What Google Analytics does and doesn’t show
Google Analytics is a powerful tool for measuring website traffic. You see in real-time how many users are on your site, which pages they visit and how long they stay. GA4 also offers demographic insights like age, gender and interests, but only at an aggregated level.
What Google Analytics doesn’t do: link specific company names to your visitors. You see that a visitor from London has viewed three pages. But you don’t know whether this is a potential customer from your ICP or a random browser.
For B2B marketers, this represents a blind spot. You invest in SEO, advertising and content — but you don’t know which companies are actually responding. 98% of your traffic remains anonymous.
This is where company identification tools like Leadinfo make the difference.
Why company identification is so valuable for B2B
When you know which companies visit your website, you gain direct insights that accelerate your conversion and sales. You don’t just see that a visitor viewed your pricing page — you see that it’s a mid-sized software company from your ICP that has returned three times already.
This creates actionable perspective:
Real-time ICP recognition: you know immediately whether a visitor fits your ideal customer profile. Prioritise companies with the highest fit and buying intent.
Targeted follow-up: marketing and sales can take immediate action. A returning visitor viewing product pages? That’s a warm lead.
Pipeline acceleration: identify companies showing interest before they fill in a form. That gives you an advantage over competitors.
Better attribution: combine Google Analytics data with company identification to see which channels attract ICP accounts.
Converting website visitors into customers in 5 steps shows how to turn this insight into conversion.
How Leadinfo works: from IP to company name
Leadinfo identifies companies without cookies or personal data. It works at network level, matching IP addresses with an extensive European company database of ±220 million profiles.
Here’s how it works:
Cookieless identification: Leadinfo analyses network metadata such as IP ranges and ASN information. This happens fully automatically without affecting the user experience.
Real-time enrichment: once a company is recognised, Leadinfo enriches the profile with sector, size, location and — where available — technology stack and LinkedIn data.
Highest identification rate in Europe: with 35—40% identification, Leadinfo delivers the best coverage for B2B traffic in the EU.
100% GDPR-proof: Leadinfo processes only business data, no personal data. That means: no cookies, no fingerprinting, no privacy risk. The tool operates under Article 6(1)(f) GDPR (legitimate interest) and requires no explicit consent.
All data is hosted in the EU (Ireland and Frankfurt). No US data transfers, no Schrems II risk.
Integrating Leadinfo with Google Analytics
Leadinfo works seamlessly with Google Analytics via a native integration. You combine quantitative traffic data from GA4 with qualitative company insights from Leadinfo.
What the integration delivers:
Identified companies in GA4: see which companies are behind your Google Analytics sessions. Leadinfo sends company names, sectors and other characteristics as custom dimensions to GA4.
Improved segmentation: filter your GA4 reports based on company characteristics such as industry, size or region. This shows you which segments demonstrate the most engagement.
Combined attribution: analyse which marketing channels attract the most relevant companies — not just the most sessions.
Quick setup: the integration is active within 10 minutes. You install the Leadinfo tag, connect your GA4 property and configure which company data you want to send through.
The result: a complete picture of your website traffic, from statistics to concrete company names.
Practical example: from anonymous traffic to concrete leads
Imagine: a mid-sized software company visits your website. In Google Analytics you see:
- 1 session
- 4 page views
- 2:34 minutes session duration
- Traffic source: organic (Google)
With Leadinfo you additionally see:
- Company name: TechCorp Ltd
- Sector: SaaS
- Size: 50—100 employees
- Location: London
- Pages visited: Homepage → Integrations → Pricing → Blog
- Buying intent: High (pricing page + returning visitor)
What you can do now:
Immediate action: send a Slack alert to sales. TechCorp fits your ICP and shows active interest.
CRM enrichment: automatically add TechCorp to HubSpot or Salesforce with all known company data.
Targeted follow-up: approach TechCorp with a relevant offer, based on the pages they visited.
Cookieless retargeting: add TechCorp to a LinkedIn Matched Audience or Google Customer Match list for cookieless retargeting.
This is what Google Analytics alone cannot do: from statistics to actionable company insights.
Privacy and compliance: fully GDPR-compliant
Company identification raises privacy questions. Rightly so — but Leadinfo is deliberately designed as a privacy-first platform.
Only business data, never personal data: Leadinfo identifies companies, not individuals. You see that TechCorp visited your website, but not which employee. This falls outside the definition of “personal data” according to GDPR.
Legitimate interest (Article 6(1)(f) GDPR): Leadinfo operates under the legal basis “legitimate interest”. For B2B lead generation, this is a recognised and lawful basis — provided you’re transparent.
Cookieless and without fingerprinting: Leadinfo uses no cookies, no device fingerprinting, no cross-site tracking. That means: no cookie banner required, no consent needed.
EU-only hosting: all data is processed and stored in European data centres (Ireland and Frankfurt). No US transfers, fully Schrems II compliant.
ISO 27001:2022 certified: Leadinfo undergoes annual audits by LRQA to guarantee the highest information security standards.
Key benefits at a glance
Visibility where it matters: Google Analytics shows how much traffic you get. Leadinfo shows which companies those are — and whether they fit your ICP.
Seamless integration: connect Leadinfo to Google Analytics, HubSpot, Salesforce, Slack and 70+ other tools. Everything works together in one workflow.
Full compliance: 100% GDPR-compliant, cookieless, EU-only hosting, ISO 27001 certified. No privacy risk, no legal obstacles.
Immediately actionable: identify companies, enrich your CRM, trigger sales alerts and start cookieless retargeting — all automated.
Leadinfo transforms anonymous website traffic into concrete pipeline. That’s what Google Analytics cannot do — but what every B2B organisation needs.
Want to know more about pricing? View our pricing. Always transparent, no hidden costs.
Frequently asked questions
Can I see which companies visit my website with Google Analytics?
No. Google Analytics shows statistics such as sessions, page views and demographic data, but no company names. GA4 doesn’t recognise individuals and certainly doesn’t identify companies. For that you need a tool like Leadinfo, which identifies companies cookielessly and GDPR-compliantly based on IP data.
Is identifying website visitors GDPR-compliant?
Yes, provided you only process business data and no personal data. Leadinfo identifies companies (not individuals), works entirely cookielessly and falls under Article 6(1)(f) GDPR — legitimate interest. All data is hosted in the EU. Companies can opt out at any time.
How does the integration between Leadinfo and Google Analytics work?
Leadinfo integrates via a native connector with GA4. Identified companies are sent as custom dimensions to Google Analytics, so you see them directly in your reports. The setup takes less than 10 minutes: install the Leadinfo tag, connect your GA4 property and configure which company data you want to send through.
How many of my website visitors can Leadinfo identify?
On average 35—40% of your B2B traffic — the highest identification rate in Europe. The percentage depends on your traffic sources and target audience. Companies with a dedicated IP range are recognised faster than visitors via public networks or VPN.
