10 Lead Tracking and Management Tools to Try in 2023

Katie Holmes
23rd December 2022

Track leads across the entire customer journey and link marketing activities to revenue with lead tracking and management 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:

💡 Pro Tip

Ruler Analytics makes the process of lead tracking much easier. It tracks data on a visitor level, allowing you to successfully attribute leads and marketing-generated revenue across multiple campaigns, ads, keywords and more.

Track where your leads came from with Ruler Analytics

What are lead tracking and management tools?

Lead tracking and management tools allows support, sales and marketing teams to manage and track lead activity along the path to sale.

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

With the right lead tracking software, companies can seamlessly work together to drive more qualified leads, and more importantly, revenue.

Without lead tracking software, you’re flying blind. You can’t see which channels contribute the most qualified leads, and therefore, waste budget on the activities that fail to move the needle.

Why are lead tracking tools and software important? 

Most marketers will rely on Google Analytics to track leads and measure the effectiveness of their campaigns. 

Our data backs it up. We found that 90% of marketers consider Google Analytics their go-to tool for tracking marketing effectiveness

Honestly? We can’t blame them.

Google Analytics provides a ton of data and is useful for tracking website metrics and goals such as form completions. 

But, while Google Analytics can tell you a conversion or goal happened, it doesn’t provide any information about the identity or quality of your leads.

Related: Limitations of Google Analytics 

More often than not, marketers that are struggling to convert more sales aren’t short of leads. 

The problem is that they’re relying on tools like Google Analytics and optimising their performance based on lead volume instead of quality. 

As a result, leaving sales overwhelmed with mediocre prospects that take up all their time.

With lead tracking software, however, you’ll gain more intelligence into where and when your marketing efforts influenced a specific lead or sale.

You can identify what methods have been successfully generating high-quality leads and make smarter decisions about where to spend your time and budget.

Why are marketers struggling with lead tracking? 

The lack of lead tracking capabilities in Google Analytics isn’t the only thing holding back marketers. 

There are other blockers preventing teams from establishing a single view of leads. To find out, we asked marketers to list their top lead tracking challenges. Here’s what they said.


According to our research, respondents ranked “minimal understanding and skills (53%)”, “lack of tools and applications (50%)” and “cross channel journeys (44%)” as the top three lead tracking challenges.

Minimal understanding and skills

53% of marketers consider a lack of understanding and skills the main barrier to effective lead tracking, and honestly, we’re not surprised. 

To track leads from awareness to close involves moving data between applications and systems. 

This is to ensure that everyone has access to the same data and provides a single and unified view of your leads. But, the process of manually migrating data from one source to another isn’t as easy as it sounds.

It’s time-consuming and requires a specific set of skills that most businesses don’t have access to.

Minimal or no access to the right tools

Tracking leads is difficult, and without the right tools, this will remain a consistent challenge.

As we previously mentioned, most marketers are relying on traditional analytics tools to track and measure lead generation goals. 

The issue with most analytics tools is that the data is anonymised and aggregated. This is when information is compiled into data summaries. So, in other words, you’re not able to find a specific lead, where they came from, or what they did on your website.

While aggregated data can offer some insights, it’s somewhat unfair to group your individual leads, as each person is embarking on their own journey towards becoming a customer.

Luckily there are plenty of lead tracking tools below that can help you overcome this particular challenge. 

We’ll cover these lead tracking tools further down.

Customer journeys have become increasingly complex

Understanding the customer journey end to end is key to tracking leads.

Related: What is end to end marketing and how can you use it

But, if you’ve ever tried to track your leads throughout the entire customer journey, you’ll know how hard it is.

💡 Pro Tip

Do you find the process of tracking customer journeys a challenge? Learn how to track your customer touchpoints and gain key insights to improve the quality of your lead generation campaigns.

Users are constantly switching between channels and browsers, making it difficult for marketers to keep track of leads and their touchpoints.

The bad news is that the customer journey is expected to get longer as more channels emerge. 

However, the good news is that lead tracking tools exist to help manage even your most complex customer journeys.

How to choose the right lead tracking software

There are a few factors to take into consideration when evaluating lead management and tracking software to ensure that you make the right choice for your business.

With so many tools to choose from, how do you decide what’s best? There are a few factors you can take into consideration when evaluating lead tracking and management software

Affordable pricing and no hidden extras: The tool you choose to invest in must be affordable. It’s not uncommon for providers to charge for integrations, extra usage and additional accounts. So, look out for any extra costs as it can get expensive very fast.

Can integrate with other software: If you want to track your leads across the entire sales cycle, you’ll need to invest in a lead tracking solution that seamlessly integrates with your CRM and other reporting tools.

Offers offline tracking capabilities: Your digital marketing campaigns may drive actions away from the web, such as a telephone call or in-store visit. Combining your online data and offline leads in one tool will provide you with a complete view of your marketing efforts.

💡 Pro Tip

If phone calls are an integral part of your lead generation, then there’s a chance that you’re missing out on crucial information about your marketing performance. With tools like Ruler, you can connect online marketing spend with offline conversions and track which channels generate the most profitable outcomes.

How Ruler tracks offline conversion tracking

What are the best lead tracking tools for 2023?

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.

Data-driven attribution: Uses mathematical modelling to understand how different marketing activities collectively impact conversions and revenue.

💡 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 an all-in-one solution that helps you to convert more visitors into customers. Its website tracking features provide you with complete visibility into the type of customers visiting your website, as well as what content they’re engaging with.

Price: From £900/month.
Features: Marketing automation, marketing analytics, dynamic web forms, lead scoring, marketing segmentation and more.


ActiveConversion is a tool that allows industrial marketers to identify visitors to their website and automatically qualify and nurture leads. With ActiveConversion, you can follow the touchpoints visitors take on your website and better understand the quality of your leads. 

Price: From £395/month.
Features: Predictive analytics & scoring, campaign attribution, visitor tracking, account based marketing.


CallTrackingMetrics is best for marketers who want to understand how their marketing campaigns drive leads offline. It’s a call tracking solution that allows you to track exactly where your leads are coming from by correlating inbound phone calls, texts and forms back to the source that influenced the interaction.

Price: From $36/month
Features: Customer journey tracking, dynamic number insertion, automation, call recording, keyword spotting


With Demandbase, you can match your marketing data directly to your accounts and find out how engaged your leads are. Its primary use is to help sales and marketing departments manage ABM more efficiently and cohesively.

Price: Available upon request, but expect to pay ~$25,000 to $50,000/year.
Features: Account based analytics, attribution, predictive analytics, account data platform, data cloud and more.


HubSpot is a one-stop solution for marketing, sales, and service teams. Its lead tracking and management software has been designed specifically to make the sales and marketing process more efficient.

Price: Freemium and paid packages available.
Features: Revenue attribution reporting, marketing automation, marketing reporting, workflows and more.


Leadfeeder allows you to track what companies are visiting your website, even if those visitors never submitted a form or sent an email. It lets you see the specific pages that companies visited and what actions they took once they landed on your website.

Price: Freemium and paid packages available.
Features: Visitor tracking, automatic lead scoring, instant lead gen, automation to your CRM.

Lead Guerrilla

Lead Guerilla is a cloud-based marketing platform that provides lead tracking, such as website browsing history, form submissions, email opening and PDF downloads.

Price: Starting at $90/month.
Features: Lead activity tracking, website browsing history, PDF downloads, webchat interactions, multichannel campaigns and more.


Looker allows you to see lead interactions across all touchpoints to help you engage with all customers in a more personal and relevant way. You can also easily create data visualisations to help you understand your customers in a more interactive way than otherwise possible.

Price: Available upon request, but expect to pay $3,000+/month.
Features: Business intelligence, embedded analytics, data delivery, workflow integration, multi cloud data platform.


Use Whoisvisiting.com to turn unknown visitors into high-quality leads. Whosisvisiting.com reveals which businesses are looking at your products and services, and provide key contact information on employees.

Price: 14-day free trial. Starting at $49/month.
Features: Companies by channel report, companies by search term report, hit counter, company contact details, unique vs returning visitors.

What can you learn from lead tracking software?

Marketers that track their leads throughout the entire funnel can make informed decisions to improve lead quality and enhance sales productivity.

Here are more benefits that other marketers have recognised after implementing lead tracking software.

Data to improve lead generation techniques. With lead tracking software, you can reveal which lead generation techniques are having the best impact on your ROI and allocate your budget accordingly.

Produce data-driven strategies. Gathering insight into each lead can help you customise your buying cycle to result in a seamless sales process. Any information tracked from won and lost opportunities is invaluable when it comes to building future marketing and engagement strategies.

More visibility over user touchpoints. Tracking your leads across the entire customer journey will allow you to divide revenue equally across all of your marketing touchpoints.

💡 Pro Tip

Download the eBook and learn how to track your customer touchpoints, unlock valuable data across the entire buying cycle and gain key insights to make smarter budgetary decisions.

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.

lead-tracking-demo-banner www.ruleranalytics.com

This article was originally published on 27th October 2020 and was last updated on 16th December 2021.