Note: These are the setup instructions for Universal Analytics. The setup instructions for GA4 can be found here.

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

You can watch this short video explaining how the Leadfeeder's Google Analytics Connector works:

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: Enable the Connector and start the configuration in the following view. 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 to which you want to send data.

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

  • Company Name

  • Company Website

  • City

  • Region

  • Country

  • Industry

  • Employee size

  • 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 “User” and make sure the “Active” box is checked. Click Create.

STEP 8: Make note of the Index of the 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:

You also see a column called 'Fallback value' in the above screenshot. That essentially means you can personalize whatever you want the GA connector to send to Google Analytics if in the case we do not have the given value for the given connector attribute.

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 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 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 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.

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

NOTE: Please note that data received from GA Connectors might occasionally differ from data received in your Leadfeeder web application as they come from different databases so we do not recommend comparing those two.


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