Google Analytics - Attributes

Updated:

This article describes attributes available from the Demandbase IP Address API that are provided as part of demandbase GA implementation.

Note:

The default value for any attribute that isn't mapped to a value (but is available in the response) is Null

Demandbase Firmographic Attributes

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.

See below for complete list of default values.

Mid-Market

String 

Detailed 

Revenue Band

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 32 characters or less 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 2017'

[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_owner: 'John Smith'

[user-defined]

Account Watch Response 

Street Address

street_address

 

The street address of the organization identified.

221 Baker St.

String

Detailed

Fortune 1000

fortune_1000

 

Indicates if the organization is on the Fortune 1000 list.

true 

Boolean 

Detailed

Forbes 2000

forbes_2000

 

Indicates if the organization is on the Forbes 2000 list.

false 

Boolean 

Detailed

B2B

b2b

 

Indicates that the identified company primarily sells to other businesses.

 true

Boolean 

Detailed

B2C

b2c

 

Indicates that the identified company primarily sells to consumers or individuals.

false 

Boolean 

Detailed

Country Code

country

Two letter country ISO code for the identified company's location.  Follows ISO-3166-2 standard.

US

String

Detailed 

Primary SIC Code

primary_sic

Consensus SIC code as registered with the SEC for the identified company - For more information visit OSHA SIC Lookup

3625

String

Detailed 

Primary NAICS Code

primary_naics

Consensus NAICS code as registered with Census Bureau and Bureau of Labor Statistics (BLS) - For more information visit NAICS Code Lookup 

334118

String

Detailed

Employee Count

employee_count

The number of people employed at the organization identified.

1100

Integer

Detailed

Annual Revenue

annual_sales

For public entities, annual revenue is based on company-reported public records for the global HQ on all locations. For privately-held organizations, it is based on consensus estimate for the yearly sales revenue number.

5500000

Integer

Detailed

Website

web_site

Cleaned URL of the companies website

cisco.com

String

Detailed 

Stock Ticker

stock_ticker

Ticker symbol used by publicly traded company

CSCO

String 

Detailed 

traffic

 

 traffic

The traffic attribute indicates an approximation of the number of visitors a company's website receives in an average month.

 

"Very High", "High", "Medium", or "Low"

String

Detailed

Latitude

latitude

 

Latitude for the location of the organization identified.

 37.76969909667969

Float

Detailed

Longitude

longitude

 

Longitude for the location of the organization identified.

 -122.39330291748047

Float 

Detailed

 

 

 

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