Google Analytics is an aggregate tracking tool that seeks to provide insight in the efficacy of the sources of your website traffic as well as playing well with Google's suite of other digital tools. It is deployed more to give you data on the amount of traffic you're generating and the most visited pages.
Google Analytics does not drill down to individual visitor sessions. GA will not give you insight into specific companies visiting your website and give you the ability to identify and reach out to key decision makers within the firm.
LeadFWD's web tracking beacon is proprietary and does not require a 3rd party tool to work. We are not a replacement for GA. Although there is overlap in the aggregate data we provide namely traffic weight, traffic source and keywords reporting, we encourage users to use GA in tandem with LeadFWD. All data is good data to a degree.