Lead Tracking Software and Tools for 2021

lead tracking tools - www.ruleranalytics.com

If you’re not tracking your leads, then you have no insight into which area of marketing led to actual revenue. Rather than guessing which digital marketing activities are generating value, implement lead tracking software and start evidencing the effectiveness of your marketing campaigns.

Lead tracking software can help you organise, manage, and understand which marketing initiatives are driving the most quality and uncover insights to convert more of your leads into revenue.

Which all sounds great, but where do you find the perfect lead tracking software for you?

Right here, of course!

We’ve created a shortlist of the best lead tracking software and tools to help you identify your most effective marketing efforts so that you can make smarter budgetary decisions to generate higher quality leads.

For this article, we’ll discuss:

  • Traditional lead tracking in Google Analytics
  • How to choose the right lead tracking software
  • Best lead tracking tools for marketers
  • What you can learn from lead tracking software
Editor’s Note: Budgets are getting scrutinised, and marketers are under more pressure than ever to justify their investments. With the Closed-Loop Framework, you can easily connect revenue data with marketing activity to measure your ROI and demonstrate the effectiveness of your campaigns. Download the handbook to learn more.

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Traditional Lead Generation in Google Analytics

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

Which doesn’t come as a surprise, as Google Analytics provides tons of data, and is a valuable source of insight when it comes to analysing website traffic and user behaviour.

That said, simple lead tracking in Google Analytics alone isn’t enough.


Well, the answer is simple.

A goal in Google Analytics doesn’t guarantee revenue.

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

The problem is that marketers relying on tools like Google Analytics are optimising their performance based on the number of leads, rather than quality, leaving sales overwhelmed with mediocre leads that take up all their time.

However, by combining lead tracking software with your Google Analytics, you can make informed decisions to improve lead quality and scale the profitability of your marketing efforts.


How to choose the right lead tracking software

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

Affordability: The tool you choose to invest in must be affordable, and should also make sure that have the time, money, and expertise to build and maintain your leads long-term.

Integrations: You must decide whether you want a standalone or an integrated solution. If you need to track your leads across the entire sales cycle, then you will need to invest in lead tracking software that seamlessly integrates with your CRM and other reporting tools.

Online and offline capabilities: Having the ability to combine data from your online and offline leads in one dashboard will provide you with complete visibility into the performance of your marketing.


Best Lead Tracking Software for Marketers

61% of marketers say generating traffic, and leads is their top challenge.

If you want to join the 39% of marketers who are effectively generating leads and traffic for their businesses, then it’s time to make use of lead tracking software.

There are many solutions which you can use to help identify and measure your leads, but to make things easier for you, we’ve shortlisted our top recommendations for 2021.

Let’s dive in.


Ruler Analytics

Additional Note: Download the Closed-Loop Framework for more information on how Ruler Analytics connects CRM sales revenue with marketing activity data.

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

This populates the sales team’s system with conversion and marketing data, which helps them develop an understanding of each prospect before making contact. Whenever a lead is closed into a deal, the revenue amount is sent back into the Ruler Analytics dashboard and allocated to the touchpoints that influenced the sale. This allows marketing teams to optimise their marketing based on value and not just leads.

Ruler is an official Google Analytics partner, so you can see which online marketing channels generated offline sales revenue throughout your Google Analytics account. You can learn more about that here.

lead tracking software - Ruler Analytics - www.ruleranalytics.com

Price: From £99/month.
Best for: Data-driven teams who want to track leads across the entire customer journey and link marketing activities to revenue.



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.

lead tracking software - act on - www.ruleranalytics.com

Price: From £900/month.
Best for: Growing businesses who use inbound marketing to increase traffic and convert more leads in sales.



With Engagio, 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.

lead tracking software - engagio - www.ruleranalytics.com

Price: Available upon request, but expect to pay ~$25,000 to $50,000/year.
Best for: Companies using Account-Based Marketing.



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.

lead tracking software - hubspot - www.ruleranalytics.com

Price: Freemium and paid packages available.
Best for: Best for businesses that have a strong focus on inbound marketing.


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.

lead tracking software - lead guerrilla - www.ruleranalytics.com

Price: Starting at $90/month.
Best for: For small to midsize businesses and marketing agencies.



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.

lead tracking software - looker - www.ruleranalytics.com

Price: Available upon request, but expect to pay $3,000+/month.
Best for: Teams who want access to powerful data visualisations.



With Oktopost, you can track leads back to the original social media post they saw and engaged with, and get data on how your campaigns are performing as a whole.

lead tracking software - oktopost - www.ruleranalytics.com

Price: Available upon request.
Best for: B2B companies invested in social media.



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.

lead tracking software - whoisvisting.com - www.ruleranalytics.com

Price: 14-day free trial. Starting at $49/month.
Best for: Sales prospecting and marketing teams who want more insight into their target audience.


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 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.

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


Final Thoughts

When you implement lead tracking software, you can unlock powerful data across the entire sales cycle, and more importantly, evidence the effectiveness of your marketing campaigns based on actual revenue, and not just the number of leads you’ve generated in Google Analytics.

Have we missed out any lead tracking tools? Let us know your thoughts by getting in touch below.

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Written by

Digital Marketing Manager at Ruler Analytics with a background in SEO, analytics, content marketing and paid social. I help people (like me) close the loop between marketing-generated leads and revenue.