How-To: Custom Reporting with Demandbase

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This How-To article will walk you through the basic steps of creating a custom report in Google Analytics that utilizes Demandbase Company Profile Attributes.

This article assumes that you have already integrated Demandbase with Google Analytics and have the Custom Dimensions properly defined.

Getting Started

Open the Google Analytics web page ( and navigate to the "View" that you would like to add the custom report to. Then click the "Customization" link at the top of the page.

Click on "+ New Custom Report"

Adding the Demandbase Company Profile Attributes

Setup a report tab as shown in the image below. Be sure to select "Users" under "Metrics" to be able to view the Demandbase Custom Dimensions.

You may also create a "Dimension Drilldown" using the Demandbase attributes:

Once you're finished. Click "Save" and view the report!

Note that Demandbase will always return a value for "Audience" and that this value should be very close to 100%. If it isn't, the causes are generally that the Demandbase connector code is not deployed across the entire site or that the date range of the report is outside of the window since your Demandbase implementation took place.

This report is very simple but it should help with understanding where Demandbase and Google Analytics tie together. Generally, you'll want to work with your analytics experts to create reports that uncover insight into your traffic. Demandbase adds an extremely valuable layer that uncovers visitor information that would otherwise be unattainable with standard Google Analytics reports.

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