Both tools do the same basic job: they turn anonymous B2B website traffic into a list of companies you can follow up with. But the two platforms differ a lot once you look past the headline pitch — in how they price, how much of your traffic they can actually identify, and what happens after the free trial ends.

At a Glance: Lead Forensics vs Leadinfo

How I Evaluated This Comparison

I didn’t run both platforms side-by-side on a live site for this one. Visitor ID tools need real, sustained traffic to prove anything — a fair hands-on test would mean weeks of running both scripts on the same domain, which isn’t realistic for a single comparison post.

Instead, I pulled every price and feature claim directly from each vendor’s own pricing and feature pages, then cross-checked those claims against G2’s comparison data, which aggregates more than 2,000 verified reviews across both products. Where a number is self-reported by the vendor — like Lead Forensics’ case study claiming a 4,303% ROI — I’ve flagged it as directional rather than independently verified.

One thing worth flagging while fact-checking Lead Forensics’ own site: its homepage testimonial carousel claims “+60k” users, while its pricing page footer — a few clicks away — says it’s “trusted by 10,000 growing businesses.” That’s not a dealbreaker, but it’s the kind of inconsistency worth noticing before you treat a vendor’s own page as your only source of truth.

What Is Lead Forensics?

Lead Forensics is a London-based B2B website visitor identification platform, live since 2009. It installs a small tracking script — the vendor compares it directly to a Google Analytics tag — that matches the IP addresses of your website visitors against business IP ranges to reveal which companies are browsing your site, in real time.

The product ships in two plans — Essentials and Automate — split by feature depth rather than published pricing tiers. Automate adds a dedicated customer success manager, a training academy with certifications, workflow automation, automated lead routing, and ABM account matching. Every plan includes unlimited user seats, which is unusual in this category — most competitors charge per seat.

Lead Forensics integrates natively with Salesforce, HubSpot, Microsoft Dynamics 365, Pipedrive, and Zoho. G2 review data also shows a notable number of users connecting it to Google Analytics (23 all-time mentions) for cross-referencing traffic sources.

Beyond identification, the platform groups its remaining features around six jobs: alerting your team the moment a target account returns to your site, surfacing decision-maker contact details, measuring which campaigns actually drive identified visits, managing leads through a built-in pipeline view, and — a feature that sets it apart from most of this category — a live chat widget that lets your team message an identified visitor in real time while they’re still browsing.

What Is Leadinfo?

Leadinfo is a Rotterdam-based platform founded in 2016. It’s been owned by team.blue — the European hosting and cloud group — since a two-stage acquisition that closed in July 2022, and it’s been expanding aggressively since: in January 2026, Leadinfo acquired Visitor Queue, a Canadian visitor identification company, marking its fifth acquisition and a clear push into the North American market.

Leadinfo matches visitor IPs against a self-reported database of roughly 220 million companies across 214 countries, then surfaces each identified company in an inbox-style layout — company profile, pages visited, and a list of plausible decision-makers pulled from the same database rather than confirmed as the actual visitor.

On average, Leadinfo states it identifies around 30% of a site’s total traffic as named companies — the rest is filtered out as residential IPs, ISPs, or bot traffic, or simply can’t be matched. It applies what it calls a “Fair Pricing Principle”: non-relevant visits and duplicate visits from the same company within a billing period are excluded from your identified-company count, so your invoice isn’t inflated by one account refreshing your pricing page ten times in a week.

Feature depth is tier-gated rather than bundled all at once. Automated lead scoring, which ranks visitors by time spent on your site, is included from Starter. Screen recording of visitor sessions, persona-based filtering by job title, and GA4/Looker Studio integrations unlock at Scale. Personal mobile numbers, unlimited automations, and quarterly check-ins with a dedicated customer success manager are reserved for Pro — mirroring how Lead Forensics gates its own CSM access behind its higher-tier Automate plan.

Pricing Breakdown: What You’ll Actually Pay

This is where the two platforms diverge the most. Leadinfo publishes a full price list on its pricing page, tiered by plan and by how many unique companies it identifies on your site each month. Lead Forensics publishes nothing — pricing is set after your one-week trial, based on your actual traffic volume.

Leadinfo’s published pricing (annual billing)

Those numbers scale up with volume — by the time Leadinfo identifies 1,001–1,500 companies a month, Scale runs €399/mo and Pro runs €499/mo. Add-ons like Autopilot (automated email and LinkedIn outreach) and Leadbot Business start at €59 per seat, and screen recording is bundled free from the Scale tier up.

Lead Forensics doesn’t publish a comparable table. Its own pricing page says cost is “calculated based on your website visitors,” determined after a one-week trial. Independent technology-comparison trackers that monitor live vendor pricing put Lead Forensics’ real-world starting cost at roughly $6,000+ per year — in the same ballpark as Leadinfo’s Pro tier, but without the ability to see a number before you commit to a sales conversation. G2’s own “Perceived Cost” index rates both products at the same $$$$$ (top) bracket, so reviewers on both sides consider this a premium-priced category overall.

G2 Review Scores, Head to Head

Here’s how the two score across G2’s core usability categories, based on verified buyer reviews:

The pattern is consistent: Leadinfo wins on how fast and painless it is to get running, while Lead Forensics wins on how well its support team responds once something goes wrong. Neither lead is huge, but they’re consistent enough across thousands of reviews to treat as real signal rather than noise.

Data Accuracy: How Each Tool Actually Identifies Visitors

It’s worth being precise about what these tools can and can’t do, because the marketing copy on both sites can make it sound like they’re identifying a specific person. They’re not — not without consent-based tracking, which neither platform runs by default.

Both tools work the same underlying way: a tracking snippet captures the visitor’s IP address, and that IP is matched against a database of known business IP ranges. If the match succeeds, you learn the company that visited — not the individual. The “decision maker contacts” both platforms surface afterward are a database lookup against that company, showing people plausibly worth contacting there, not a confirmation of who actually clicked through your pricing page.

Leadinfo is explicit about its legal basis for this: it cites GDPR Article 6(1)(f), “legitimate interest,” as justification for processing the IP address, and states plainly that IP addresses themselves aren’t stored — only the resulting publicly available company data is shared with users. Lead Forensics holds ISO 27001 certification and displays a GDPR-compliance badge, but its public pages are lighter on the specific legal-basis language Leadinfo spells out.

On raw coverage, Leadinfo discloses its database size (~220 million companies) and its average identification rate (~30% of total traffic). Lead Forensics doesn’t publish either figure, which makes a direct accuracy comparison hard to verify independently — something to ask about directly on your demo call if database size matters to your buying decision.

Automation and Lead Routing: What Each Platform Does After Identification

Identifying a company is only step one — what happens next is where most of the pricing gap between these two tools actually gets justified. Lead Forensics’ Automate plan adds workflow automation, automated lead creation inside your CRM, automated lead routing to the right rep, and ABM account matching, so a target account showing buying intent can land directly in a salesperson’s queue without anyone manually checking a dashboard.

Leadinfo takes a slightly different approach: its core automation lives in CRM syncing (live and two-way from Scale upward) and in the persona filter, which lets you set a standing rule like “only route leads where someone with a VP or Director title visited.” For anything closer to outbound outreach, Leadinfo sells that separately — Autopilot (from €59 per seat) handles automated email and LinkedIn sequencing once a company is identified, and Leadbot lets identified visitors request a quote or book a call directly from a widget on your site, similar in spirit to Lead Forensics’ built-in chat feature but sold as an add-on rather than bundled.

The practical takeaway: if you want automation bundled into one plan with a predictable (if unpublished) price, Lead Forensics’ Automate tier is built for that. If you’d rather pay only for the specific automation pieces you actually use — and keep the core identification cost low — Leadinfo’s à la carte add-on model gives you more control over what you’re paying for each month.

What G2 Reviewers Actually Say

Pulled from the sentiment themes G2 tags across thousands of reviews, three patterns show up repeatedly. First, Lead Forensics reviewers consistently single out onboarding — a responsive, proactive account manager who walks new users through the dashboard rather than leaving them to a help center. Second, Leadinfo reviewers repeatedly praise how fast the inbox-style layout is to understand on day one, with less of a learning curve than enterprise dashboards in this space typically have. Third, both tools share one complaint in different forms: contact data going stale. Lead Forensics reviewers flag outdated contact details directly, while Leadinfo reviewers more often describe it as “lack of information” on identified visitors — a reminder that database freshness is a real, ongoing cost in this category, not a one-time setup problem.

On the case-study side, Lead Forensics publishes individually named customer stories — a 4,303% ROI headline figure, a reported £250,000 deal uncovered through a brochure download, and a reported 40% lead increase for a marketing agency client are among the figures on its site. These are useful as directional proof that the category can work, but they’re vendor-selected and self-reported, so treat them the way you’d treat any single case study: evidence the model can work, not a guarantee of your own results.

Pros and Cons

Who Should Choose Which

Choose Leadinfo if you’re a small or mid-sized B2B team that wants to know the real monthly cost before you ever talk to a salesperson, you want everyone on your team to be able to log in without worrying about seat limits on Pro, or you’re already deep in the HubSpot/Salesforce/Marketo ecosystem and want one-click integrations without custom setup.

Choose Lead Forensics if white-glove onboarding and account support matter more to you than seeing a price upfront, you want a dedicated customer success manager built into your plan, or your sales org runs account-based marketing campaigns that benefit from the Automate plan’s ABM account matching.

How to Set Up a B2B Visitor Identification Tool

The setup flow is nearly identical on both platforms. Here’s what to expect, start to finish:

1. Start the free trial

Leadinfo’s trial is self-serve and doesn’t ask for a card. Lead Forensics’ trial starts with filling out a short form, and a rep reaches out to walk you through your traffic at the end of the week.

2. Install the tracking script

Both tools drop a snippet of JavaScript into your site’s <head>. You can add it manually, through Google Tag Manager, or through a plugin — Leadinfo ships ready-made plugins for WordPress, Shopify, Wix, Squarespace, Joomla!, and Drupal.

3. Let data collect for 5–7 business days

A single day of traffic rarely gives an accurate read on your identification rate. Give the trial a full business week so weekday and weekend traffic patterns both show up before judging the tool.

4. Connect your CRM

On Leadinfo’s Starter plan, CRM syncing is manual; it becomes a live, automated sync from Scale upward. Lead Forensics’ CRM integration and automated lead creation are gated to the Automate plan.

5. Set up alerts and lead routing

Turn on real-time alerts for target accounts so your sales team gets notified the moment a key prospect lands back on your site — this is the step most teams skip, and it’s where most of the actual pipeline value gets left on the table.

6. Review your pricing tier after the trial

Use your actual trial data, not a guess, to pick a tier. If you’re close to the edge of a volume band on Leadinfo, ask whether a short-term lower tier makes sense while you test the workflow before committing to annual billing.

If neither tool feels right after the trial, it’s worth widening the search — this category also includes Leadfeeder (part of Dealfront), Clearbit, and ZoomInfo’s visitor-ID offering, all of which trade off price, database size, and ease of use differently again.

FAQ

Is Lead Forensics or Leadinfo better for small businesses?

Leadinfo tends to fit small teams better. Its Starter plan is published at €69/month, the trial doesn’t require a card, and G2 reviewers consistently cite its affordability for startup budgets. Lead Forensics can still work for small teams, but you won’t know your real monthly cost until after a sales conversation.

How much does Lead Forensics cost?

Lead Forensics doesn’t publish pricing. Cost is set after a one-week free trial, based on how much traffic your website generates. Independent pricing trackers estimate real-world costs starting around $6,000+ per year, though your actual price depends entirely on your traffic volume.

How much does Leadinfo cost?

Leadinfo’s published plans start at €69/month for Starter (0–50 identified companies), €159/month for Scale, and €359/month for Pro, all billed annually. Pricing rises as the number of companies identified on your site each month grows.

Is Leadinfo GDPR compliant?

Yes. Leadinfo cites “legitimate interest” under GDPR Article 6(1)(f) as its legal basis for matching IP addresses to company data, and states that raw IP addresses aren’t stored — only the resulting public company data is shared with users. Site owners are still required to disclose this use in their own privacy policy.

Does Lead Forensics identify individual visitors or just companies?

Just companies, by default — the same as Leadinfo. Both tools match your visitor’s IP address to a business, not a person. The “decision maker” contact data both platforms layer on afterward comes from a database lookup against that company, not confirmed identification of the actual visitor.

Which has better integrations, Lead Forensics or Leadinfo?

Leadinfo, by volume — it lists 67+ free CRM and marketing integrations, including GA4, Looker Studio, and LinkedIn Ads, versus Lead Forensics’ five headline native integrations (Salesforce, HubSpot, Microsoft Dynamics, Pipedrive, Zoho). Lead Forensics reviewers on G2 report fewer integration mentions overall.

Can I switch from Lead Forensics to Leadinfo, or the other way around?

Yes. Neither platform locks your historical data into a proprietary format you can’t export, and both run on a simple tracking-script install, so switching mainly means re-running the trial period on the new tool before committing to a paid plan. Leadinfo explicitly states that any data you’ve accumulated is yours to export at any time, even after you cancel.

Does Leadinfo or Lead Forensics offer screen recording?

Leadinfo does, starting on its Scale plan, with recordings stored for 14 days on the Pro tier. Lead Forensics’ public feature pages don’t list a comparable screen-recording capability — its “Measure what matters” and “Chat” features are the closest adjacent tools for understanding on-site visitor behavior.

Conclusion

Neither tool is objectively “better” across the board — the G2 data makes that clear, with both sitting within a tenth of a point of each other overall. What actually separates them is how they sell: Leadinfo hands you a price list and a two-week trial up front, while Lead Forensics asks for a conversation first and backs it up with the better support score once you’re in.

If you’re budget-conscious or just want to test the category without committing to a sales call, start with Leadinfo’s free trial. If customer support and account management matter more than seeing a price on day one, book a Lead Forensics demo and compare the quote against what Leadinfo would charge at your traffic level before you sign anything.

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If you’re researching tools beyond lead identification, we’ve also covered what procurement software is actually used for, broken down enterprise billing software built for small teams, and reviewed talent management platforms worth considering alongside your sales stack.

For B2B teams evaluating software outside sales tooling, our guide to healthcare SaaS platforms and our roundup of custom SaaS web development agencies cover similar vendor-evaluation ground. And if you’re vetting any vendor’s claims the way we did here, our piece on how to check if a company is legitimate walks through the same due-diligence steps.

Curious how usage-based SaaS pricing works more broadly? We unpacked the same credits-and-tiers model in our Geekflare pricing breakdown, and if website auditing tools are next on your list, our Woorank review and 3CX review cover two more B2B tools worth comparing before you commit.