Many B2B teams want to know who is engaging with their website, which content is being viewed and how that activity should feed into sales and reporting. The difficulty is that most website analytics setups miss part of that picture, particularly when audiences use ad blockers, privacy tools, VPNs or restricted corporate networks.
There’s a better way. This article compares Truly Analytics and it’s major features Network Intelligence, Event Hooks and Traffic Recovery with Lead Forensics. It will explain what each approach is designed to do, where they differ in implementation and reporting and why Truly Analytics is often the more practical option for teams that want to keep Google Analytics as their main analytics reporting layer while adding organisation-level visibility and CRM-ready event flows.
What We’re Comparing ¶
Truly Analytics is an analytics system first providing visibility across all elements of your digital assets. Lead Forensics focuses purely on B2B identification. Hence whilst Truly Analytics has a much broader scope, both products overlap in one important area: they both aim to improve visibility into website traffic for B2B use cases.
The comparison matters because they are built on different models:
- Lead Forensics is positioned as a visitor identification and lead intelligence platform.
- Truly Analytics is a privacy-preserving analytics recovery layer that works alongside Google Analytics.
- Truly Analytics’ managed plans include Network Intelligence which adds organisation and network-level enrichment to that recovered traffic.
- Truly Analytics’ managed pans also include Event Hooks which can be configured to route selected events into CRMs and other systems while still retaining reporting continuity in Google Analytics.
Both tools “identify companies” however when considering the investment into the platform, you should consider which system gives a more usable, more complete and more sustainable view of traffic and engagement.
Lead Forensics: what it provides ¶
Lead Forensics is a B2B website visitor intelligence platform that identifies visiting businesses and presents those visits inside its own product environment. Its core use case is sales prospecting: showing which companies have visited a site, what pages they viewed and giving sales teams a basis for follow-up.
In practical terms, Lead Forensics is generally used as a standalone lead intelligence platform, it doesn’t enhance or integrate into any existing analytics simply plugs in its own system and feeds that data back. It is designed to surface company visit data in its own interface and workflows, rather than to improve your overall systems or analytics.
For teams already relying on Google Analytics for reporting, attribution, content analysis and internal dashboards, Lead Forensics adds another separate system rather than improving the one they already use.
Where Truly Analytics Improves ¶
Where Lead Forensics lacks Truly Analytics offers a broader scope covering a number of areas:
Firstly Truly Analytics recovers traffic that other tools including Lead Forensics cannot see. If you suspect that GA4 is under-reporting your analytics because users block analytics scripts or browse through restricted environments, you’re probably correct and Truly Analytics can recover that visibility.
In doing so Truly Analytics surfaces more insights than other tools such as Lead Forensics. Your lead base will be larger.
Additionally, Truly Analytics works through Google Analytics, hence all the reporting, explorations and your metrics are all readily integrated without the need for separate accounts, training or managing an additional reporting environment. Truly Analytics just plugs into something you already have.
You likely already have reporting that covers conversions, with the new data Truly Analytics can plug in your organisation traffic to your conversion funnels showing which organisations visited and how far into the funnel they got.
Where Lead Forensics tends to focus on identifying visiting businesses, Truly Analytics Network Intelligence provides broader traffic classification and enrichment for use with brands that wish to quantify audiences alongside specific entities.
Network Intelligence categorises traffic such as:
- mobile networks
- residential connections
- VPNs
- proxy addresses
- cloud or datacentre sources
- organisation-origin traffic
- geolocation context
- AI lab and automated service traffic
This gives teams a wider view of what kind of audience is arriving and how that traffic should be interpreted.
That broader classification adds to its appeal. In many situations, knowing that a visit came from a target organisation is useful, but it is not enough on its own. It also helps to know whether that access came through a corporate network, a VPN, a proxy, a datacentre or an automated browser environment.
This is a more complete operational picture than simple organisation matching.
Another important difference is what happens after traffic is observed. Lead Forensics is largely centred on surfacing visitor intelligence for follow-up. Truly Analytics can do something more flexible through Event Hooks.
Event Hooks allow specific event data to be relayed to other systems at the same time as been sent to Google Analytics. This means selected behaviours:
- be sent in real time to a CRM
- trigger alerts or workflow automation
- support sales, marketing and operational responses
- and will remain available in Google Analytics for later reporting
This avoids reducing traffic intelligence to isolated detections inside a separate tool. Instead, the activity can remain part of the site’s full reporting history whilst triggering full automations elsewhere in your sales stack.
For example, a business could configure Truly Analytics to pass through to their CRM specific events like:
- resource downloads
- pricing page visits
- video plays
- product page engagement
- form interactions
- documentation access
Those events can then be checked against whatever systems the business already runs for ID matching, alerting or other activities. The model is not limited and can be configured around any meaningful interaction where traffic on your site can directly update the rest of your business process.
Truly Analytics also provides First Party Attribution, which records the campaign data actually received from incoming traffic and links it to subsequent session activity.
When website engagement can be tied back to the campaign source that brought the visitor in your lead intelligence is playing a different game. Not only can you identify the organisation but you can reliable identify the referring platform using the captured UTM parameters and custom metrics and events Truly Analytics feeds into Google Analytics.
Not only would you know the organisation and how far they made it through your funnel using the same tools you’re used to, but you’ll also be able to see which platform bought them in.
Truly Analytics takes a different approach. It is not positioned as a separate sales intelligence dashboard first. It is positioned as an analytics control layer that helps Google Analytics reflect more of a site’s real traffic while preserving consent and privacy.
This works well for businesses that already use GA4 and do not want to replace their stack.
Key points include:
- It can run alongside an existing Google Analytics setup, using a separate property entirely if desired.
- It does not require the removal of current analytics.
- It will only run on the pages where Truly Analytics is installed, either all of them or just selected content.
Additionally, Truly Analytics offers a free 3-day self-service trial with no credit card, no payment details and no sales call. It can run alongside your existing Google Analytics setup and installation can be completed in less than five minutes.
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