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 only provides insights on individual visits, not accounts or companies.

This creates a gap for B2B marketers when they’re trying to uncover how their marketing efforts are impacting revenue.

That gap is about to be filled by Leadfeeder’s Google Analytics Connector. The Connector seamlessly integrates with Google Analytics to show company level data as custom dimensions, including company name, website, industry revenue, and more.

The Google Analytics Connector transforms Google Analytics into a B2B marketing tool. By expanding traditional Google Analytics reports with B2B data, you’ll be able to, for example:

  • Identify the exact campaigns driving valuable companies.

  • Tie revenue back to your marketing activities.

  • Reveal the companies that read your blog, click on your ads, or engage with your brand awareness campaigns.

  • Prove the true ROI of Your Marketing Activities by tying marketing sourced and influenced revenue back to related marketing campaigns and investment.

  • Gain insight into which PPC campaigns are driving your ideal customers and how they are engaging with your website.

This article walks you through how to find Leadfeeder Google Analytics Connector data in your Google Analytics account, including examples of interesting reports you can gather.

NOTE: To be able to create new Google Analytics reports with Leadfeeder data, you need either Administrator, Editor or Analyst role in Google Analytics. To view Leadfeeder data in existing Google Analytics reports, you need to have a Viewer role in Google Analytics.

Firstly, to get Leadfeeder data flowing into your Google Analytics account follow the Google Analytics Connector setup guide.

How to view Leadfeeder data in existing Google Analytics reports

STEP 1: Go to report in your Google Analytics account: Click Acquisition, then Channels.

STEP 2: Next, click Secondary dimension.

STEP 3: In the dropdown menu, navigate to “Custom Dimensions” and select one of the custom dimensions you’ve imported via the Google Analytics Connector such as “Industry (Leadfeeder)”.

STEP 4: Now you can view the sent Leadfeeder data in the Google Analytics report.

How to create custom Google Analytics reports with Leadfeeder data

STEP 1: Go to Google Analytics, click Customization and then Custom Reports.

STEP 2: Select New Custom Report and name it, for example, “Leadfeeder GA Connector data”.

STEP 3: Name the tab “Industry report” and under type choose the “Flat Table”.

STEP 4: Click add dimension, in the dropdown find custom dimensions and pick one of the dimensions you added via the Google Analytics Connector - for example, Industry (Leadfeeder).

STEP 5: In Metrics choose “Pageviews” and “Sessions” and also other metrics you’re interested in.

STEP 6: On the right hand side of the report, select Duplicate this tab.

STEP 7: Change the name of the new tab to “Company Name Report”. Change the selected dimension to “Company Name”.

STEP 8: Repeat STEP 6 and 7 for each of the custom dimensions you imported via the Google Analytics Connector.

STEP 9: Click Save and it will take you to a table where you can see the firmographics of the companies that visited your Leadfeeder. You can change the timeframe in the top right corner. The report is now saved, and you can reassess it at any time by navigating Customization -> Custom Reports -> Leadfeeder GA Connector data.

Here are some examples of how Leadfeeder data looks like in Google Analytics.

Example 1: Company name attribute

Example 2: Industry attribute

Example 3: Employee count attribute

NOTE: Please note that data received from GA Connector might occasionally differ from data received in your Leadfeeder Web Application due to the fact that GA connector relies solely on IP address to provide real-time data while Leadfeeder Web Visitor has time to combine IP addresses with other resources in our database since it is not real-time. We do not recommend comparing those two products. You can also try to install the Google Analytics script and Leadfeeder script directly into the code.

If you are not receiving any data please go on your website and add the following parameter.

to be visible as a visitor for Amazon, and click around your website and different pages Repeat for Goldman Sachs and Lemonade,


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