Google Analytics Implementation Guide
The Demandbase tag sends Company Profile Attributes to custom dimensions in Google Analytics. Google Analytics integration allows a deeper dive into the data with customized reports.
Implementation Steps Summary
- Ensure Demandbase Tag is deployed to your website
- Ensure you have Google Analytics Universal or Universal Premium
- If you have multiple Google Analytics properties on you website: Add tracker name to each GA property
- Select Demandbase attributes to capture in the Demandbase Setup (Attribute Selection Guide)
- Grant edit access to your Google Analytics property to firstname.lastname@example.org
- Set up Custom Dimensions in your Google Analytics in line with what's been created in the Demandbase Setup
- Check the data flow into your Google Analytics (Data Flow Guide)
- Set up basic reports (Basic Reporting Guide)
Step 1: Ensure Demandbase Tag is deployed to your website
A link to Demandbase Tag and deployment instructions should have been sent to you by the Demandbase Support Team. If you did not receive the email, contact your Customer Success Manager.
Step 2: Ensure you have Google Analytics Universal or Universal Premium
If you are using Google Analytics Classic or Google Analytics Classic Premium, please follow the upgrade instructions in the Classic to Universal Upgrade Guide.
Step 3: If you have multiple Google Analytics properties on your website: Add a tracker name to each GA property
It is a best practice to assign a tracker name to each Google Analytics if you have more than one instance. Without a tracker name, there is no guarantee data passes correctly. Demandbase data will flow into whichever instance loads first each time. If you intend to utilize a tracker name in Google Analytics, please notify your project manager or Customer Success Manager.
Below are instructions on how to add a tracker name:
Step 4: Select Demandbase attributes to capture in Demandbase Setup (Attribute Selection Guide)
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 our clients to 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
For instructions on how to choose attributes, go to the Attribute Selection Guide.
Step 5: Grant edit access to your Google Analytics property to email@example.com
Step 6: Set up Custom Dimensions in your Google Analytics in line with what's been created in the Demandbase Setup
Check out this video that gives you an overview of this process:
- Sign in to Google Analytics.
- Navigate to the appropriate GA Property.
- Click Admin, and navigate to the property to which you want to add custom dimensions.
- In the Property column, click Custom Definitions > Custom Dimensions.
- Click New Custom Dimension.
- 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.
- Set the Scope to Session.
- 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.
- Click Create or Save if editing an existing dimension.
Step 7: Check the data flow in your Google Analytics (Data Flow Guide)
Step 8: Set up basic reports (Basic Reporting Guide)