If you’re here, you probably want more than the basic “who visited my site?” from Google Analytics. You want company details, sales context, and actual leads—not just raw numbers. This guide is for marketers, sales ops folks, or anyone who wants to combine the best of LeadFeeder and Google Analytics to get real, actionable visitor data. I’ll walk you through what you need, common pitfalls, and how to get the most out of this integration—without wasting your time.
Why bother connecting LeadFeeder and Google Analytics?
Let’s get real: Google Analytics is powerful, but it’s anonymous by design. You see traffic, not companies. LeadFeeder flips that on its head, showing you which businesses visit your site. When you connect the two, you unlock:
- Company-level details tied to your Google Analytics data.
- The ability to filter, segment, and act on high-value visitors.
- Less guesswork in sales and marketing (because you know who’s interested).
But don’t expect magic. This won’t tell you “Bob from Acme Corp read your pricing page for 10 minutes.” Still, it’s a solid step up from flying blind.
What you’ll need before you start
Don’t skip this. A lot of headaches come from starting without the right pieces in place.
- A working Google Analytics account (Universal Analytics or GA4—LeadFeeder supports both, but the setup’s a bit different).
- Edit access to your Google Analytics property. Viewer access won’t cut it.
- A LeadFeeder account (the paid version is required for some features).
- Your website’s Google Analytics tracking code properly installed. If Analytics isn’t set up right, none of this will work.
- Patience. The data won’t flow instantly—expect a delay, especially at first.
Step 1: Check your Google Analytics setup
Before you even touch LeadFeeder, make sure Google Analytics is firing on every page you want to track. This sounds basic, but broken tags are the #1 reason this integration fails.
- Use Google’s Tag Assistant or a browser extension to check.
- Make sure there’s one tracking code per page—multiple codes can really mess things up.
- For GA4, double-check that your Data Streams are set up properly.
Pro tip: If you just set up Analytics, wait 24 hours before connecting to LeadFeeder. It needs data to work with.
Step 2: Connect your Google Analytics account to LeadFeeder
Time to link things up. Here’s how:
- Log in to LeadFeeder.
- Go to Settings (usually in the top right).
- Find Google Analytics Connections or Data Sources (the wording varies; look for anything mentioning Analytics).
- Click Connect Google Analytics.
- Sign in with the Google account that has access to your Analytics property.
- Choose the correct property (and view, if using Universal Analytics). For GA4, pick the right Data Stream.
- Confirm and authorize.
Heads up: If you’ve got multiple Google logins, use an incognito window to avoid weird permissions issues.
What can go wrong? - Wrong permissions: You need at least Edit access in Analytics. - Wrong Analytics property: Double-check the property ID matches your website.
Step 3: Check LeadFeeder is pulling in data
This part takes patience. LeadFeeder won’t show company data right away—it can take a few hours, sometimes up to a day, for the first batch to show up.
- Go to your LeadFeeder dashboard and look for a list of companies.
- If you see “No data yet,” don’t panic. Wait at least 24 hours.
- Still nothing after a day? Go back and check your Analytics setup.
Reality check: LeadFeeder relies on IP address matching. If your visitors are mostly working from home or using VPNs, you’ll see fewer identified companies—it’s not LeadFeeder’s fault, that’s just how the internet works now.
Step 4: Tweak your filters and views in LeadFeeder
Here’s where you make this integration actually useful.
- Set up filters: Want to see only companies from a certain industry, country, or who visited specific pages? Use filters in LeadFeeder.
- Create custom feeds: Group visitors by behavior—like people who viewed your pricing page but didn’t convert.
- Exclude your own team: Filter out your own company’s IP addresses, or you’ll just see yourself visiting your own site.
Pro tip: Don’t go overboard with filters at first. Start broad, see what kind of data you get, then narrow it down. It’s easy to miss good leads if your filters are too tight.
Step 5: Sync LeadFeeder data with your sales tools (optional, but powerful)
If you want your sales team to actually use this data, make it easy for them.
- Connect LeadFeeder to your CRM (like HubSpot, Pipedrive, or Salesforce).
- Set up email notifications for hot leads.
- Use integrations like Slack or Microsoft Teams if you want instant alerts.
Just remember: more notifications aren’t always better. Focus on quality over quantity. Nobody needs more email noise.
Step 6: Actually use the insights
This is where most people drop the ball. Don’t just stare at the pretty dashboards.
- Have sales reach out to companies visiting high-intent pages.
- Tailor your marketing based on which industries are showing interest.
- Use it for account-based marketing (ABM): are your target accounts actually visiting?
- If you’re not seeing the companies you expect, revisit your content and campaigns.
What not to expect: - You won’t get individual names or emails—just company info. - Data can be patchy for small businesses or remote workers. - Sometimes “company” means an ISP or a data center. Ignore those.
What works, what doesn’t, and what to ignore
What works: - B2B companies with decent web traffic. The more visitors, the better the data. - Industries where folks work from an office (harder if everyone’s remote or on mobile). - Identifying trends and warm leads, not just vanity metrics.
What doesn’t: - Tracking individual people. That’s not possible (and it’s a privacy nightmare). - Expecting 100% of your visitors to be identified. You’ll get a fraction—usually 10-30% at best. - Using it for B2C—LeadFeeder is built for B2B.
Ignore the hype about “knowing exactly who’s on your site.” This tool is great, but it can’t read minds or break privacy laws. Use it for what it is: a way to get more context on your anonymous traffic.
Troubleshooting: Common mistakes
- No data showing up: Double-check your Google Analytics setup and permissions.
- Duplicate or missing companies: Sometimes big companies have multiple IP ranges; this is normal. Don’t obsess over it.
- Internal traffic polluting your feed: Set up IP exclusion in both Google Analytics and LeadFeeder.
If you’re still stuck, LeadFeeder’s support is pretty responsive and has seen every problem by now.
Keep it simple and iterate
Don’t try to set up every bell and whistle on day one. Get the basics working, watch the data for a week, then tweak your filters and alerts. The goal isn’t to drown in dashboards—it’s to get a steady flow of useful, actionable leads to your sales or marketing team.
Keep it straightforward, be patient with the data, and don’t expect miracles. Used right, connecting LeadFeeder with Google Analytics is one of the more useful analytics combos out there for B2B. Now get after it.