Leadfeeder IP-Enrich Variable for server Google Tag Manager

Sep 5, 2023
Sep 1, 2023
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Today in our blog post we’ll speak about Leadfeeder - a platform that allows companies to see which businesses visit their website, even if they don't fill out a form or make direct contact. By tapping into this reservoir of passive interest, you can make sales and marketing efforts more efficient.

With the release of Leadfeeder IP-Enrich API you can derive insights or additional data based on IP addresses, which means obtaining company information or other pertinent details based on the IP addresses of website visitors.

We’ve created a Leadfeeder IP-Enrich Variable for server Google Tag Manager so that you could easily integrate it in your sGTM container. In this article we will provide a step-by-step guide on setting up the variable, describe its work and discuss its benefits.

How it works

By sending the IP, with Leadfeeder IP-Enrich Variable you can receive the user’s:

  • Company name (Company profile information);
  • Industry type;
  • Number of employees;
  • Latest available company revenue information;
  • Year when the revenue was reported;
  • Company business IDs. Can have multiple entries If the company is registered in more countries;
  • Company's social media URLs, etc.

Leadfeeder API expects an API token to be included in all requests sent to the server. You can generate your unique authentication token at Leadfeeder API settings. Parameter Name: X-API-KEY, in: header.

GET /companies - returns company information based on the IP parameter.

How to set up Leadfeeder IP-Enrich Variable

2. Download Leadfeeder IP-Enrich variable from GitHub -> Open templates sections in your server Google Tag Manager container -> Scroll down to Variable Templates -> Click New.

3. Click three dots in the top right corner -> Click Import -> Select the Leadfeeder IP-Enrich Variable you’ve recently downloaded from GitHub -> Click save.

leadfeeder variable by stape

4. Write down your ApiKeyAuth in the API Key section and an IP Address. If IP is not set then IP address of the request originator will be used.

leadfeeder variable by stape configuration

Store response in cache - store the response in Template Storage. If all parameters of the request are the same response will be taken from the cache if it exists.

Extract key from data - for example: company.domain.

Benefits of Leadfeeder IP-Enrich Variable

  1. By integrating IP enrichment, you can better score the leads, understanding which visitors have a higher likelihood of conversion based on their company's details.
  2. Create content or user experience based on the details derived from IP addresses.
  3. Use the enriched data to better tailor outreach strategies, focusing on leads that match your ideal customer profile.


Leadfeeder, as a platform, offers significant potential for businesses looking to capitalize on their website traffic. The addition of IP enrichment capabilities would further bolster its offering, allowing for even deeper insights and better decision-making for sales and marketing teams.

For specifics on the IP-Enrich API v1, we'd recommend checking Leadfeeder's official documentation or getting in touch with them directly for the most up-to-date and detailed information. And if you need help from our side - don’t hesitate to contact us by leaving a ticket.

Tagged with:gtm server

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