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.