15 Best Webinar Tracking Software Tools in 2026

Zoom Webinars, Demio, GoTo Webinar, Livestorm, ON24, WebinarJam and WebinarGeek are the hosting platforms, and their analytics answer questions about the event: who registered, who showed up, how long they stayed, which polls they answered. That is the right data for improving the webinar itself.

HubSpot, Salesforce and Ruler Analytics connect registrations to the CRM with varying depth, Zapier moves registrations between systems, and GA4, Supermetrics and Whatagraph report. The gap most teams have is between the two halves: attendance data on one side, ad spend on the other, and nothing joining them.

LeadJourney connects every webinar registration back to the paid ad that drove it, tracking the fbclid, gclid, li_fat_id, or msclkid from the ad click through the registration page, into the CRM, and through to qualified lead, booked appointment, and closed deal. It answers the question every webinar advertiser has but can never answer: which Meta, Google, LinkedIn, or Bing campaign drove the registrations that actually became customers?

When a webinar registrant becomes a qualified lead or closes a deal in your CRM, LeadJourney automatically fires that conversion event back to all four ad platforms simultaneously, so their algorithms retrain on the characteristics of registrants who actually buy, not just registrants who showed up.

Key Features

• Ad source attribution for webinar registrations: tracks which paid campaign drove each registration server-side, with click ID persistence through the funnel
• CRM pipeline tracking for webinar leads: every webinar registration followed through qualified, booked, and closed stages in your CRM
• Automated CAPI signals: webinar-sourced deal closures automatically sent to Meta, Google, LinkedIn, and Bing to retrain ad algorithms
• Cost-per-closed-deal by webinar campaign: which ad campaigns are driving webinar registrations that actually become customers
• Atlas AI analyst: ask which webinar ad campaigns have the best registration-to-close rate
• 21-minute setup, no developer: works with any webinar registration page and CRM

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LeadJourney is rated 5.0 on Trustpilot by agencies and B2B marketers. Here is what verified users say:

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Verified reviews on Trustpilot, G2, Capterra, Software Advice, and leadjourney.io/testimonials.

Zoom Webinars provides built-in tracking for registration, attendance, poll responses, Q&A participation, and post-webinar surveys. Its reporting dashboard shows attendance rates, engagement metrics, and drop-off times by attendee. Integration with HubSpot, Salesforce, and other CRMs lets you sync registration data directly to contact records.

Demio is built specifically for marketing teams running automated and live webinars, with conversion-focused tracking that goes beyond simple attendance counts. It tracks CTA button clicks during webinars, offer acceptance rates, and post-webinar email conversion sequences, all connected to registration source data. Its Room Analytics provide engagement scoring by attendee.

GoTo Webinar provides enterprise-grade webinar hosting with detailed attendance analytics, engagement scores, and CRM integrations for Salesforce and HubSpot. Its reporting includes attendee source data, engagement ratings, and post-webinar survey results that can be synced to CRM records for lead scoring.

Livestorm is a browser-based webinar platform built for marketing automation: automated sequences, on-demand webinars, and multi-session campaigns with built-in analytics tracking registration source, attendance, engagement, and post-webinar email performance. Its dashboard shows the complete registration-to-engagement funnel.

ON24 is an enterprise webinar intelligence platform used by large B2B organizations for virtual events, webinars, and content experiences. Its Engagement Score proprietary metric aggregates multiple engagement signals (attention, interaction, content consumption) into a single attendee rating that can be fed into Salesforce and Marketo for lead scoring and routing.

WebinarJam is built for high-volume live webinars with built-in offer tracking, showing how many attendees clicked buy buttons, accepted offers, and purchased during or after the webinar. Its analytics focus on conversion events within the webinar session: offer click-through rates, revenue per webinar, and attendee purchase behavior.

WebinarGeek is a European webinar platform with GDPR-compliant tracking, built-in registration analytics, engagement scoring, and CRM integrations. Its analytics include attendee source tracking, engagement ratings, and replay viewing data, all stored on EU-based infrastructure.

HubSpot integrates with Zoom, GoTo Webinar, and other platforms to sync registration and attendance data directly to contacts and deals. For HubSpot customers, webinar registrations automatically create or update contact records, enabling basic attribution reporting within the HubSpot ecosystem.

Salesforce Marketing Cloud connects webinar attendance data from ON24, GoTo Webinar, and Zoom to Salesforce opportunity records, enabling enterprise organizations to track webinar influence on pipeline and revenue within Salesforce. It provides the deepest CRM pipeline integration for Salesforce-native enterprise organizations.

Ruler Analytics tracks the journey from first marketing touchpoint (including webinar registration) through to closed CRM revenue. When a webinar registrant later becomes a customer, Ruler matches the closed revenue back to the original marketing source, showing whether the webinar channel or the paid ads driving registrations are influencing revenue.

Zapier connects webinar platforms (Zoom, Demio, GoTo Webinar) to CRMs, automatically creating or updating CRM contacts when someone registers, attends, or misses a webinar. For teams that want basic webinar-to-CRM synchronization at low cost, Zapier provides the plumbing.

GA4 tracks visitor behavior on webinar registration landing pages: traffic sources, time on page, scroll depth, and registration form completion rates. Combined with GA4's conversion goals, it provides free visibility into registration page performance by traffic source.

Supermetrics can pull webinar platform data (from Zoom, GoTo Webinar, etc.) alongside paid ad data into Sheets, Looker Studio, or BigQuery, enabling teams to build custom dashboards that show registration volume, cost-per-registration, and attendance by ad campaign. It's a data connector, not a tracking tool.

Whatagraph can incorporate webinar registration data alongside paid channel performance in polished white-label client reports. For agencies managing webinar campaigns for clients, it automates the monthly performance report assembly.

Every webinar platform on this list tracks some combination of registration, attendance, engagement, and in-webinar conversions. What none of them do (except LeadJourney) is connect the webinar registration back to the paid ad that drove it (with server-side click ID persistence), track the registrant through your CRM pipeline stages, and automatically send closed-deal signals back to Meta, Google, LinkedIn, and Bing to improve future ad targeting. That layer is what turns webinar advertising from a cost center into a compounding revenue channel.

• Lead gen business running paid ads to webinars and needing CRM revenue attribution: LeadJourney (pairs with any webinar platform)
• Best all-round webinar hosting platform with engagement tracking: Zoom Webinars or Demio
• European business with GDPR compliance requirement: WebinarGeek
• Enterprise B2B running large virtual events: ON24 or GoTo Webinar
• Info-product business running direct-sale webinars: WebinarJam