Google Analytics is an incredibly powerful tool. It has long been the backbone of every digital marketers’ tech stack but it isn’t perfect: Google Analytics is only able to provide insights on individual visits, not accounts or companies. This creates an issue for B2B marketers as it leaves a gap when they are trying to uncover how their marketing efforts are impacting revenue.

That gap is about to be filled with Leadfeeder’s Google Analytics Connector. The Google Analytics Connector enables you to access the firmographic information of your visitors directly in Google Analytics. You can decide what to send out of all the firmographic data as Custom Dimensions in Google Analytics.

This helps you, for example, to see a specific company’s entire flow of the visits in Google Analytics, or you can send the firmographic data in Google Analytics to any third party tool. Also, data sent to Google Analytics can be used in Google Ads for remarketing purposes.

NOTE: To be able to use our Google Analytics Connector, please check you have either a trial subscription or you have bought a Premium subscription for our Website Visitor Tracking software. Also, you need to have Leadfeeder Tracker installed on your website.

How to get started:

NOTE: To complete the setup of Leadfeeder’s Google Analytics Connector you will need Admin access to a Premium or Trial Leadfeeder account and Editor or Administrator access to the Google Analytics account.

STEP 1: To get started, head to our Connectors page here or via the navigation bar on the top of your Leadfeeder view:

Then click the Google Analytics icon.

And start the free trial:

STEP 2: In the next view, enable the Connector and start the configuration. If the Connector is disabled, data won’t be sent from Leadfeeder to Google Analytics.

STEP 3: As the first thing, you want to choose the correct Google Analytics property tracking ID - meaning the Google Analytics account where you want to send data to. Currently it’s only possible to send data to one Google Analytics account, multiple accounts will be supported soon.

STEP 4: Select the first Connector attribute that you would like to send to your Google Analytics account. These are the available Connector attributes:

  • Company Name

  • Company Website

  • City

  • Region

  • Country

  • Industry

  • LinkedIn Profile

  • Facebook Profile

  • Twitter Profile

STEP 5 : Next you want to create Custom Dimensions in Google Analytics. Head to the Google Analytics account that matches the property ID you select in STEP 3. You can see the property ID in the property Settings (Admin -> Property -> Property Settings).

STEP 6: Navigate to Custom Dimensions in Property Settings (Admin -> Property -> Custom Definitions -> Custom Dimensions).

STEP 7: Create New Custom Dimension by clicking New Custom Dimension. Name the custom dimension - we recommend adding (Leadfeeder) to the name of all custom dimensions so it’s easier to find later in your Google Analytics account. Then change Scope from “Hit” to “Session” and make sure the “Active” box is checked. Click Create.

STEP 8: Make note of Index of new Custom Dimension (this will be needed to STEP 4) and head back to Google Analytics setup back inside of Leadfeeder.

STEP 9: Then define the mapping in Leadfeeder, in Google Analytics Connector settings: under Define Mapping select the Connector Attribute that you selected in STEP 3.

STEP 10: Then under GA Custom Dimension select the Custom Dimension number that matches the index number you noted in STEP 7.

STEP 11: Repeat STEPS 3-10 for each attribute you want to send from Leadfeeder to your Google Analytics account. See examples below:

STEP 12: Don’t forget to click Save!

STEP 13: Perhaps, the next best step would be to test your new GA custom dimensions. But fret not; just follow the detailed guide written about Google Analytics Connector: Enhanced Google Analytics Reporting to test it out and see how it looks.

NOTE: If Leadfeeder cannot identify the company behind the visit, Google Analytics Connector won’t be sending any defined data to Google Analytics. If Leadfeeder identifies the company but doesn’t have information about defined attributes - for example, LinkedIn Profile - this will be shown as “(not set)” in Google Analytics.

In a case Leadfeeder identifies the company visiting your site, but doesn’t have any data about the company based on defined attributes, nothing will be sent to Google Analytics.

Once you have set up the GA Connector, only future visits will be enriched in Google Analytics.


In the tab Stats, you can see the up to 6 months statistics and how many matches have been done during each month.

If Leadfeeder is able to identify the company behind the visit and that visit’s firmographic data is being sent to Google Analytics, that’s counted as a match.

If you are ready to get started with our Google Analytics Connector, you can start the free trial here. As always, if you have any questions, please feel free to contact our support team at or via chat.


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