Google Analytics Default Attributes

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Overview

This article describes the default attributes from the Demandbase IP Address API that are provided as part of Demandbase GA implementation. Reach out to Demandbase if you would like a different set of attributes passed to GA.

Note

The default value for any attribute that isn't mapped to a value (but is available in the response) is Null in the API and (Non-Company Visitor) in GA

Google Analytics Default Firmographic Attributes

A complete list of Demandbase Firmographic Attributes is found here.

Attribute Name API Variable Name Description Example Data Type Response Scenario
Demandbase ID demandbase_sid The unique identifier for the organization identified from the Demandbase database. 3415304 Integer Detailed
Company Name company_name Demandbase's standardized company name for the identified business Cisco Systems String Detailed 
Industry industry Customizable industry name based on SIC code - defaults to SIC industry Software & Technology String Detailed
Sub Industry sub_industry Customizable industry specialty based on SIC code - defaults to SIC industry Electrical Components String Detailed
Employee Band employee_range Customizable employee band based on employee_count - defaults to Demandbase values. Mid-Market String Detailed
Revenue Range revenue_range

Customizable revenue band based on annual_sales - defaults to Demandbase values.

See below for complete list of default values.

 $1 - $1M  String Detailed
Audience audience

Classifies web traffic by defined categories (company size, vertical, origination) (only returned by the IP Address API)

Enterprise, Government, Residential String Always Delivered
Audience Segment audience_segment Sub categories within each audience for detailed information level (only returned by the IP Address API) University, Federal, Wireless Device String Always Delivered 
Marketing Alias marketing_alias Cleaned and/or shortened company name for use in messages, ads, or marketing copy Cisco String Detailed
City city The city of the organization identified. London String Detailed
State state The state of the organization identified.  Follows the ISO-3166 standard. OH String Detailed
Country Name country_name The country name of the identified company.Follows ISO-3166 standard. United States String Detailed
Account Watch Attributes watch_list.[user_defined_name] Unlimited set of custom attributes, defined by client, that may be added to the API response for a specified set of accounts/companies. watch_list.account_type: 'Tier1' [user-defined] Account Watch Response
Account Watch Attributes watch_list.[user_defined_name] Unlimited set of custom attributes, defined by client, that may be added to the API response for a specified set of accounts/companies. watch_list.account_status: 'Customer' [user-defined] Account Watch Response
Account Watch Attributes watch_list.[user_defined_name] Unlimited set of custom attributes, defined by client, that may be added to the API response for a specified set of accounts/companies. watch_list.campaign_code: 'Summer 2019' [user-defined] Account Watch Response
Account Watch Attribute watch_list.[user_defined_name] Unlimited set of custom attributes, defined by client, that may be added to the API response for a specified set of accounts/companies. watch_list.account_owner: 'John Smith' [user-defined] Account Watch Response

A complete list of Demandbase Firmographic Attributes is found here.

Note

Google does not allow IP addresses to be passed because they are considered PII.

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