The Demandbase Tag sends Company Profile Attributes to custom dimensions in Google Analytics (GA). GA integration allows a deeper dive into the data with customized reports.
Implementation Steps Summary
- Step 1: Ensure Demandbase Tag is deployed
- Step 2: Ensure you have GA Universal or Universal Premium
- Step 3: Add a tracker name to each GA property
- Step 4: Select Demandbase attributes to capture
- Step 5: Grant Demandbase access to GA
- Step 6: Set up custom dimensions
- Step 7: Check the data flow
- Step 8: Set up custom reports
Follow the instructions provided to you via email from the Demandbase Support Team to deploy Demandbase Tag to your website.
If you are using Google Analytics Classic or Google Analytics Classic Premium, please follow the upgrade instructions in the Classic to Universal Upgrade Guide.
If you have multiple GA properties on your website we recommend assigning a tracker name to each one. Without a tracker name, there is no guarantee the data will pass correctly. Demandbase data will flow into whichever instance loads first each time.
Demandbase provides you with over 40 firmographic attributes you can collect about company traffic coming to your site. With Google Analytics Universal you are allowed up to 20, because of a limit on the number of custom dimensions you can set up. Below are the 16 attributes we recommend starting start with.
- Demandbase SID
- Company Name
- Audience segment
- Country Name
- Marketing Alias
- Sub Industry
- Revenue Range
- Employee Range
- Account Watch - Status
- Account Watch - Type
- Account Watch – Campaign Code
- Account Watch – Account Owner
You will need to set up Demandbase with edit access to your Google Analytics property using firstname.lastname@example.org.
Within GA, set up custom dimensions in line with what has already been created in the Demandbase Setup. Follow these steps.
6.1. Sign in to Google Analytics.
6.2. Navigate to the appropriate GA Property.
6.3. Click Admin, and navigate to the property to which you want to add custom dimensions.
6.4. In the Property column, click Custom Definitions > Custom Dimensions.
6.5. Click New Custom Dimension.
6.6. Add a Name. This can be any string, but use something unique so it’s not confused with any existing dimension or metric in your reports.
6.7. Set the Scope to Session.
6.8. Check the Active box to start collecting data and see the dimension in your reports right away. To create the dimension but have it remain inactive, uncheck the box.
6.9. Click Create or Save if editing an existing dimension.
NoteThe Custom Dimensions are correlated to Demandbase attributes by index, NOT by variable name. Be sure to create the Custom Dimensions with the same indexes as found in your Demandbase Google Analytics Connector mapping. If you make a mistake, simply rename the Custom Dimension or rearrange the Demandbase mapping.
From within GA, confirm that Demandbase data is flowing in to GA.
From within GA, create a set of recommended custom reports to see and analyze your account-based data.