Google Analytics gives you access to lots of information. You can see how many people visited your website, what they looked at, where they are located and even what browser they were using when they accessed your site.
Wouldn’t it be great if you could also see which company they work for?
You might be surprised to learn that you can.
This is already a Google Analytics feature, you just have to know where to look.
It’s a practice known as IP fingerprinting and it can help to bring laser focus to your marketing efforts.
What is IP fingerprinting?
IP fingerprinting is a method of finding out who has visited your website by looking at the clues they leave behind. Every computer that accesses the internet does so with an IP address. In larger organisations, this IP address will be linked to the company network. This allows website owners to see which companies are accessing their website, how they found them and what pages they are looking at. In other words, solid gold leads for your sales team.
How does this help generate leads?
IP fingerprinting is perfect for B2B companies. It can help to generate new leads and give you the insight needed to close sales. Imagine a company is looking at the services on your website but never gets in touch. Through IP fingerprinting, you can then identify which companies are interested in you and which services they are looking for. It’s like saving abandoned shopping carts but for B2B leads.
If you are investing in SEO or PPC, this can help to boost your ROI. You have the opportunity to reach out to companies that left your website without taking action. In turn, this could lead to more sales and a higher ROI. Your sales team might learn about whole new industries that are interested in your services as a result.
Do I need software for this?
One of the simplest ways you can try IP fingerprinting is to sign up to a service such as IP Fingerprint. This adds extra value to the information gathered from your website by identifying the decision makers within the company. Once you have a list of warm leads, your sales team can get to work.
Alternatively, you can find this information in your Google Analytics. Simply click on Audience, then Technology, then Network. This will give you a list of networks used to access your website. You will then need to identify the company networks.
While it is possible to extract the information from your Google Analytics, it’s far easier to use a service such as IP Fingerprint. When you are manually extracting the information from your site, you may skip over some networks because it isn’t immediately obvious that they are linked to a company. With IP Fingerprint and similar services, there will be far fewer missed leads.
Is this GDPR compliant?
This kind of website forensics naturally leads people to panic about falling foul of GDRP rules, but you needn’t worry. While IP addresses can be considered representative of personal data (when combined with other information), this kind of lead tracking service is collecting information about business entities, not individuals. It isn’t possible to identify which individual on a business network is accessing your website, and GDPR is concerned with individuals, not businesses. You can read more about this issue here.