GA4 is no longer enough for B2B marketers. They need Google Analytics alternatives. Learn how marketing agencies can enrich GA4 data, identify anonymous visitors, and convert traffic into leads with tools like LeadPost.
Marketers Are Missing the Full Picture
Marketing agencies have more tools than ever, but many are still navigating in the dark.
Google Analytics 4 (GA4) has become the default platform for tracking website performance. It’s powerful, yes—but it’s also inherently limited. In any complex buying journey—whether you’re selling software, a car, or a new roof—it’s not enough to track sessions or bounce rates. You need to know who’s actually engaging, what they care about, and where they are in the decision process.
If you’re only using GA4 to understand your website traffic, you’re likely missing the most important data of all: who is visiting your site and what they’re doing before they raise their hand.
It’s time to fix the insight gap with a Google Analytics alternative that enhances your data.
The Problem with Relying on GA4 Alone
GA4 is great at tracking what users do, but not who they are.
It offers event-based analytics, clean dashboards, and basic audience segmentation. But if you’re a marketing agency trying to deliver qualified leads, drive conversions, or prove ROI to B2B clients, you already know the pain:
- GA4 doesn’t show company or contact-level data.
- Most visitors remain anonymous.
- You can’t personalize follow-ups or campaigns based on GA4 metrics alone.
With GA4, marketers are stuck with aggregate behavioral data. That’s fine for measuring click-throughs. But when you’re trying to drive pipeline and revenue, behavioral data without identity isn’t actionable. This is where marketers need a Google Analytics alternative.
GA4 vs Enriched Visitor Data: What’s the Difference?
Here’s a clear comparison between GA4 and enriched analytics platforms like LeadPost:
|
Capability |
Google Analytics 4 |
LeadPost |
|
Tracks website activity |
✅ |
✅ |
|
Measures sessions, events, time on site |
✅ |
✅ |
|
Identifies anonymous visitors |
❌ |
✅ |
|
Matches visitors to companies, names, emails |
❌ |
✅ |
|
Provides contact-level data for retargeting |
❌ |
✅ |
|
Pushes leads into CRM or marketing automation |
❌ |
✅ |
|
Enhances data with demographics, firmographics |
❌ |
✅ |
|
Supports direct mail and multichannel retargeting |
❌ |
✅ |
GA4 can tell you what pages are popular. LeadPost tells you who looked at them, where they work, and how to reach them.
That’s the difference between reporting and results.
Why This Matters for Marketing Agencies
Marketing agencies are under pressure to do more with less—fewer impressions, faster results, tighter attribution.
If your team is managing paid media, SEO, or website optimization for clients, you’re likely hearing these questions every month:
- “Which leads came from the website?”
- “Which channels are producing real customers?”
- “Are we attracting the right audience?”
GA4 can’t answer those questions on its own.
With LeadPost, you’re not just showing performance metrics. You’re identifying which companies and contacts are engaging, whether or not they convert today. That means you can:
- Build ABM lists from site traffic
- Score leads based on real behavior
- Trigger nurture campaigns for anonymous return visitors
- Prove ROI with data your clients can act on
Enrich GA4 Data with Identity Resolution
Think of LeadPost as the missing half of your analytics stack. It works alongside GA4—not instead of it—by enriching visitor data you’re already collecting.
Here’s how it works:
- Install a Lightweight Script – Add a LeadPost tag to your site.
- Capture Visitors in Real Time – LeadPost identifies anonymous visitors using deterministic matching.
- Enrich with Contact + Firmographic Data – Get names, emails, job titles, industries, and more.
- Route Data to Your CRM or Email Tool – Push enriched leads into HubSpot, Salesforce, and other integrations.
- Automate Follow-Up – Use workflows to trigger personalized emails, ads, or direct mail based on visit behavior.
No cookies. No guesswork. Just real, verified contact data tied to real website behavior.
Use Case: Turning Traffic into Targeted Outreach
Imagine this scenario:
Your agency is running a paid campaign for a B2B SaaS client targeting HR decision-makers. The client’s GA4 reports show strong page traffic and time on site, but form submissions are low.
With LeadPost, you discover:
- 53% of traffic is from mid-sized companies in your ICP
- 17 key contacts viewed pricing pages but didn’t convert
- You can identify and export those contacts with job titles, email addresses, and visit timestamps
Now you can:
- Trigger an outbound email sequence tailored to HR teams
- Add those companies to a direct mail nurture flow
- Refine your ad targeting based on high-fit firmographics
All from traffic that would’ve remained invisible in GA4.
The Industry Shift: Why Enriched Data Is the Future
The shift away from anonymous analytics is happening across the industry:
- According to Forrester, 75% of marketers report that buyers are taking longer to commit—often staying anonymous deeper into the journey.
- Gartner reports that B2B buying teams engage with an average of 6-10 decision-makers—most of whom never fill out a form.
If your data strategy is still reliant on anonymous traffic metrics and cookie-based tracking, you’re flying blind in an increasingly privacy-first world. Marketers need a better Google Analytics alternative.
Is It Time to Go Beyond the Metrics?
If you’re only using Google Analytics to guide your campaigns, you’re operating with half the data. Today’s most successful agencies are supplementing GA4 with tools that offer identity resolution, contact enrichment, and behavioral intelligence.
This isn’t about abandoning GA4. It’s about giving your team and your clients the full view of what’s happening and who’s behind it.
The B2B buyer journey starts long before a form fill. You need tools that can meet visitors upstream and turn anonymous interest into real opportunity.
The Bottom Line: Go from Data to Deals
GA4 is powerful, but it only gets you so far. For marketing agencies looking to drive revenue, build smarter funnels, and deliver true attribution, enriched data is no longer optional.
With LeadPost, you can:
- Identify up to 40% of anonymous website traffic
- Enrich leads with verified contact and firmographic data
- Trigger personalized outreach across email, direct mail, and ads
- Prove ROI by tying visits to real revenue opportunities
You don’t need to replace your analytics tools. You need to enhance them.
Ready to Turn Traffic Into Leads?
LeadPost helps you enrich GA4 data and bridge the insight gap.
✅ Start free with up to 100 leads per month
✅ No credit card required
✅ Easy setup, no dev team needed