If you want to know which companies are poking around your website—and what they actually do while they're there—this guide is for you. We'll dig into how to set up, use, and get real value out of LeadFeeder, without getting lost in dashboards or chasing “insights” that don’t matter.
Whether you're in sales, marketing, or just want to know who’s sniffing around your product, let's make sure you’re not just collecting data for the sake of it.
Why bother tracking website visitor behavior?
Let’s be clear: website analytics can quickly become a rabbit hole. But if you sell B2B, seeing which companies visit your site (not just anonymous users) is genuinely useful. Done right, it can help you:
- Spot new leads who are already interested
- See which companies are checking out your pricing or case studies
- Prioritize outreach based on real behavior, not just guesswork
But there's a catch: you need to set things up right, and you need to ignore a lot of noise (bots, accidental visits, people who will never buy). This guide will help you cut through that.
Step 1: What is LeadFeeder (and what does it actually do)?
LeadFeeder is a tool that tries to answer the question: “Which companies are visiting my website?” It works by matching visitor IP addresses to known company networks. Unlike classic analytics tools like Google Analytics, which track user sessions and pageviews, LeadFeeder focuses on showing you the organizations behind otherwise anonymous traffic.
Here’s what you get: - A list of companies (not individuals) who visited your site - What pages they viewed, when, and for how long - The source (organic, ads, email, etc.) - Some basic company info (like industry, size, location) - Integrations with CRM tools (so you can take action)
Limitations to know: - You’ll never see every visitor—just those that can be matched to a company network - Home and mobile visitors usually show up as ISPs (Comcast, Vodafone, etc.), which isn’t useful - LeadFeeder does not give you named contacts or emails out of the box
If you expect magic “who visited my site and here’s their email” results, you’ll be disappointed. But if you want company-level intent signals, it works well.
Step 2: Setting up LeadFeeder tracking
Getting tracking set up is straightforward, but details matter. Here’s what you need to do:
1. Create Your Account
- Go to LeadFeeder and sign up for a free trial.
- You’ll need to connect your Google Analytics during signup. (This is how they get your web traffic data.)
- If you want more accurate, real-time data, also install the LeadFeeder Tracker script on your site.
Pro tip: Use the LeadFeeder Tracker. Google Analytics integration works, but the Tracker gives you fresher data and better company identification.
2. Install the Tracking Script
- Copy the JavaScript snippet from your LeadFeeder dashboard.
- Paste it into your website’s
<head>section, just like you would with Google Analytics or any other tracking code. - If you use a tag manager (like Google Tag Manager), you can paste it there too.
Watch out for:
- Not pasting the script on every page. If you miss key pages (like pricing or your contact form), you’ll miss valuable behavior.
- Caching issues—if you use aggressive caching/CDN setups, verify the script is loading everywhere.
3. Verify Tracking
- Visit your website from a corporate network (if possible) and check if LeadFeeder shows your company as a visitor.
- Use the “Tracking Status” section in LeadFeeder to confirm events are coming through.
If you see your own company, it’s working. (Just don’t forget to filter yourself out later.)
Step 3: Filtering out junk (and why you must do it)
Out of the box, LeadFeeder will show a lot of noise. Here’s how to clean it up:
Exclude ISPs and Non-Business Traffic
- Go to “Filters” and add exclusions for common ISPs (Comcast, Verizon, etc.).
- Exclude your own company’s IP addresses—otherwise you’ll keep seeing your own team as “new leads.”
Set Up Location Filters
If you only sell in certain countries or regions, create filters to hide traffic from everywhere else. No point chasing companies in countries you’ll never serve.
Ignore Single-Page Bounces
Most valuable leads look at multiple pages. Filter out companies that only view your homepage and disappear—they’re probably not serious.
Watch for Bots and Junk Traffic
Some bots can slip through, especially if they’re coming from cloud networks. If you spot weird company names or traffic spikes with 0 seconds on site, ignore those.
Step 4: Making sense of what visitors actually do
Now you have a (mostly) clean list of real companies. Here’s how to make sense of their behavior:
What company behavior matters?
- Visited high-intent pages: Pricing, demo, contact, or case studies are much stronger signals than a blog post.
- Multiple visits or return visits: If a company keeps coming back, they’re more interested.
- Multiple people from the same company: If you see several visitors from one company in a short period, they might be evaluating you for real.
What doesn’t matter?
- One-off visits to your blog or careers page.
- Companies that only stay for a few seconds.
- Traffic from regions or industries you don’t serve.
Lead Scoring in LeadFeeder
You can set up custom feed rules to highlight companies who:
- Visit certain URLs (like /pricing or /demo)
- Stay longer than a certain time
- Visit from specific sources (e.g., from a campaign or email)
Be honest: If you start with too many rules or over-complicate scoring, you’ll spend more time tweaking than acting. Start simple and adjust.
Step 5: Sending leads to your CRM (or your sales team)
Collecting data is pointless unless you use it. LeadFeeder connects with most major CRMs (Salesforce, HubSpot, Pipedrive, Zoho, etc.). Here’s what to do:
1. Connect Your CRM
- Follow LeadFeeder’s integration steps. It usually takes a few minutes to set up.
- Map key fields so you don’t dump junk data into your CRM.
2. Decide What to Send
- Only send companies that meet your intent criteria (see above).
- Don’t flood your sales team with every company that lands on your site. That’s how you burn trust.
3. Create Actionable Alerts
- Set up email alerts or Slack notifications for high-value visits.
- Make sure whoever gets these knows why the company is worth a look.
4. Track Outcomes
- Watch what happens to leads sent from LeadFeeder. Are they converting? If not, revisit your filters and criteria.
Pro tip: Sales will tune you out if you send them every company that breathes on your homepage. Quality > quantity.
Step 6: Using LeadFeeder with other tools (and avoiding tool overload)
LeadFeeder isn’t a complete intent data platform. You’ll probably want to use it alongside:
- Your regular analytics (Google Analytics, Plausible, etc.) for overall traffic trends
- Marketing automation (HubSpot, ActiveCampaign, etc.) for email and nurture
- LinkedIn or other prospecting tools to find actual people at companies LeadFeeder flags
Don’t try to force everything through LeadFeeder. Use it to spot which companies are interested, then use other tools to actually reach out.
Step 7: What works, what doesn’t, and what to ignore
What works: - Spotting warm B2B leads before they fill out a form - Prioritizing outbound sales to companies already interested - Understanding which marketing campaigns attract real business traffic
What doesn’t: - Expecting to see every single visitor (you won’t) - Chasing after “leads” who are just random visits or bots - Using LeadFeeder to replace your CRM or email marketing tools
Ignore: - Vanity metrics (impressions, bounce rate, etc. in this context) - Trying to identify individual people. LeadFeeder is company-level only. - Over-complicating your filters and feeds. If you’re spending more time building dashboards than talking to leads, you’re missing the point.
Keep it simple and iterate
Don’t get sucked into the analytics abyss. Set up LeadFeeder, clean your data, pick a handful of intent signals, and start acting on what you see. If you’re not getting value, change your filters or try new feeds—but don’t overthink it.
Remember: the goal isn’t to track everything. It’s to find a handful of good companies who are actually interested, so you can spend more time talking to them—and less time fiddling with dashboards.
Get started, keep it simple, and adjust as you go. That’s how you turn visitor tracking into real business, not just another report.