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Google Analytics removes IP Address info: what does it mean for website tracking tools?

Published 18 Feb 2020 by Chris Glover, CANDDi
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What’s the problem?

February 2020 has been a big month of change for Google.

In the B2B world, the most important of these changes was Google Analytics’ removal of IP Address information about tracked visitors.

This has serious implications for tools like Leadfeeder and Fastbase, which relied on GA as a kind of “middle-man” for this data in order to identify which companies have visited its users websites.

Since the change, users of these tools have reported a dramatic loss of leads generated from their website, while the tools themselves scramble to deploy workarounds to regain functionality.

Google Analytics removes IP Address info: what does it mean for website tracking tools?

What’s the big deal?

Google is staying tight-lipped about the reasons for the change, but two things are clear: it was intentional, and it’s permanent.

Information which pairs a visitors’ company with their activity on your site has all kinds of applications for B2B sales and marketing teams, so much so that many companies base their entire business development strategies around it.

Simply put: if you can’t see who is visiting your site but not converting, you’re almost certainly allowing warm leads to slip through your fingers.

How to regain visibility over your visitors

Thankfully, at CANDDi we’ve always used our own tracking code which is installed directly onto your website.

We’ve been doing it this way for 10 years, and the reasoning is simple: by not relying on third parties like Google Analytics, we ensure that the information we provide is reliable, accurate, and in real time.

The other thing which sets us apart is that we don’t just stop at identifying companies. We also track every visitor who hits your site individually.

So if you’re interested in getting the entire picture about who is visiting your website, we’d love to hear from you. With the recent changes to Google Analytics, there has never been a better time to switch to a direct visitor tracking tool!

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