While it’s not possible (for obvious privacy reasons) to show you specific people that are visiting your site (unless they sign in to your site), most people don’t realize that you can see specific companies that are visiting your website.
In fact, as we’ll show you, you can do it from right inside Google Analytics itself. You can even sort this data to discover which companies are visiting you the most.
That means, for B2B marketing and sales teams, a list of hot leads (companies that have visited your site) are already sitting in your Google Analytics account. You just didn’t know about it.
As we wrote for the Google Analytics blog back in 2016, GA already supplies you with the information you need to figure out which companies are interested in your website.
Note: Want an easier way to see what prospects are on your website? Try Leadfeeder for free.
But times have changed, and navigating GA can be a bit tricky. The data you need is still there, but it will take an extra step or two to organize it. How can you take large swaths of data and turn them into a single list of leads? Here’s what you’ll need to know:
Can a Website Tell Who’s Visiting It?
First of all, if you’re simply wondering how to figure out how many users are visiting your website, from which sources, in what geography, and more traffic related data, that is the bread and butter of what Google Analytics does, so we recommend you turn to Google Analytics’ guide on measuring your users.
In this article, we’ll address how to identify the companies visiting your site.
Can you turn that information into leads for your business? Yes—if you know how to access this information and organize it properly.
It’s only when you run what’s known as a Google Analytics Network Report that the information starts to look like leads. After all, this exact report is designed to answer the exact question that brought you here.
Here’s how to use it.
How to Use the Google Analytics Network Report
The Google Analytics Network Report sounds like a complicated process. It’s not. It’s just a fancy name for logging in to your GA and clicking the following:
Audience → Technology → Network
Voila. You’re officially running a Google Analytics Network Report.
But you’re not quite there yet. With your primary dimension set to “Service Provider,” you’re only looking at which Internet Service Provider (ISP) they’re using.
Without any filters in place, it should look something like this:
What’s the one thing that stands out from this list? They are mostly a list of internet service providers. That’s not particularly useful for B2B marketers interested in what companies visited their website.
The good news is that this company-specific information does exist and GA is willing to share it with you.
If you know what networks are visiting your site, you only need to whittle down this Network Report to find the specific company networks on your list.
If you find that this is getting too technical, that’s why we created Leadfeeder—to automatically organize this data without any work.
Click here to skip below and see how Leadfeeder supercharges and automates this process.
At this point, you should have arrived at a large list of ISPs and companies. GA is happy to filter out the ones you don’t want to see.
Click Advanced next to the search bar and choose Exclude → Service Provider. Next to that, select “Matching RegExp” from the drop-down menu.
Apply the list of companies you don’t want to include in the following format—being sure to include a vertical bar between each:
Then click Apply.
The problem is that you may have to repeat this process, again and again, until you successfully whittle out the majority of ISPs.
You can do this manually. Copy and paste the companies you see there, enter them in your Matching RegExp filter, and keep going. And going. And going. Until you start to see genuine leads.
Or, you can simply use this filter and click through your results—dozens at a time—until you yourself spot the needles in the haystack.
For example, in our own analytics, we were able to discover a few companies and locations among the ISPs, like U.S.Steel and UNC-Chapel Hill:
Once you have a few specific companies, you can use GA to learn a little more about them.
Viewing Visitor Behavior on Google Analytics
Click on an individual company to get more data on how often someone from that company visited you. Typically, the more overall Sessions they have on your site, the more interested they are.
You can also use User Explorer under Audience on the left-side menu to view how each user interacted with your site.
But if you want a broader set of data to work with, you’ll have to look beyond just the single user. Click +Add Segment under “User Explorer,” then click +New Segment. There you’ll see a set of options that looks like this:
Where it says “Ad Content” by default, scroll down or search until you find Service Provider. There you can view what a specific company was doing on your website—including the pages they were checking out most.
This will further break down a company into Client IDs. These will essentially identify users within a company. Congratulations: you’ve essentially pared down your potential leads to a user-by-user basis.
Hopefully it didn’t take you too much time. But it probably did.
Fortunately, we have a more convenient way of doing everything above:
How Leadfeeder Makes it Much Easier to See Which Companies Visited Your Website
While Google Analytics can feed you some basic information about your potential leads, Leadfeeder can yield faster and more convenient results.
All you need is access to your Google Analytics API and a free trial of Leadfeeder to see how this would work.
Linking your Google Analytics API lets Leadfeeder do all of the “number crunching” in advance. Leadfeeder automatically fetches your analytics data from the past 30 days—without requiring you to add any code to your website—and crunches that data to give you a visual readout of which companies are visiting your site:
Google Analytics is robust enough to provide you with some of this information. But the key here is that you want to go beyond the basic data to derive genuine insights from your Google Analytics API.
Without more advanced filters, you’re left wondering which companies are the genuine leads and which ones just stumbled on your site accidentally.
To separate the wheat from the chaff, use Leadfeeder to accomplish the following:
- Creating a custom feed with advanced filters. This allows you to filter out those companies that quickly bounced out from your site, leaving only the warmer leads. Custom feeds also include variables like Country, Industry, or even customers who have visited a page of your choice without reaching out to you yet.
- Connecting this data with your CRM software of choice. This will help you identify those companies you’ve already worked with. Once integrated with Leadfeeder, you can also use your CRM to view which companies are frequently visiting your website.
- Connecting other tools, such as your email marketing software, to see which companies have expressed interest via email newsletter but haven’t yet reached out to your company yet.
- Clicking ‘Follow’ right under a specific lead’s name to keep tabs on their activity with one click.
That’s it. No more Google Analytics Networks Reports and no more manual data entry.
Demand More from Your Analytics: Get Company Leads from Anonymous Website Visitors
Can you have all the information about your visitors you’ll ever need to capture more leads and discover who’s truly enthusiastic about your site?
Yes, you can do it with Google Analytics. But it requires constant maintenance and upkeep to your own filters to get anything meaningful and, when you do, you still won’t have the full suite of features you need to capture meaningful leads.
We built Leadfeeder to enhance the analytics experience and bring all these robust features into a single dashboard.
Note: Want an easier way to see what prospects are on your site? Try Leadfeeder for free.
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.
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