracked.


Leadfeeder, VisitorTrack, and Google Analytics all make their pricing available on their websites, but we’ve also compiled pricing information for you here:

Google Analytics Pricing

The standard version of Google Analytics is a free web analytics tool offered by Google, and IP detection is one of the many reports available.

While the basic Google offering detects some company IP addresses, you will still need to combine that with a third-party IP database service provider such as Leadfeeder, which can match the IP addresses to more detailed company information.

For large enterprises looking for near-real-time, unsampled data collection and advanced attribution modeling, Google also offers Google Analytics 360 Suite for $150,000 USD per year.

For visitor tracking, it’s important to note that while Google provides some company identification, it’s best to utilize a third party IP database service for a more detailed matching of visiting IP addresses to companies.

Leadfeeder Pricing

Leadfeeder’s pricing starts at $59/month and works its way up to $399/month with additional plans in between. Discounts are available with annual subscriptions.

Leadfeeders pricing varies depending on which plan best fit your business needs

The basic Leadfeeder plan allows you to track up to 100 unique companies on your site and 3,000 unique companies for the largest out-of-the-box plan.

For enterprise sites that are looking to track beyond 3,000 companies, Leadfeeder offers a variety of options that can be tailored to the specific needs of a company. Custom plans can also be designed for companies with multiple sites or complex configurations.

VisitorTrack Pricing

VisitorTrack’s pricing begins at $199 per month for the Essential plan and increases to $349 per month for the Preferred plan and $599 per month for the Select plan.

Enterprise users can contact the VisitorTrack sales team for a customized subscription plan.

VisitorTrack pricing varies but tends to be more expensive than Leadfeeder

The Essential plan allows you to track one website, access the details for 10 contacts, and track up to 1,000 unique visitors per month.

This increases to 10 websites, 250 contacts and 20,000 visitors per month in the Select plan. Other features such as reports, alerts and page targeting are also offered on a sliding scale.

Conclusion: Which Platform Should You Choose for Tracking Who Visits Your Website?

While Google Analytics includes visitor traffic identification as part of a larger value proposition, it doesn’t provide the level of identification Leadfeeder or VisitorTrack can offer.

Instead, an additional tool should be used in conjunction with Google Analytics to enrich the data being collected and allow you to see the companies visiting your website (and the pages those specific companies visit when on your site).

Leadfeeder works well for B2B businesses who want to get up and running quickly, want data that’s consistent with Google Analytics, and would like to free up development resources—since no extra code needs to be added to the website to get started.

Leadfeeder’s starting plan is also one-third of the cost of VisitorTrack, making easier to try for your company if you’re just looking to get started with visitor tracking.

(Note: You can try Leadfeeder for yourself with a free, 14-day premium trial.)

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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