6 Best Website Visitor Tracking Software for Lead Generation

Read our comprehensive guide on the six best website visitor tracking software for identifying your site visitors and turning them into leads.

Website visitor tracking software are online tools that help B2B salespeople and marketers identify companies that come to their website. The top visitor tracking tools identify anonymous site visitors, reveal their demographics and web activity, and score and rank them based on these factors. To help you choose the right software for you, we’ve scored the six best tools and highlighted their use cases, pricing, lead generation features, and more.

Here are the six best website visitor tracking software for salespeople:

  • Leadfeeder: Best visitor tracking software for pricing and features (free starting price)
  • HubSpot CRM: Best free website visitor tracking software (free starting price)
  • ZoomInfo: Best tracking software for qualifying website visitors (14-day free trial)
  • Leadinfo: Best website visitor tracking software for ease of use (14-day free trial)
  • Pipedrive: Best website visitor tracking tool and CRM in one (14-day free trial)
  • Leady: Best for identifying anonymous individuals on your site (14-day free trial)

How We Evaluated the Best Website Visitor Tracking Software

To figure out the leading website visitor tracking tools in the space, we first divided our scoring criteria into six overarching categories, each consisting of its own weighted subcriteria. Next, we scored each tool out of five total points for each category, and then summed them up to arrive at a total score for each software. The software with the highest overall score was the winner, but each tool has its own specific use case that makes it the best option for certain users.

Evaluation Criteria

We first looked into the costs and core visitor tracking features for each tool, knowing that these were the most important factors to consider. Next, we examined their ease of use, integration capabilities, and customer support. Lastly, at the end of our extensive research, we assigned each tool a score based on our expert knowledge of the marketplace.

Cost:
25%
Core Features:
25%
Ease of Use:
15%
Integrations:
15%
Customer Support:
10%
Expert Score:
10%

Note: All per-user prices are with a one-year commitment unless noted.

Even though some software platforms dominated one category or another, we found that Leadfeeder is overall the most valuable website visitor tracking software for those trying to identify web visitors for purposes of lead generation. Continue reading to learn about each tool’s use cases, pricing, and core features.

Leadfeeder: Best Overall Visitor Tracking Tool

Leadfeeder is a B2B website visitor tracking tool that offers robust features at an affordable price.

Price Range: Free to $79 per month (14-day free trial)

Overall Rating star-fullstar-fullstar-fullstar-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-fullstar-fullstar-full Customer Support star-fullstar-fullstar-fullstar-fullstar-full Expert Score star-fullstar-fullstar-fullstar-full

Pros:

  • Unlimited users on all plans
  • Integrates with common CRMs
  • Extremely easy to use

Cons:

  • No phone option for support
  • Free version is limited
  • Lead intent can be inaccurate

Leadfeeder is a B2B website visitor tracking tool that identifies the names of companies visiting your site, tracks their page views and other behavior, and scores them based on activity. You can use its database and filtering tools to find decision-makers from the companies visiting your site, and review their profiles to see their job title, contact info, and other intel. With real-time alerts, you also can reach out to hot leads while they’re active on the site.

Unfortunately, Leadfeeder’s free version is severely limited feature-wise and only retains visitor data from the past seven days. If you’re looking for a robust free website visitor tracking tool, check out HubSpot CRM.

Leadfeeder Pricing

  • Free Plan: Support for 100 leads per month
  • Premium: $79+ per month
  • Free Trial: 14 days

Leadfeeder Key Features

  • Company Identification: Reveal the names and details of companies visiting your site.
  • Lead Scoring: Filter leads based on custom criteria or auto-score based on web activity.
  • Visit Details: Track page views, duration on page, clicks, and other behavioral data.
  • Leadfeeder Contacts: Find the right person from each company to reach out to.

Leadfeeder website visitor tracking software

Visit Leadfeeder

HubSpot CRM: Best for Free Visitor Tracking

HubSpot CRM is a free all-in-one CRM that comes with website visitor tracking functionality.

Price Range: Free to $1,200 per month (Sales Hub)

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Pros:

  • Identifies companies visiting your site
  • Offers lead web activity tracking
  • Access to numerous CRM features

Cons:

  • Upgrades can get expensive
  • Limited customization in CRM
  • Pay for additional customer support

HubSpot CRM is a top free CRM that comes with strong website visitor tracking capabilities. On all plans, use a tracking code to detect the IP address associated with each page view. In addition to the names of the companies on your site, HubSpot also surfaces firmographics and website activity like downloads or page views, which helps you qualify your visitors. Upgrade to Sales Hub for advanced contact scoring and other cold outreach features.

Although an effective CRM and tracking tool, HubSpot shares only basic information about the companies visiting your site. For more exhaustive profiles of the companies and their decision-makers, check out Leadfeeder, the overall winner, which integrates well with HubSpot.

HubSpot CRM Pricing

  • Free Plan: Support for unlimited users
  • Sales Hub Starter: $45 per month for two users
  • Sales Hub Professional: $450 per month for up to five paid users
  • Sales Hub Enterprise: $1,200 per month for up to 10 paid users
  • Additional users can be purchased for an additional cost
  • Integration with HubSpot's free marketing, service, and operation platform tiers

HubSpot CRM Key Features

  • Prospect Tracking: Reveal the identities of anonymous companies visiting your site.
  • Free Sales Tools: Use contact management, live chat, email templates/tracking, etc.
  • Website Activity: Track your contacts’ page views, form submissions, and other activity.
  • Prospect Notifications: Get real-time alerts about companies visiting your web pages.

HubSpot CRM website visitor tracking software

Visit HubSpot CRM

ZoomInfo: Best for Qualifying Web Visitors

ZoomInfo is a B2B database that allows you to compare website visitors to your ideal customer.

Price Range: Call for quote (14-day free trial)

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Pros:

  • Exceptional lead intent data
  • Identifies anonymous companies
  • Large, accurate B2B database

Cons:

  • Cost can be prohibitively high
  • Relatively steep learning curve
  • Doesn’t track how visitors arrived

ZoomInfo is a top B2B database with a powerful web visitor tracking feature called WebSights within SalesOS. In addition to revealing the names and firmographics of companies visiting your site, the tool also offers an intent data feature that allows you to map your ideal customer profile against its massive database to find high-quality leads who are searching for keywords related to your business. This makes it perfect for reps looking to uncover and prioritize top accounts.

Because of its vast array of features beyond visitor tracking, ZoomInfo can be too expensive for some companies. For a more affordable option with similar website visitor tracking functionality, check out Leadfeeder, our overall winner.

ZoomInfo Pricing

  • Call for Quote
  • Free Trial: 14 days

ZoomInfo Key Features

  • Keyword Data: Track companies researching solutions similar to yours on the internet.
  • WebSights Company ID: Reveal the names and firmographics of anonymous visitors.
  • B2B Database: Learn about companies and their employees to personalize outreach.
  • Behavior Data: See how companies interact with your website (page views, clicks, etc.).

ZoomInfo website visitor tracking software

Visit ZoomInfo

Leadinfo: Best Software for Ease of Use

Leadinfo is a website visitor tracking software that’s incredibly simple to set up and navigate.

Price Range: $49 to $699+ per month (14-day free trial)

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Pros:

  • Highly intuitive user interface
  • Pay for what you need
  • Identifies where leads come from

Cons:

  • Few video tutorials
  • Limited customization options
  • Lead scoring can be imperfect

Leadinfo is a B2B website visitor tracking software that helps you discover which companies are visiting your site and see their activity. With access to a large yet navigable B2B dataset and an intuitive, email-inbox-style interface, you can easily keep track of your web visitors and pull up their information quickly. Plus, the setup is painless, and Leadinfo offers one-click integrations with 60+ software, making this sometimes tricky process simpler for everyone.

Although it’s on the affordable side, Leadinfo doesn’t offer a free version for website visitor tracking. If that’s something you want, check out Leadfeeder, our overall winner for its mix of pricing and core features.

Leadinfo Pricing

  • 0-250 Identified Visitors: $49 to $129 per month
  • 251-2000 Identified Visitors: $149 to $449 per month
  • 2001-5000 Identified Visitors: $499 to $699 per month
  • 5001+ Identified Visitors: Call for quote
  • Free Trial: 14 days

Leadinfo Key Features

  • Email-Style Inbox: Reps can view new and past leads similar to emails in an inbox.
  • Web Visitor Identification: Reveal the names and details of companies on your site.
  • Tagging: Create custom color-coded tags that show critical information about visitors.
  • Automatic Lead Scoring: Leads are scored based on their total time spent on the site.

Leadinfo website visitor tracking software

Visit Leadinfo

Pipedrive: Best Web Visitor Tracking Tool & CRM in One

Pipedrive is a CRM offering an add-on that identifies anonymous companies on your website.

Price Range: $14.90 to $99 per user, per month + add-on (14-day free trial)

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Pros:

  • Effective visitor scoring & ranking
  • Affordable & flexible pricing
  • Tracking available across all plans

Cons:

  • Phone support on only highest tier
  • No free plan available
  • Limited reporting functionality

Pipedrive is a top sales CRM that offers a lead identification add-on called Web Visitors that works well in tandem with its other lead generation and tracking features. Web Visitors reveals companies visiting your site and ranks them based on their activity, like page visits and visit duration. You can then use the CRM’s auto-populating email templates to quickly reach out to the most qualified leads with personalized emails and track these interactions in the platform.

If you already have a CRM but want a website visitor tracking tool that easily integrates with your current one, check out Leadfeeder — it offers tons of seamless integrations and is number one for a combination of cost and lead-generation features.

Pipedrive Pricing

  • Essential: $14.90 per user, per month
  • Advanced: $24.90 per user, per month
  • Professional: $49.90 per user, per month
  • Enterprise: $99 per user, per month
  • Free Trial: 14 days
  • Web Visitors Add-on: $49 to $299 per month (1 to 2,000 identified organizations)

Pipedrive Key Features

  • CRM: Access lead gen features like lead management, group email, and lead scoring.
  • Visitor Identification: Uncover the names of businesses visiting your website.
  • Lead Intent: Use website activity data like page visits to discover the wants of leads.
  • Lead Ranking: Organize leads by demographics and have them ranked by web activity.

Pipedrive website visitor tracking software

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Leady: Best for Revealing Individuals' Info

Leady is a B2B identification tool that reveals in-depth info on both the individuals visiting your site and their companies.

Price Range: $39 to $149+ per user, per month (14-day free trial)

Overall Rating star-fullstar-fullstar-full star-full Cost star-fullstar-fullstar-full star-full Core Features star-fullstar-fullstar-fullstar-full Ease of Use star-fullstar-fullstar-fullstar-full Integrations star-fullstar-fullstar-full star-full Customer Support star-fullstar-fullstar-full star-full Expert Score star-fullstar-fullstar-fullstar-fullstar-full

Pros:

  • Reveals anonymous professionals
  • Can track mobile app usage
  • Gives cross-selling ideas

Cons:

  • No free plan offered
  • Limited knowledge base
  • Can suffer from data inaccuracies

Leady is a website visitor tracking software that reveals both the companies and the company representatives who visit your site, thereby helping sellers target specific individuals. Aside from illuminating the person’s name, Leady also provides you with information about their email address, job title, and other details for personalized outreach. You can even tap into the tool’s lead source data to learn how a lead arrived at your site, be it through an ad or organic search.

Although affordable for most businesses, Leady is without a free version. For free website visitor tracking, consider heading over to HubSpot CRM, which allows you to track the web activity of contacts who have filled out a web form.

Leady Pricing

  • S: $39 per month for 300 unique visitors
  • M: $69 per month for 1,500 unique visitors
  • L: $149 per month for 3,000 unique visitors
  • XL: Call for quote (supports unlimited unique visitors per month)
  • Free Trial: 14 days

Leady Key Features

  • Individual Identification: Reveal the names of company representatives on your site.
  • Lead Profiles: Leady shares publicly available data like company size, lead email, etc.
  • Intent Data: Identifies needs of potential and current customers based on web activity.
  • Digital Footprint: Tracks where leads come from and what they do on the web.

Leady website visitor tracking software

Visit Leady

Bottom Line: Best Website Activity Tracking Software

Website activity tracking software should enable you to reveal the identities of anonymous companies visiting your lead generation website, track their web behavior, and rank them based on a variety of factors. These features help you find leads, qualify them, and reach out to them in a personalized, timely manner. That said, any one of the above six tools would make a great addition to your business’s lead generation software stack.

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