8 Must-Have Lead Tracking Tools and Software for 2024

Katie Holmes
20th December 2023

From the first click to conversion. Track every touchpoint and see how marketing drives leads and converts them into revenue with these lead tracking tools.

Lead tracking tools can help you better organise and maintain your leads. 

Even better, they can help you understand which marketing tactics are driving the most qualified leads and uncover insights to convert more of your leads into revenue. 

Lead tracking tools are a must-have for any company that wants to make the most of its marketing efforts. But choosing the right solution can get a little tricky as they all provide different benefits, features and varying price ranges.

To help you decide, we’ve put together a list of lead tracking tools to help marketers of all shapes and sizes.

For this article, we’ll discuss:

💡 Stop guessing which marketing efforts drive the best leads

Imagine knowing exactly which ads, campaigns, and keywords drive the most valuable leads. Well, Ruler makes it your reality. By tracking visitor-level data, Ruler tracks how visitors and leads interact with your brand across different channels like email, social media, and paid ads, allowing you to uncover a hidden map of your customer journey.

👉 Skip straight to a demo here

What are lead tracking tools?

Lead tracking tools essentially shed light on every step potential customers take from initial contact to becoming paying clients.

They provide valuable insights into the behaviour, preferences, and interactions of leads across various touchpoints, including website visits, ad clicks, email interactions, social media engagements, and more.

Related: What is lead tracking and 11 tips to get started

Lead tracking tools are a must-have because they: 

Why are marketers struggling with lead tracking? 

Marketers today are facing major roadblocks when it comes to tracking down leads, and these are the main culprits:

The death of third-party cookies. Cookies were once a key tool for marketers to track online behaviour. But browsers are now ditching them to protect privacy. This has made things a lot harder for marketers to track touchpoints across different channels and platforms.

Related: How to prepare for the death of third-party cookies

Minimal or no access to the right tools. It takes certain tools to track leads effectively, and many marketers are relying on Google Analytics to do the job. The issue with Google Analytics is that the data is anonymised and aggregated. You’re not able to find a specific lead, where they came from, or what they did on your website. 

💡 Pro Tip

To truly track leads, you need a tool that tracks the touchpoint of every anonymous visitor and connects with your CRM to link anonymous website visitors, qualified leads, and closed deals. And Ruler can do just that. Here’s how Ruler tracks every step of your lead and customer journeys 👇

Track where your leads came from with Ruler Analytics

Customer journeys are getting longer and more complex. Prospective leads interact with brands across a multitude of platforms, devices, and channels, resulting in a complex web of touchpoints that can be challenging to track and analyse. Traditional analytics tools fall short of capturing the nuanced dynamics of these extended customer journeys, leaving marketers struggling to allocate credit to the most influential touchpoints.

What to look for in lead tracking tools?

There are a few factors to consider before landing on a lead tracking tool to ensure that you make the right choice. These include: 

Transparent pricing with no hidden extras. Beyond the initial cost, be wary of hidden fees that could inflate expenses down the line. Look for transparent pricing models that clearly outline the features included in each package.

Considers online and offline leads. In today’s omnichannel landscape, leads can originate from a myriad of sources—online and offline. Your lead tracking tool should gather data from various channels, including website form submissions, phone calls, and in-person events.

Integrates with other tools. Ideally, your tool should not operate in isolation but seamlessly integrate with other essential platforms within your business. By integrating with your CRM tool, marketing automation platforms, and other relevant software, your lead tracking tool can provide a complete view of the full lead cycle.

What is the best software to track leads?

Lead tracking tools offer several benefits that can improve the quality of your marketing. From understanding how visitors interact with your marketing campaigns to tracking leads through their full customer journey. 

There are many tools which you can use to help identify and track your leads, and we’re going to explore a few favourites right here.

Ruler Analytics

You didn’t expect us to write a blog on lead tracking tools and not talk about Ruler Analytics, right? If you haven’t heard of Ruler, you will quickly see why it’s the perfect tool for lead tracking. We might sound biased, but hear us out.

Ruler is a marketing attribution tool that allows you to connect leads directly to revenue. It identifies your website users and tracks their unique journey over multiple touchpoints. 

Related: How to view full customer journeys in Ruler

Once an anonymous visitor converts into a lead, Ruler matches the user’s details to their marketing touchpoints and sends all this data to your CRM.

Naturally, leads will move through the pipeline over several days, weeks or even months. 

Ruler will continue to feed pipeline data into its reporting, so your marketing team can keep track of leads and determine whether they’re or not they’re adding enough quality to the later stages of the funnel. 

When a lead is won, the revenue amount is sent back to the Ruler. It’s allocated to the touchpoints that influenced the sale or deal, allowing you to optimise your marketing based on value and not just leads.

Related: How Ruler attributes revenue to your marketing leads

Ruler can integrate with almost any marketing tool. This means you can view marketing source, phone calls and revenue data in the tools you use every day, including Google Ads and Analytics.

Pricing for Ruler starts at £199 a month and it has various plans to suit your specific needs. You can save 20% by paying annually and there are special rates for agency partners.

Ruler offers several features that can seamlessly track your leads and help you better understand your marketing ROI.

💡 Pro Tip

One advantage Ruler has over other lead tracking tools is that it uses marketing mix modelling. Unlike traditional multi-touch attribution that uses click path data, marketing mix modelling attempts to track invisible touchpoints such as views and impressions. This provides you with a clearer picture of your marketing wins and allows you to optimise your campaigns for revenue generation.

Learn more about Ruler’s marketing mix modelling


Act-On is a robust marketing automation platform that excels in lead nurturing. Its user-friendly interface and automation capabilities make it a top choice for businesses looking to streamline their marketing efforts. 

With Act-On, you can create personalised campaigns, analyse customer behaviour, and track leads throughout the entire sales funnel.

Pricing starts at $2,500 per month and includes up to 2,500 active contacts, 3 marketing users, 50 sales users, and 30,000 API calls per day. This is a good option for small businesses starting with marketing automation.


ActiveConversion focuses on integrating marketing and sales efforts. This tool provides in-depth analytics, allowing businesses to understand how leads interact with their content. 

With features like lead scoring and automated workflows, ActiveConversion empowers teams to prioritise leads effectively and increase conversion rates.

ActiveConversion’s pricing starts at $395 per month, but the exact cost can vary depending on the specific features and services you need. They offer a tiered pricing model with different plans catering to different business needs and budgets.


For businesses heavily reliant on call interactions, CallTrackingMetrics is a game-changer. It provides detailed insights into phone leads, attributing them to specific marketing efforts. 

This tool is particularly valuable for companies running call-centric campaigns, helping them optimise their strategies and improve the overall customer experience.

Pricing for CallTrackingMetrics starts at $36 per month for the annual Starter plan. This includes the base subscription fee, but keep in mind that additional usage costs, such as tracking numbers and call minutes, will be added to your total bill.

Google Analytics

A household name in web analytics, Google Analytics provides a comprehensive overview of website performance. While primarily focused on general website data, it allows you to track specific actions like form submissions, downloads, and thank you page visits as “conversions.” This lets you get a snapshot of how many leads you’re generating and which pages might be driving them. 

However, remember that Google Analytics anonymises and aggregates data, meaning identifying individual leads and directly linking them to revenue is difficult and, in most cases, impossible.

Google Analytics is free to all users. Marketers who need more advanced conversion and attribution features can purchase a Google Analytics 360 subscription.


HubSpot Analytics seamlessly integrates your CRM with marketing insights, enabling you to recognise various touchpoints throughout the customer journey. Through its attribution analysis, you can pinpoint the channels driving revenue growth and enhance your marketing strategies. 

However, there is a catch. This tool is exclusive to HubSpot users and is available only through the Enterprise package.


Leadfeeder specialises in website visitor tracking. By identifying companies that visit your website, Leadfeeder helps you uncover potential leads and understand their interests. This tool is particularly useful for B2B businesses aiming to target companies actively researching their products or services.

The pricing for Leadfeeder is straightforward. Leadfeeder offers two price packages: Free and paid. The paid package starts at €139 but comes with a free trial, so you can test it before you buy.


Whois is a website visitor tracking tool that identifies companies visiting your site. 

By providing information on the pages they view and their interaction, it helps businesses turn anonymous website traffic into actionable leads. This tool is particularly beneficial for B2B companies aiming to uncover potential clients.

Whois pricing is based on the number of unique website visitors you have per month. They offer a variety of plans to suit different needs, starting at $69 per month for up to 1,000 unique visitors.

Have you found the right lead tracking tool for your business?

When you implement lead tracking software, you can unlock powerful data across the entire customer journey. 

You can go beyond simple lead generation goals and evidence the impact of your marketing based on actual revenue.

Don’t forget, Ruler makes the process of tracking your leads easy.

It takes out the legwork by seamlessly attributing revenue to your marketing leads across multiple channels and touchpoints.

Want more information about Ruler? Download the guide on how Ruler works or book a demo and see it in action for yourself.