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Google Analytics and Website Visitor Tracking

Comparing Google Analytics and B2B Website Visitor ID and Tracking Tools    

How does Google Analytics compare with other software tools designed specifically to help identify and track visitors on B2B company websites? 

This post summarizes main product features, similarities, and differences to help B2B marketing and sales teams understand how these software tools help improve sales lead generation.

Read on to learn more about Google Analytics vs B2B website visitor tracking tools from both sales and marketing perspectives.

Let’s get started below…

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vendor logos - website visitor tracking software
Google Analytics and other leading website visitor tracking solutions

Last updated Dec 1, 2023

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Google Analytics for B2B Website Visitor Tracking

Google Analytics and Other Tools for B2B Lead Generation

Google Analytics (also called ‘GA’) is by far the most commonly used website analytics software today. It’s free for most organizations and is relatively easy to use at a basic level for tracking website user activity, traffic volumes and sources, etc.

A related category of web analytics tools is focused on identifying and tracking visitors specifically for B2B websites.  

These B2B-focused software solutions identify some visitors at least down to the company level, and then send actionable prospect data to B2B sales teams for lead generation purposes. 

They fall into the B2B software category of website visitor tracking or visitor identification products.

The discussion below provides a summary comparison between GA by itself and these more specialized web analytics products.

As we’ll see below, there is some overlap — and quite a few important differences when it comes to helping B2B sales teams find and pursue new leads.

Also, see these related posts about identifying website visitors in Google Analytics and using B2B data enrichment tools with Google Analytics.

Google Analytics vs B2B Website Visitor Tracking Tools

Comparison Summary — Marketing Features

This table compares Google Analytics vs typical B2B website visitor tracking tools from a more marketing-centric perspective.

comparison table 1 google analytics vs website visitor tracking tools
GA still offers several advantages for B2B marketing teams, compared with most website visitor tracking tools.

Comparison Summary — B2B Sales Features

This table compares Google Analytics vs typical B2B website visitor tracking tools from a sales team perspective. This is where the 3rd-party B2B-centric platforms add a lot more value.

comparison table 2 google analytics vs website visitor tracking tools
For B2B sales teams, 3rd-party software that tracks website user activity has clear advantages over GA.

Website Visitor Tracking for B2B Marketing and Sales

For identifying and tracking website users, GA and several 3rd-party tools all provide the following:

  • Track website users (visitors) and sessions (visits)
  • Track visitor geo-location (e.g., City, State, Country, etc.)
  • Identify traffic acquisition sources (organic search, PPC, ads, social, etc.)
  • Support filtering and segmentation
  • Track visitors’ website content engagement (pages viewed, content engagement metrics, etc.)
  • Track marketing campaigns (e.g., via UTM-tagged links)

Google Analytics Visitor Tracking Mostly Helps Marketing

These product capabilities are typically most useful for the marketing team, since they measure website activity at a higher ‘macro’ level. The same is true for GA’s features in the area of user behavior flow visualizations, conversion funnels, and GA goals and events.

GA also typically offers more robust features in the area of advanced filtering and segmentation, content analysis, and campaign analysis. 

More Prospect Context For Sales

While the items above may seem more marketing-focused when taken individually, they still help to paint a fuller picture for the B2B lead data produced by the 3rd-party website user tracking tools.

Let’s look now at the more sales-focused features offered by the 3rd-party tools.

Adding B2B Sales-Focused Features   

Unlike GA, the 3rd-party software tools for identifying and tracking website visitors are built specifically for B2B firms with direct sales teams.

Sales reps, sales development, business development, inside and outside sales staff can all benefit from these products.

These tools build upon the more general activity tracking features described above and add the following product features and attributes:

  • Are designed specifically for B2B marketing and sales
  • Have a sales-friendly user interface and workflow
  • Can identify some visitors by actual company name
  • Can identify some actual visiting people by name, email, etc.
  • May use proprietary IP-to-company matching databases (some tools)
  • Filter out ISPs automatically
  • Provide visiting company profile summary (firmographic data)
  • Provide individual contact lookup functionality (via LinkedIn, etc.)
  • Provide simple ‘click stream’ data of pages viewed
  • Provide customizable prospect lead scoring
  • Provide visitor ‘watch lists’ to trigger alerts to sales
  • Send real-time lead alerts to sales team
  • Automate sales prospect lead reporting
  • Integrate directly with CRMs, marketing automation, email platforms, etc.
  • Offer free (limited) versions of their paid tools

Software Similarities and Differences

As these product features show, Google Analytics visitor tracking is great for analyzing website traffic at a more macro level, where individual visitor identities, even at the company level, are not a major concern or priority. This is primarily the domain of the marketing team.

On the other hand, tracking tools that focus first on identifying anonymous website visitors is clearly designed for B2B sales teams interested in lead generation.

There is also an area of functional overlap. For example, GA and other vendor tools will track number of visitor sessions, which pages are viewed during each session, geographic region, and traffic source (organic, PPC, social, etc.)

Also note: Google Analytics’ visitor identification capabilities are more limited by design. It’s against the Terms of Service (ToS) to collect PII — personally identifiable information — inside GA. 

This is still true for the newer Google Analytics 4 (GA4), by the way.

Leading Vendors — B2B Visitor ID and Tracking Tools

Providing What B2B Sales Teams Need

As discussed above in the context of the practical needs of B2B sales teams, here are several vendors whose specialized software tools can help.

Disclosure: We have an affiliate marketing relationship with some of these vendors and may earn referral fees for purchases made after clicking on these logos and links. 

Clickback WEB is a good point-product option for visitor tracking. Features include visitor click-path data and return visitor notifications.

CommuniGator (now part of Spotler UK) has an interesting B2B software suite that includes GatorLeads for B2B IP-based lead generation. 

KickFire’s LIVE Leads solution offers advanced visitor tracking functionality with proprietary IP-based value-added features.

Leadberry is another good point-product  solution for B2B IP visitor identification and tracking.  

Leadfeeder includes advanced filtering capabilities to help eliminate non-useful visitor data.

Lead Forensics is a well-established vendor in the area of B2B IP tracking. They also offer a mobile app to help on-the-go sales teams stay on top of web lead activity.

LeadLander is another point-product visitor tracking option with an intuitive user interface and no per-user charges.

Visitor Queue is an affordable option for B2B IP tracking specifically with sales users in mind.

Visual Visitor provides an affordable point-product solution with features for email campaigns, form lead capture, and even call tracking.

WhoIsVisiting is a B2B IP tracking solution that features an ‘Engagement Bar’ for simple visual lead scoring, plus advanced filtering and lead management.

Google Analytics & Website Visitor Tracking — Conclusion

Website Visitor Tracking Has Dual Meanings

Google Analytics and third-party IP-based B2B lead tracking tools all fall under the broad umbrella category of ‘website visitor tracking software’.

However, the discussion above helps to illustrate that tracking website user activity can mean very different things to different groups of website analytics users.

For digital marketers tracking overall campaign ROI, website content performance, etc., their website visitors may remain anonymous — and that’s just fine for many of their marketing measurement needs. 

In some areas, marketers can still make well-informed investment decisions based on visitor data that is not attached to individual companies or people.

B2B Sales Needs Actionable Lead Generation  

It’s a very different story for B2B sales teams, however. 

For them, website visitor tracking is all about identifying anonymous companies that visit their firm’s website, then essentially turning those identified visitors into new sales prospects for outbound selling efforts.

This is why many B2B firms use GA as their most fundamental website analytics platform, but then add on the third-party tools that take website visitor ID and tracking beyond the macro world of marketing analytics, and into the more outbound sales world of proactive lead generation and follow-up. 

Google Analytics & Website Visitor Tracking — Related Posts

For a deeper discussion of how GA helps identify business visitors, see the top half of this post: Google Analytics and B2B IP Tracking Tools

To learn more about many of the top 3rd-party tools that identify and track website users, see this post and scroll down to the vendor overview videos: B2B Website Visitor Tracking Software

More Related Content

Tips for conducting free trials of B2B website visitor tracking tools

FAQ about website visitor tracking tools

How B2B website visitor ID and tracking solutions support GDPR compliance

B2B lead generation in Europe

Leadfeeder introduction and product overview

How Lead Forensics works (product demos and reviews)

Vendor and product comparison: Leadfeeder vs Lead Forensics

How LeadLander works (product overview)

How Visitor Queue works (product demo and reviews)

Visual Visitor intro and overview

Comments and Feedback

How does Google Analytics support your B2B sales team today?

Have you used Google Analytics or any 3rd-party software tools for identifying anonymous website visitors and converting them to B2B sales leads?

Is the newer Google Analytics 4 (GA4) platform better or worse now for your B2B sales and marketing needs?

 

Drop a quick comment below if you have feedback, questions, or any other insights to add here.

Thanks for reading, commenting, and sharing with your social networks.

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B2B Website Visitor Tracking Software

Get My Complete Vendor Listing

Hello and thanks for reading!

I’ve built an Excel spreadsheet that captures key details on virtually all software products that focus on anonymous website visitor identification.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page.

Grab the current version now. I’ll send you future updates, too! 

Website Visitor Identification Tools

Get My Complete Vendor Listing

Hello and thanks for reading!

I’ve built an Excel spreadsheet that captures key details on virtually all software products that focus on anonymous website visitor identification.

(Many more vendors than I have room to include in this post!)

It’s based on many hours of my vendor research… and I’m happy to share it as a helpful reference item for you.

Just drop me your best email address below and I’ll send the link to the spreadsheet download page.

Grab the current version now. I’ll send you future updates, too! 

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