Google Analytics Integration

Access valuable Leadinfo data about your website visitors in Google Analytics. You can easily set up the integration within Leadinfo. Once you have connected Leadinfo to Google Analytics, the sessions of your website visitors will automatically be enriched with Leadinfo data.

In this article, we will cover:

• The benefits of the Google Analytics integration
• What data is sent over to GA4
• How to set up the integration
• How do I check if the integration is working?
• Important information about the Google Analytics integration

The benefits of the Google Analytics integration

The Google Analytics integration enhances your Google Analytics statistics with Leadinfo data. This offers the following benefits:

• Generate detailed Google Analytics reports with business characteristics of your website visitors, such as their industry, company size, and location.
• Measure and optimize the effectiveness of your marketing efforts. For example, you can see which companies generate the most conversions and which marketing channels work best for specific target audiences.
• Gain valuable insights about the quality and value of your website traffic.
• Create specific target audiences based on business characteristics, such as revenue and number of employees. This allows you to run targeted marketing campaigns and display relevant ads to specific target groups.

What company data is sent over?

All information within the field mapping can be sent to Google Analytics, such as:

• Company Name
• Postal Code
• City
• Country
• Founding Year
• Number of Employees
• Revenue
• National Industry Code
• International Industry Code (SIC)
• Legal Entity
• General Phone Number
• General Email Address
• Social Media URLs
• Total Pages Visited
• Total Duration of Visit
• Labels

And a lot more!

How to connect Google Analytics to Leadinfo

Step 1: Log in to the Leadinfo portal and go to settings.

Step 2: Select "Google Analytics" under integrations.

Step 3: Click on "Sign in with Google".

Step 4: Log in with your Google account and grant Leadinfo permission to access your Google Analytics environment.

Step 5: Select the Leadinfo tracking code you want to associate with a Google Analytics property from the overview.

Step 6: In the details screen, select the Google Analytics account and the specific Google Analytics property you want to connect with the Leadinfo tracking code.

Step 7: Create a matching custom dimension in Google Analytics. Before a field can be mapped, it needs to exist as a custom dimension in GA4. In Google Analytics, go to Admin > Custom definitions > Create custom dimensions. Set the scope to "User" and give it a matching name (for example, "Number of employees"). Repeat this for every Leadinfo field you want to send over, then return to Leadinfo. It can take a few minutes for a new custom dimension to appear as an option - refresh the field mapping screen if you don't see it right away.

Step 8: Choose which dimensions you want to forward to your Google Analytics environment. You'll only be able to select fields that already exist as a custom dimension in Google Analytics. Save your changes once the fields have been mapped.

From now on, the sessions of your business website visitors will be automatically enriched with Leadinfo data - this only applies to visits from this point onward and can't be backfilled for past sessions. Every time we enrich a session, we push an event called 'leadinfo_enrich', which you can use to confirm data is being sent. It may take up to 24 hours for a session to be visible with its full data in Google Analytics reports.

How do I check if the integration is working?

If you are unable to see data coming in to your Google Analytics account from Leadinfo, you can check the steps below:

1. Is the connection and mapping complete? In Leadinfo, go to Settings > Google Analytics and confirm your tracking code is linked to the correct property, and that at least one field is mapped. No fields mapped means no data sent.
2. Does the custom dimension exist in Google Analytics? Each mapped field needs a matching custom dimension already created in GA4, scoped as "User" (see Step 7 above). If Leadinfo can't find a match, that field won't send.
3. Is data actually being sent? In Google Analytics, go to Reports > Engagement > Events and look for leadinfo_enrich. If it's showing activity in the last few days, Leadinfo is sending data successfully - if you're still not seeing what you expect, the issue is how the data is being viewed or filtered in GA4, not the connection (see "How to use Leadinfo data in Google Analytics (GA4)"). If the event isn't there at all, go back to steps 1 and 2.
4. Give it time. New mappings only enrich visits from that point forward, and it can take up to 24 hours for a session's data to fully appear in reports.

Important information about the Google Analytics integration

Here are some key points to know about the Google Analytics integration:

• You need to create each custom dimension yourself in Google Analytics before it can be mapped in Leadinfo (see Step 7 above).
• After unlinking a Google Analytics property, audience segments in Google Analytics that are (partly) based on Leadinfo's custom dimensions will not be removed.
• There is a limit of 36 characters for the value of a custom dimension. Values longer than 36 characters will be truncated after the limit.
• When unlinking the Google Analytics integration, all remaining links between Google Analytics properties and Leadinfo tracking codes will also be removed.