Can I just use Google Analytics?
Salespeople and marketing teams often rely on the volume of data provided by Google Analytics to understand their website performance and traffic. However, as solid as its features are, Google’s platform doesn’t provide the level of identification that web visitor tracking can offer.
If you can, combine your Google Analytics and web visitor tracking tool data. Using a dedicated web integration to track visitors reveals information about the people visiting your website that isn’t readily available using Google Analytics alone.
So, while Google’s analytics has a free plan, it has some limitations when it comes to generating more sales.
The data sampling technique that the free version of Google Analytics uses to quickly generate certain reports may distort your results
Despite filtering options, Google’s platform isn’t perfect when it comes to detecting and blocking the bots and spam traffic that can skew your analytics
Because Google Analytics doesn’t provide automatic identification, you’ll need a third-party service or add-on to find out which specific companies are visiting your site
Unless your website visitor has a dedicated corporate IP address, drilling down into the visitor identification features on your Google Analytics dashboard will show only the name of the host or provider they’re using to access the internet.
And that’s not very helpful when your aim is to identify, qualify and get in touch with new prospects.
Having a minimum number of qualified sales prospects isn’t just a determining factor of sales team success, a lack of qualified opportunities equates to a lack of sales.
Fortunately, you can use a tool like Pipedrive’s Web Visitors in conjunction with Google Analytics to supplement your acquisition, demographic and conversion data and achieve complete marketing and sales functionality.
Web Visitors takes the information provided by Google Analytics and analyzes it against a database of corporate IP addresses to identify the actual companies exploring your website.
Combine web visitor tracking with Google Analytics to generate more sales
Using web visitor tracking and Google Analytics together is one of the best ways to take your existing marketing and sales strategies to the next level.
For example, you can take advantage of their combined force in your marketing applications to:
Create more precise customer personas and buying journey maps
Support and refine your SEO and content strategy and develop and track more robust social media and sales campaigns
Promote warmer sales lead generation
Once your marketing efforts are attracting the right prospects to your website, you can then take concrete steps to get them into your pipeline by:
Identifying and creating them as new organizations in your CRM
Tracking their evolving interest by monitoring their website visits and session recordings
Following up at the right time by reaching out to decision-makers with a personalized sales message
Our State of Sales 2020-2021 Report shows that, despite the clear correlation between lead generation technology and sales success, only 63% of survey respondents are using technology or automation tools to source leads. This is up 12% from last year, partly due to the fact that much of the salesforce is working from home due to COVID-19.
Pipedrive can help you get the most from your analytics data by providing the technology to identify potential customers visiting your website and the opportunity to convert more leads into buyers while remaining data compliant.