identify sales leads google analytics

There Are B2B Sales Leads Hiding in Google Analytics: Here's How to Find Them

30 June 2020 by

Today's B2B marketers have shifted from asking, "How many people have visited my site?" to "How do I find out who is visiting my site?".

Answering the latter question provides more value as doing so allows you to reach companies that fit your target buyer persona. 

By rephrasing the question, savvy B2B marketers are uncovering solid, new Google Analytics leads.

The pitfall for many marketers is that they believe all of the data in Google Analytics is kept completely anonymous. 

This belief is incorrect. 

The truth is that information about individual users is kept anonymous. Luckily for B2B marketers, this distinction is not all that important.

Note: Want an easier way to identify and target B2B sales leads on your site? Try Leadfeeder for free.

What is important is that Google Analytics actually tracks which companies are visiting your site.

That's right. There’s literally a list of leads hiding in your Google Analytics — a treasure trove of sales potential just waiting for you to tap into it.

Many think that you need complicated software to show you the specific companies who visit your website — unless a visitor ends up on your landing page or signs into an account. 

However, there are sneaky (and free) ways to get this information by using your Google Analytics account.

Alas, times have changed and teasing quality B2B leads out of Google Analytics is not as easy as it was in 2016

But rest assured: the data you need is still there. It will just take an extra step or two to organize it. 

So, how can you take large swaths of data and turn them into a single list of Google Analytics sales leads? 

Here's what you'll need to know:

How to Identify Companies Visiting your Site Using the Google Analytics Network Report

The key to discovering which companies are visiting your site lies in their IP addresses. This is because when someone visits your website, your web server records their IP address.

These IP addresses can be dedicated to a single account owned by a company or institution. 

Home computers usually have shared IP addresses named under the Internet Service Provider (ISP), while companies have their own dedicated IP addresses.

IP addresses hold a wealth of information, including the location corresponding to where the visitor came from.

Given this, and because most mid-size or large-size companies own their own IPs or blocks of IPs, if multiple users from a single IP address visit your site, you can track those visits by date and time using the Google Analytics Network report.

The Network report primarily lists the internet service providers of your site's visitors, which doesn't provide you with a lot of insights regarding people browsing from home. 

However, once in a while, you'll find companies or organizations that have visited your site from their own network.

To access the Google Analytics Network Report, go to your Google Analytics dashboard and navigate to Audience TechnologyNetwork

When the primary dimension is set to "Service Provider", you will only see the Internet Service Provider they're using. 

google analytics service provider

To make the data more useful, whittle this list down to only include specific company networks on your list. 

To do this, click Advanced next to the search bar and choose ExcludeService Provider

Next to that, select "Matching RegExp" and then type in the list of companies you don't want to exclude. 

Separate each entry using a vertical bar (ie: comcast|verizon|addresses|broadband|internet|customer), and then click “Apply.”

google analytics exclude service provider

Though this way of doing it will work, it's certainly not the most efficient.

The biggest issue with doing it that way is that you need to manually go through the list until you find some genuine leads.

Or, you need to keep repeating this process until you remove most of the major internet service providers. 

Thus, you have to keep copy-pasting and entering those leads in your Matching RegExp filter until you see Google Analytics leads. 

Or, you can copy this custom segment created by Jeffalytics to save the list of companies you want to include.

If you use the custom segment created by Jeffalytics and want to add more ISP entries, you can simply edit the segment. 

Select AdvancedConditions, then scroll to the bottom of the window and click "Add".

With this Jeffalytics segment, you'll still want to separate each ISP entry with a vertical bar. However, instead of entering the ISPs you want to remove, enter the ISPs you want to include.

jeffalytics custom segment

Though Jeffalytics is a great resource, the reality is that doing anything manual that could be automated is not the best of use of your time.

By using machine learning, Leadfeeder captures data directly from Google Analytics, crunching that information to give you a visual readout of which companies are visiting your site.

The advanced filters provided will help you identify which companies represent genuine Google Analytics sales leads and which visits are from companies accidentally stumbling across your site.

Analyzing Visitor Behavior using Google Analytics

After you've sorted through the data and have your set of leads in hand, you’ll likely want to take a deeper dive and discover how a particular lead behaved on your site.

By understanding how a company interacted with your site, you’ll have a better idea of what they're interested in and how best to pitch them. 

For example, one metric that can help you on this quest is the number of sessions associated with each company. In general, the more sessions, the more interested they are.

You can check out this metric and more by going to AudienceUser Explorer. If you want access to a broader set of data, click "Add segment" under User Explorer, then "New Segment".

Three of your segmenting options are sorting by goals, landing pages, and service provider.

A goals segment is useful in that you can filter out companies that you’ve already converted. 

Another segment that makes a lot of sense involves filtering by landing pages. 

You can do this by choosing to exclude or include landing pages, and sorting by pages per session to see which businesses visited several of your pages.

In general, the more pages visited, the more interest.

google analytics visitor behavior

To filter by service provider, you need to move to the "Conditions" tab. Under the dropdown menu that reads "Ad Content" scroll until you find "Service Provider".

Doing this will break down the users from the company into Client IDs, which allows you to see what individual users do or view on your site.

After sifting through the list, you can then do some research to determine if the business looks like one that would buy your products and services.

With that dialed in, you can take your prospecting efforts one step further and search on LinkedIn to see who at the company you should contact. 

If you're ready to jump into the deep end, check out our complete guide to tracking website visitors.

How to Automate B2B Sales Leads from Google Analytics to your CRM

As mentioned, there is an easier way to do all of this. 

A much easier way.

You can skip all those steps and quickly determine who visited your site by signing up for a free trial of Leadfeeder. Once you're signed up, Leadfeeder automatically detects the Google Analytics code installed on your website and starts pulling out leads based on the past 30 days.

If you're new to using Google Analytics and find yourself wondering: "Why does my Google Analytics show no visitors?", it could be because you're not getting traffic. 

However, more than likely, the tracking code is installed incorrectly — so go back and double-check.

Once everything is up and running, you can focus on following up with the Google Analytics sales leads identified by Leadfeeder — establishing which businesses look worth pursuing.

You can also take the raw data provided and finetune the dataset with a variety of filters, establishing which leads are hot, from a specific location, or match a certain demographic.

Then, by connecting Leadfeeder your CRM, such as Pipedrive, or email marketing software, you can further streamline your marketing advances on these leads. 

Another nice feature of Leadfeeder is that it allows you to "follow" a specific lead to keep tabs on their activity on your site. 

Final Thoughts — There Are B2B Sales Leads Hiding in Google Analytics

As a B2B marketer, you should be asking yourself: "How do I find out who is visiting my site?".

Identifying the companies that can be turned into leads via Google Analytics is a lot more helpful than simply knowing that a lot of people visit your website.

The reality is that a lot of qualified leads are right under your nose if you only knew where to look.

The good news, of course, is that there's a way to identify these leads using a free tool that is nearly ubiquitous in marketing — Google Analytics!

Don't let your leads get away from you! Share your stories of Google Analytics' success in the comment section below.

Note: Want an easier way to identify and target B2B sales leads on your site? Try Leadfeeder for free.

Anna Crowe
By Anna Crowe

Anna is the Assistant Editor for Search Engine Journal and Content Strategy Lead at Leadfeeder. Over the last 9 years, Anna has successfully developed and implemented online marketing strategies, SEO, and conversion campaigns for 100+ businesses of all sizes; from the Fortune 500, to startups, and nonprofits. She enjoys burritos and puppies (in that order).

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