Discover B2B leads with Google Analytics

Would you like to know which companies are on your B2B website and which products are of interest to them? It is not always easy to get specific data on potential prospects. Google Analytics offers you the possibility to examine from which company networks your website is accessed and how the corresponding users behave. In this way you can address them specifically and give yourself a time advantage over your competitors. 

Identify B2B customers and address them specifically

Purchase decision-makers in B2B companies mostly use the Internet as a source for market research in order to find out about products and services. As a user on your website, they are relatively difficult to identify at this point. The contact forms, which are integrated on many websites in the hope of getting more information about website users, are very rarely filled out in the information gathering phase. They only come into contact with you in the decision-making phase.

The earlier in the customer journey you can influence your potential customers, the better your chances of generating leads. It would therefore be ideal to reach your customers in the initial phase of obtaining information. In this way you could create suitable offers and generate more sales.

Fortunately, with Google Analytics you can identify at least some of your potential B2B customers and find out which companies have viewed your services or products – even without them contacting you directly. This gives you the opportunity to address these companies specifically and to point out the advantages of your offers even before they have decided on you. So you gain a decisive advantage over the competition.

Step 1 – Identify company networks

Large and medium-sized companies usually have a dedicated Internet connection for their company networks with fixed IP addresses. With the help of Google Analytics you can identify them in the Internet provider report and see which companies are interested in your products and services.

In the case of companies that use large internet service providers such as Deutsche Telekom or Arcor or that access the internet via local providers such as NetCologne, we unfortunately do not have the opportunity to understand which companies are involved.

Use the Google Analytics ISP report

This is the easiest way to find out from which company network your B2B website was visited.

You can find this report under Target Group – Technology – Providers:

The Internet Service Provider report in Google Analytics also contains information about the company networks through which a website was accessed.

All internet providers are listed here, through which visitors came to your website. Most of the accesses come from large Internet service providers who provide services, content or technical services for the Internet. But the company networks also appear here.

The challenge is to identify the valuable company networks.

Create a filter using a regular expression

With a filter you can filter the report so that only the company networks are displayed. It is best to use regular expressions for this .

Put on a filter that excludes all major Internet providers.

You can usually recognize large and well-known Internet providers very quickly. Smaller providers often need to do some research on the Internet. If you are not sure whether it is a small Internet provider or a company network, use Google search, for example, to find out.

Since the list quickly includes more than a thousand providers, that means a lot of manual work. But it’s worth it! At the end of the day you can see which companies visit your website!

For a quick overview: Custom report

Create a customized report: table view with the dimensions Internet provider, source / medium and target page

So you can display the company network next to each other in the table view, from which source the visitors came to your page and on which target page they landed. In addition, you can see how often your website has been visited by a company up to counting how often a certain (previously defined) goal has been achieved.

Here you can measure all target achievements, e.g. how often or whether a contact form was sent at all, whether a certain page was called up or something was bought.

Example: custom report in tabular format, ISP, source / medium, target page

Step 2 – Which pages are being viewed?

If you have identified the company networks and created a corresponding filter, you can even find out which pages the employees of a company have looked at. When looking at one or more product pages, there is obviously a specific need. Now you should take the initiative and contact the company.

Creates a custom report: table view with Internet provider and page

If you select a specific provider in the report filter, then all pages that this company has viewed are listed in the secondary dimension.

Example: custom report, Internet provider with pages, filtered for a specific company

Depending on the question, further reports are helpful. Once the filter for the Internet provider has been created, it can be created as a segment and thus also applied to other reports, e.g. the country report. A different sorting according to pages / session or users gives further insights.


Many investment decisions in the B2B area are prepared through research on the Internet. Addressing the customer in a targeted manner as early as the information gathering phase can represent a decisive advantage over the competition.

With Google Analytics you have the opportunity to identify companies that are looking around your website and analyze their behavior. Building on this, you can develop targeted online marketing measures and get in touch with your interested parties before they even seek concrete contact with you.

Have you ever been in a situation in which you were able to generate more lead and thus more sales based on previous information? Or do you know other ways to identify website users at an early stage and thereby better control your marketing measures?

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