As a B2B marketer, you probably use Google Analytics to monitor your website traffic. Pageviews, bounce rates, conversions – it gives you insight into what visitors do. But do you also know who those visitors are? Which companies are showing interest? That’s where Google Analytics stops. And where Leadinfo begins.
Google Analytics shows what happens, Leadinfo shows who’s doing it
Google Analytics analyses what happens on your website. How many visitors are there? Through which channel? Which pages do they view? It gives you data on conversions, audiences and user behaviour. For B2B companies, that’s valuable information, but it lacks one crucial element: context.
Leadinfo fills that gap. The platform identifies which companies visit your website. You don’t just see that someone viewed your pricing page, but also that it’s a specific company that matches your ICP. You’ll then see that company with name, sector, size and contact details in your dashboard.
This is how you transform website visitors into action. Google Analytics tells you that there’s interest. Leadinfo tells you from whom, so sales can follow up directly.
Approximately 35-40% of your B2B traffic becomes identifiable. That might sound modest, but it’s often precisely the high-value accounts that Leadinfo recognises. The rest remains unidentified at company level, but you can still analyse that traffic via Google Analytics.
How Google Analytics works for B2B companies
Google Analytics 4 (GA4) collects data via cookies and events. It registers user behaviour, loading times, conversions and demographic information. That works excellently for e-commerce and content websites. For B2B, the insights are more limited.
GA4 shows you how many sessions there are, but not from which companies. It reveals which pages are popular, but not which accounts are showing buying signals. You can create audiences based on behaviour, but without business context, you’re still guessing which leads are truly promising.
That doesn’t mean Google Analytics is worthless for B2B. Far from it. It helps you analyse traffic sources, evaluate campaigns and optimise conversion funnels. But without a tool like Leadinfo, you’re missing the crucial link between data and action.
How Leadinfo works: from unknown traffic to action
Leadinfo identifies companies completely cookielessly. The platform analyses the IP address of website visitors and matches it to a business database of more than 220 million European organisations. The result? You immediately see which company visited your site, which pages they viewed and how often they returned.
That information is directly actionable. Leadinfo integrates with CRM systems like HubSpot, Salesforce and Pipedrive. Every identified visitor automatically becomes a lead. Sales receives a notification via Slack or email as soon as an ICP-match visits your website.
The difference from Google Analytics? Leadinfo doesn’t just give you insight, but also a direct sales opportunity. A company that views your pricing page three times? That’s not a statistic, that’s a warm lead. And with Leadinfo, you know exactly who to call.
Want to see how B2B lead generation really works? Leadinfo shows you.
The main differences at a glance
Let’s make the differences clear:
Google Analytics:
- Focus on behavioural analysis and traffic patterns
- Works with cookies (although GA4 also has cookieless options)
- Universally applicable for all websites
- No direct sales activation
- Reports retrospectively
Leadinfo:
- Focus on company identification
- 100% cookieless via IP-matching
- Specifically designed for B2B
- Direct CRM integration and sales alerts
- Real-time activation
The biggest difference? Google Analytics is an analysis tool. Leadinfo is an activation tool. GA helps you understand what’s happening. Leadinfo helps you respond to it.
That doesn’t make them competitors, but complementary. Use Google Analytics to understand your traffic. Use Leadinfo to capitalise on the opportunities within that traffic.
When do you use both tools together?
The most powerful combination? Deploying both tools simultaneously. Google Analytics provides the complete overview of your website performance. Leadinfo adds the layer that GA misses: company identification.
A practical example: you see in Google Analytics that a particular blog post attracts a lot of traffic. With Leadinfo, you discover that 40% of those visitors match your ICP. Sales can directly approach those companies with a relevant follow-up.
Or vice versa: you see in Leadinfo that a specific company returns multiple times. In Google Analytics, you check which pages they viewed and through which channel they came. That helps you sharpen the sales pitch.
Via the Google Analytics integration from Leadinfo, you connect both platforms. Company data from Leadinfo appears as custom dimensions in GA. This way, you analyse website behaviour with business context.
Result? You combine the analytical power of Google Analytics with the sales activation of Leadinfo. The best of both worlds.
Privacy and compliance: working GDPR-proof
An important difference between both tools: the way they handle privacy.
Google Analytics 4 primarily works with cookies, although cookieless tracking is becoming increasingly important. Nevertheless, it remains a tool that tracks user behaviour, which has GDPR implications. You need cookie consent and must be transparent about data collection.
Leadinfo works fundamentally differently. The platform is 100% cookieless and exclusively processes business data. No personal data, no individual tracking, no fingerprinting. Leadinfo identifies organisations, never people.
That means:
- No cookie banner needed for Leadinfo
- Fully GDPR-compliant based on legitimate interest (Article 6(1)(f))
- EU-only hosting in Ireland and Frankfurt
- ISO 27001:2022 certified
- No transfers to the US
For B2B companies that take privacy seriously, Leadinfo is a safe choice. It gives you insight without compliance risks. Google Analytics remains valuable but requires careful configuration to work GDPR-proof.
Key takeaways
Google Analytics and Leadinfo aren’t competitors, but partners. They complement each other on crucial points:
- Google Analytics shows what happens on your website. Traffic patterns, conversions, user behaviour.
- Leadinfo shows who’s behind it. Which companies, which interest, which sales opportunities.
- GA analyses retrospectively. Leadinfo activates in real-time.
- GA works universally. Leadinfo is specifically built for B2B pipeline.
- Both tools together give the complete picture.
If you want B2B marketing and sales to truly work together, you need both. Google Analytics for insight. Leadinfo for action. And with the right integration, you strengthen both platforms.
Want to see how other companies use Leadinfo? View the cases and discover what’s possible.
Frequently asked questions
Can you use Leadinfo and Google Analytics simultaneously?
Yes, both tools complement each other perfectly. Google Analytics shows traffic patterns and behavioural data, while Leadinfo identifies the companies behind that traffic. Via the Google Analytics integration, you connect both platforms, so company data from Leadinfo appears as custom dimensions in GA. This gives you both behavioural analysis and business insights in one overview.
Is Leadinfo better than Google Analytics for B2B?
Not ‘better’, but complementary. Google Analytics analyses what happens on your website, Leadinfo identifies which companies are behind it. For B2B pipeline generation, Leadinfo is essential because it delivers concrete sales opportunities. Google Analytics remains valuable for traffic analysis and campaign optimisation. Use both for complete insight.
Does Leadinfo work without cookies?
Yes, Leadinfo is 100% cookieless. The platform identifies companies via IP-matching and business databases, not via cookies or device fingerprinting. That makes Leadinfo fully GDPR-compliant without requiring cookie consent. Only business data is processed, never personal data at individual level.
Can Leadinfo send data to Google Analytics?
Yes, via the native Google Analytics integration. Company data from Leadinfo is added as custom dimensions to your GA reports. This way, you see in Google Analytics not only how much traffic you have, but also which companies visit your site. This enriches your analyses with B2B context and makes your GA data more directly actionable.
What does Leadinfo cost compared to Google Analytics?
Google Analytics 4 is available free for the standard version. Leadinfo works on a monthly subscription basis, with pricing depending on your traffic volume and chosen features. You can test Leadinfo free for 14 days without a credit card. This way, you discover whether the investment outweighs the pipeline it generates.
