Note: These are the setup instructions for GA4. The setup instructions for Universal Analytics 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 GA4 Measurement ID - meaning the Google Analytics account to which you want to send data, from the dropdown list

To find your Measurement ID:

  1. Sign in to your Google Analytics account.

  2. Click Admin.

  3. At the top of the Property column, select your property.

  4. In the Property column, click Data streams.

  5. Click the data stream for which you need the ID.

  6. Your "G-" ID appears in the top right.

STEP 4: Then define the mapping in Leadfeeder, in Google Analytics Connector settings: under Define Mapping, select the Connector Attributes that you want to send to Google Analytics. These are the available Connector attributes:

  • Company Name

  • Company Website

  • Industry

  • Employee size

  • City

  • Region

  • Country

  • LinkedIn Profile

  • Facebook Profile

  • Twitter Profile

STEP 5: Once you have selected the attribute, you will see the default name and fallback value sent to Google Analytics. We recommend using the default values, but you can change them if you like.

Fallback value' essentially means you can personalize whatever you want the GA connector to send to Google Analytics if, in this case, we do not have the given value for the given connector attribute.

STEP 6: Repeat steps 4 and 5 for each attribute you want to send to Google Analytics. We recommend that you send Industry, Employee Size, Company Name, and Company Domain, but you can send as many as you like.

STEP 7: Click Save.

The Leadfeeder side of the setup is now complete. Now you need to head to your GA4 profile to finish the setup there.

STEP 8: In your GA4 account, navigate to Custom Dimensions

  1. Sign in to your Google Analytics account.

  2. On the left, click Configure.

  3. Then select Custom definitions

  4. Click Create custom dimensions

You need the Editor role to create custom dimensions.

STEP 9: Create the Custom Dimensions

  1. In the Dimension, name field, enter the same value as you have in the Send As field in STEP 5

  2. Change Scope from Event to User

  3. In User Property field enter the same value as you have in the Send As field in STEP 5 (It is essential that you enter the exact same name or Google will not be able to process the data)

  4. Click Save in top right corner

  5. Repeat for each attribute you created in Step 6

Your Google Analytics connector is now sending firmographic data to your GA4 account. The next step is to start using this data. Follow our detailed guides below:

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

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