Best Lead Management and Tracking Software for 2022

Katie Holmes
Date Posted:
14th May 2021

If you’re not tracking your leads, how do you know where to invest your budget? Rather than guessing which digital marketing activities are generating value, implement lead management and tracking software to evidence the true impact of your marketing campaigns.

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

This sounds perfect, but where do you find the right lead management and 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:


Are you struggling to drive high-quality leads for your business? You’re not alone. Get your complete guide on lead tracking and gain a single view of your lead generation activity, from the initial awareness to the point of acquisition.

Download the lead generation and tracking guide

What is lead tracking and management software?

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

Traditional lead generation in Google Analytics

Typically, marketers will rely on Google Analytics to track leads and measure the effectiveness of their campaigns. This doesn’t come as a surprise, as Google Analytics provides a ton 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, a lead 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 lead volume, rather than lead quality, leaving sales overwhelmed with mediocre contacts 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 management and 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.


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. Fortunately, we have a guide on how to connect offline sales with online conversions, which can help you track which channels generate the most profitable outcomes.

Download the guide on offline conversion tracking

Best lead management and tracking software for marketers in 2021

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

Let’s dive in.

Ruler Analytics

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 CRM revenue throughout your Google Analytics account.

lead tracking software - Ruler Analytics -

Price: From £199/month.
Best for: Data-driven teams who want to track leads across the entire customer journey and link marketing activities to revenue.


Want to know more? See first-hand how Ruler can track your entire customer journeys and attribute revenue to your marketing leads.

Download the guide on how Ruler Analytics works


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 -

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 -

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 -

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 -

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 -

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 -

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

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

lead tracking software - -

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 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.

Identify 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.

Need help finding the right lead tracking solution for your business?

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.

Book a demo Ruler Analytics

This article was originally published on 27th October 2020 and was last updated on 14th May 2021.