If you’re running B2B campaigns and want to know which companies are actually hitting your site—not just anonymous numbers—Leadforensics is probably on your radar. But its reporting tools can be overwhelming, and the sales pitch doesn’t always match the reality. This post is for marketers, sales teams, or anyone tasked with showing real results from their campaigns using Leadforensics. You’ll get a clear, honest walkthrough: what’s useful, what’s not, and how to actually wring insights from the reports.
1. Quick Primer: What Leadforensics Actually Does
Let’s clear something up first. Leadforensics isn’t magic. It’s a B2B tool that tries to identify the companies visiting your website by matching their IP addresses against a big database. It’s not going to tell you “Jane Smith from Acme Corp clicked your ad,” but it will often tell you “someone at Acme Corp visited your pricing page on Tuesday.”
You get more than Google Analytics: instead of just seeing “12 visitors from London,” you might see “ABC Manufacturing, XYZ Ltd, and three others from London.” This is gold for B2B, where knowing which companies are sniffing around is half the battle.
But—fair warning—the data isn’t perfect. You’ll get a lot of “unknowns,” some false positives, and you won’t always know what to do with the info at first. Don’t expect a silver bullet.
2. Getting Set Up: Avoid Rookie Mistakes
Before you analyze anything, make sure your Leadforensics tracking code is installed on every page you care about. Double-check this. If it’s missing from your landing pages or campaign-specific URLs, you’ll miss data. Here’s a quick checklist to get it right:
- Install the tracking code on all campaign landing pages, thank-you pages, and key site sections.
- Exclude internal traffic (your own company’s IP addresses) so your reports aren’t polluted.
- Sync campaigns: Use UTM parameters or unique URLs for each campaign. Leadforensics doesn’t automatically know which visit came from which channel unless you set this up.
Pro tip: If you run campaigns that drive traffic to subdomains or microsites, make sure Leadforensics is tracking those too. It’s easy to miss.
3. Navigating the Leadforensics Dashboard (What’s Useful vs. What’s Fluff)
Open the Leadforensics dashboard and you’ll see a lot of tabs: “Visitor List,” “Reports,” “Lead Scoring,” “Journey Tracking,” and more. Here’s what actually matters for campaign analysis:
The Good Stuff
- Visitor List: This is your bread and butter. It shows which companies have visited, how often, and what pages they looked at.
- Source/Medium Reporting: If you’re using UTM parameters, you can see which campaigns or sources (e.g., Google Ads, LinkedIn, email) are bringing in which companies.
- Page Journeys: See what path a company took through your site. Did they just hit the landing page and bounce, or did they poke around your pricing and demo pages?
The Noise
- “Lead Score”: This tries to rank visitors by importance, but it’s usually based on generic rules (like how many pages they viewed). Take it with a grain of salt. Customize it if you want, but don’t obsess.
- “Contact Data”: Sometimes you’ll get names, emails, or phone numbers scraped from public sources. Treat this carefully—lots of it is outdated or irrelevant.
What to Ignore
- “Engagement Metrics” (like time on site): Leadforensics is decent at tracking visits, but not great at knowing if someone’s actually engaged. Don’t make big decisions based on these numbers alone.
4. Step-by-Step: Analyzing Campaign Performance with Leadforensics
Here’s the practical workflow to analyze your campaigns without wasting hours:
Step 1: Segment by Campaign
- Go to the “Visitor List” or “Reports.”
- Filter by UTM parameters, landing page URLs, or referrer to isolate traffic from your campaign.
- If you didn’t set up tracking links or UTMs, your data will be messy. You can sometimes hack it by filtering by “first page visited” or “source,” but it’s not as clean.
Step 2: Identify Companies, Not Just Clicks
- Look for recognizable company names in your segmented list. These are the real leads—ignore “unknown” or consumer ISPs unless your business sells to consumers.
- Download the company list. Cross-reference with your CRM to see if they’re new prospects or existing accounts.
Step 3: Track Behavior
- For each campaign, check which companies:
- Visited just once vs. returned multiple times
- Viewed key pages (pricing, contact, demo)
- Dropped off after the landing page (possible mismatch of message/offer)
- Build a shortlist of the most engaged companies.
Step 4: Compare Campaigns
- Repeat the process for each campaign or channel.
- Ask: Which campaign brought the most high-value companies? Which drove real engagement? Don’t just count visits—look at quality.
- Export reports and build a simple comparison (spreadsheet works fine if you’re not using the built-in comparison tools).
Step 5: Take Action
- Share the hot company list with your sales team (with context—don’t just dump a CSV on them).
- Adjust campaigns based on what you see. If one channel brings in better-fit companies, double down. If another only brings tire-kickers, rethink your targeting or creative.
5. Honest Takes: What Works, What Doesn’t, and Common Pitfalls
What Actually Works
- Seeing which companies are interested: This is the main value. For ABM (account-based marketing), it’s huge.
- Pinpointing campaign ROI: You can finally see if your paid campaigns are hitting the right companies, not just generating empty clicks.
- Triggering timely sales outreach: If you spot a target account snooping around, you can nudge sales to follow up while it’s fresh.
What Doesn’t Live Up to the Hype
- Contact data accuracy: Don’t expect a gold mine of direct emails and phone numbers. Most are scraped from old directories or generic company listings.
- Lead scoring “out of the box”: It’s just a rough guess. Fine if you want a starting point, but customize or ignore as needed.
- Granular user tracking: You won’t get individual-level data for most visitors (privacy laws, IP sharing, etc.), so don’t overpromise to your team.
Common Pitfalls
- Not setting up tracking links: Without UTMs or unique URLs, it’s hard to tie visits back to campaigns.
- Chasing every visitor: Not every company that visits is a real lead. Some are job seekers, competitors, or bots.
- Over-reporting: Don’t flood your team with every scrap of data. Focus on what’s actionable.
6. Making Leadforensics Work for You (Without Losing Your Mind)
A few practical tips to keep things sane:
- Automate reports: Set up scheduled exports for key campaigns instead of checking manually every day.
- Integrate with your CRM if possible, but only push in high-quality leads—otherwise, you’ll just clutter it up.
- Use alerts sparingly: Getting pinged every time anyone visits will drive you nuts. Set up alerts only for target accounts or key actions.
7. Wrapping Up: Keep It Simple, Iterate, and Ignore the Noise
Leadforensics can be a powerful tool for analyzing campaign performance, but only if you keep your process simple. Focus on identifying which companies actually engage with your campaigns, compare quality (not just quantity), and feed back what you learn. Don’t get bogged down in every metric or feature—stick to what helps you make better decisions, and tweak your setup as you go. The rest is just noise.