Last updated Jun 8, 2021
How Do Leadfeeder and Lead Forensics Compare vs Google Analytics?
Popular website visitor tracking software products such as Leadfeeder and Lead Forensics are often compared against Google Analytics. How are they different? How are they similar?
Should you pick one over the other for B2B website analytics? Can you and should you use 3rd-party visitor tracking tools alongside Google Analytics?
This post answers these questions and provides additional resources that may help you.
Introduction and Comparison Tables
Comparing Google Analytics and Website Visitor Tracking Software
Users of website analytics tools sometimes wonder about the differences between Google Analytics and 3rd-party visitor tracking tools such as Lead Forensics, Leadfeeder, and others like them.
The two tables below captures most of the major differences for sales and marketing teams. The ‘Leadfeeder, Etc.’ column represents the 3rd-party (non-Google) tools that are popular for website visitor tracking purposes: Leadfeeder, Lead Forensics, LeadLander, Visual Visitor, Visitor Queue, VisitorTrack, and similar tools.
There are many good options to choose from. See section further below.
First, let’s compare the most common sales-centric features of these platforms to see how Google Analytics differs from these other visitor tracking tools.
|Features – SALES Focus||Google Analytics|
|Built specifically for B2B sales |
(and also marketing) teams
|Can identify visitors by actual |
company name (based on IP address)
|Only with 3rd-party add-on||Yes|
|Can identify actual visiting people |
by name, email, etc.
|No (violates GA’s |
(depends on traffic source)
|Leverages proprietary IP-to-Company matching databases||No||Yes (varies)|
|Automatically filters out ISPs||No||Yes|
|Visiting company profile summary||No||Yes|
|Individual company contact |
|No||Yes (LinkedIn, etc.)|
|Simple ‘clickstream’ |
|Customizable prospect lead scoring||No||Yes|
|Buyer intent insights||No||Some|
|Visiting company ‘watch lists’ to |
trigger alerts to sales
|Real-time lead alerts for sales team||No||Yes|
|B2B sales-friendly user interface and |
|Automated sales lead reporting||No||Yes|
|Integration with CRMs, marketing |
automation, email platforms, etc.
|Free (limited functionality) versions |
Next up, let’s compare features that are more targeted at marketing users.
|Features – MARKETING Focus||Google Analytics|
|Track website users and sessions||Yes||Yes|
|Track visitor locations (city, region, etc.)||Yes||Yes|
|Identify traffic acquisition sources||Yes||Yes|
|Advanced filtering and segmentation||Yes||Limited|
|Track visitor website content engagement||Yes (advanced)||Yes|
|Track marketing campaigns (UTM tags)||Yes (advanced)||Limited|
|Track GA Goals and Events||Yes||No|
|Provide traffic flow diagrams||Yes (several)||No|
Google Analytics vs Website Visitor Tracking Tools
Some Similarities and Many Important Differences
Pretty much everybody who operates a serious website knows something about Google Analytics. It’s the free website analytics tool from Google that is installed on millions of websites around the world.
It’s great for tracking and measuring visitor traffic on business-to-business (B2B) websites, business-to-consumer (B2C) sites, non-profit websites, ecommerce sites, etc. There’s a paid version available for very large enterprises, but the free version is what most website owners know and use.
Some webmasters want to avoid using Google Analytics, for user privacy and various other reasons. If you’re considering this approach, also see this post that discusses good Google Analytics alternatives for WordPress websites.
Google Analytics for B2B Marketing
For B2B marketers, Google Analytics provides important insights into website traffic sources, user engagement, content performance, marketing campaign performance, social media marketing, and similar measures important to B2B marketing teams.
What Google Analytics does not provide B2B teams, however, is detailed insights into the companies that visit their websites. GA does not by itself do much to help B2B sales teams understand which target accounts (or new corporate prospects) are consuming their site content.
And, if you’re a B2B sales professional with a monthly sales quota to hit, you would really like to have this information!
This is where other tools like Leadfeeder, Lead Forensics, and similar vendors can really help out.
I use Leadfeeder and Lead Forensics as examples in this post because they are two of the best known solutions in this software category. However, there are several others like them as well.
See below for a list of about a dozen vendors that compete in this category.
Also see this detailed comparison of Leadfeeder vs Lead Forensics for a closer look at the similarities and differences of these platforms.
Leadfeeder or Lead Forensics for B2B Sales (and Some Marketing)
Unlike Google Analytics, which is intentionally designed to be useful for virtually all types of organizations and websites, dedicated B2B website visitor tracking tools are designed to support B2B sales teams and their revenue-producing operations.
First and foremost, these tools help with website-based lead generation and proactive follow-up. These intro videos for Leadfeeder and Lead Forensics explain their core benefits for B2B revenue teams.
Leadfeeder Intro Video
Lead Forensics Intro Video
The vendors listed below are many of the top contenders in the area of B2B website visitor tracking. Clicking on the logos and links here will open the vendor websites in new browser tabs.
Clickback WEB is a good point-product option for visitor tracking. Features include visitor click-path data and return visitor notifications.
CommuniGator 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.
SharpSpring offers a website Visitor ID feature as part of a complete marketing automation suite. With attractive pricing and no long-term contracts, SharpSpring is a compelling alternative to HubSpot, Marketo, Act-On, etc.
Visitor Queue is an affordable option for B2B IP tracking specifically with sales users in mind.
VisitorTrack is one of the original solutions in this software category. Features include AI-driven traffic filters and B2B intent data to provide higher-quality leads.
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.
Using Lead Forensics or Leadfeeder with Google Analytics
Get the Best of Both Worlds
Tools like Leadfeeder and Lead Forensics are often used side-by-side with more general-purpose website analytics tools like Google Analytics. It’s perfectly OK to do this as part of on overall B2B sales and marketing ‘tech stack’.
Use Google Analytics for its core strengths in overall digital marketing measurement and analysis, but also add a tool like Lead Forensics or Leadfeeder to deliver more useful lead generation and revenue opportunities to the sales team.
So, it’s not an either-or situation with these complementary visitor tracking platforms.
In the best cases, the tools are used together, by both marketing and sales teams, to deliver actionable insights for the whole B2B revenue operation.
Questions or Comments?
Drop me a line in the comments area below if you have any questions, comments, or other thoughts on this topic.
I hope this info has been helpful for you. Thanks for reading! 🙂