Adobe Customer Attributes Data Connector Setup Guide



The Demandbase Customer Attributes Data Connector delivers Company Profile information about website visitors to the Adobe Marketing Cloud (including, Adobe Analytics).  

After completing this Implementation Guide, Demandbase Company Profile data is loaded hourly into Adobe Customer Attributes.

How it Works

The Demandbase Customer Attributes integration is an hourly, server-to-server ("back-end") process that loads Company Profile information into the Adobe Marketing Cloud for website visitors from the previous hour.  

The integration uses a combination of the Demandbase IP Address API and the Adobe Data Connectors/Data Warehouse API to:

  1. Retrieve the integration settings for each configured Report Suite.
  2. Download Data Warehouse reports containing IP address and Marketing Cloud Visitor ID.
  3. Retrieve the Demandbase Company Profile for each visitor and associate it with the Marketing Cloud Visitor ID.
  4. Upload the selected Demandbase Company Profile attributes to Adobe Customer Attributes (which subsequently flows into Adobe Analytics).

Implementation Guide


The following steps are required in order to use the Demandbase Customer Attributes Data Connector.

  1. Must have Adobe Analytics Standard or Premium (Premium is preferred as it provides 200 Customer Attributes, Standard has only 3.).
  2. Must join the Adobe Marketing Cloud and connect Adobe Analytics to the Marketing Cloud.
  3. Must have Data Warehouse enabled for all Report Suites where Demandbase data will be used. (Most Adobe Analytics instances already have this.)
  4. Admin user must be added to the Customer Attributes Group in the Marketing Cloud.
  5. Unaltered/un-obfuscated IP address must be stored within Analytics.
    Within each Report Suite that will use the integration, go to General Account Settings, and ensure both IP-related options are Disabled as shown here.

  6. Add the Visitor ID Service to Adobe deployment code (generally required on every page of a website).
  7. Map the Marketing Cloud Visitor ID.  This step involves modifying the Adobe Analytics deployment code, which requires a web developer, DTM admin, or Adobe Consultant, depending on the AA deployment setup.

    Note: Data will not be available in Adobe Analytics until this step is completed.

    Place this snippet in the AA deployment code (with the Visitor ID Service).
     * Supports Demandbase Customer Attributes integration
     * Map the MCVID to itself via the alias "demandbase"
      function map_mcvid(retry) {
    var mcvid = visitor.getMarketingCloudVisitorID();
        if (mcvid) {
            visitor.setCustomerIDs({ "demandbase": mcvid });
            //Optional - replace N with actual eVar #:
             //s.eVarN = mcvid;
        } else if (retry) {
            window.setTimeout(function() { map_mcvid(false) }, 1200);

    Optional: Deploy using Adobe Dynamic Tag Manager (DTM):

    • If using DTM to deploy, use this snippet instead.  
    • Create a Page Load Rule, and load the script at the bottom of the page to ensure this code runs after the Visitor ID Service is loaded.
  8. Verify this script is deployed on a website by running:


    Deploying without DTM (in VisitorAPI.js):

    Using DTM:

Step I - Configure Customer Attributes

Once all prerequisites have been verified, including deploying the Marketing Cloud Visitor ID (MCVID) mapping snippet, the next step is to define the Customer Attributes, associate them with the MCVID alias and setup the subscription to Adobe Analytics.

First, review the Adobe documentation on this setup process.

  1. Login to the Adobe Marketing Cloud
  2. Click Customer Attributes in the left navigation.  (If you do not see Customer Attributes in the left navigation, complete the Prerequisites above.)
  3. If this is the first time setting up Customer Attributes on your Marketing Cloud Account, then enter admin user information, and click Accept to agree to the terms:
  4. Click  to add a new Data Source.
  5. Enter any Name, such as 'Demandbase Company Profile' and a Description

  6. Enter the Alias ID "demandbase".
    1. Note: the Alias ID must match the name in the JavaScript added to the AA deployment code (see Prerequisites above).
    2. This is used to map the Marketing Cloud Visitor ID (MCVID) to itself, so data can be associated to it.
  7. Under File Upload, select FTP.
  8. Proceed with the FTP Setup.
    1. Any username is ok
    2. Be aware that the password will be shown in plaintext later
  9. Record the User Name and Password entered.
    (These are required later in the Data Connector Wizard.)
  10. Click Create FTP Account.
  11. Once created, record the URL of the FTP site.
    (Typically, or
    Then, click Done.

  12. The next step is to name the Customer Attributes to be collected.
    This is accomplished by providing a "schema" (that is, a list Customer Attribute names) by uploading a CSV file with a header row containing the names.

    The names of the attributes need to match the Demandbase API variable name.

    To build/upload the CSV file:
    1. Download the sample_ca_schema.csv.
    2. Open the file with a text editor.  Do no open the file with MS Excel.
    3. In the header row, enter a comma-separated list of the Demandbase API variable names of the attributes the to be captured.
    4. Keep the schema file handy in a text editor. This will need to match the entries in the Data Connector Wizard later.
    5. Note: the header row must begin with "Marketing Cloud Visitor ID" (including the quotes!!), otherwise the first attribute in the row will be excluded.
    6. Note file requirements from Adobe:
      File Requirements
  13. Click Browse, and upload the CSV file configured in the previous step.

  14. Upon successful upload, verify that each attribute in the uploaded file appears in the schema.
  15. Verify that each attribute in the schema is a Demandbase API variable name.

    For Account Watch and HQ hierarchy fields, use the "flattened" variable name common to Demandbase Tag. (e.g. watch_list_my_var_name, domestichq_industry, worldhq_company_name, and so on.)

  16. Next, configure a Subscription to send Customer Attributes to Adobe Analytics.  Click Add Subscription.

  17. Select Analytics under Solution, then select the desired Report Suites.

    Note: Step II Data Connector Wizard, must be completed for each Report Suite selected in order for Customer Attributes data to flow into Analytics.



  18. Select the attributes to add (select all attributes that were in the schema file).

  19. Click Save.

Step II - Data Connector Wizard

After Customer Attributes are configured, setup the Demandbase Data Connector, to provide data to the Customer Attributes. This process is repeated for each Report Suite where the data is will be used.

  1. From the Adobe Marketing Cloud, navigate to Analytics, then click Data Connectors under the Admin Tools box.
  2. From Data Connectors, locate the Demandbase CA Data Connector (under Other category) (or Labs category, during beta).  Then, drag the connector into the puzzle to begin setup.
  3. Select a Report Suite, and name the Data Connector.  (It's useful to include the Report Suite in the name.)
  4. Enter the Demandbase API key provided for Adobe Analytics.
    This unique key used only for Adobe Analytics is provided via email when purchasing Demandbase for Analytics.  To confirm the proper key to use, ask your Customer Success Manager or Demandbase Services Consultant.  

  5. In the text boxes provided, enter a comma-separated list of attributes in the same order provided in the Customer Attributes schema file above.  Spaces between attribute names are optional, however, commas separating each attribute are required.

    Inputs in Adobe Data Connector Wizards can only accept 255 characters, so in order to accommodate a breadth of Demandbase use cases, there are 3 boxes. In most cases only the first box will be used.  

    Any attributes can be put in any boxes, but the order and attribute name must match those of the Customer attributes schema file. 

    If using Account Watch and HQ Hierarchy attributes, use the same notation as the Demandbase Tag JS API.



  6. Enter the Customer Attributes FTP information recorded during the CA setup. Password field is plain-text on this form.

  7. Under Data Settings, do not check any Segments.  (These do nothing.)  The All Visits segment is automatically included for API access.

  8. Check both boxes under Access Requests, then click Save to give the integration permission to access the required data points from Adobe Analytics.
    (Checking both boxes under Access Requests is required.)

  9. The exported report will show in the Data Out tab, however, Data In does not yet apply to Customer Attributes.

Step III - Using Customer Attributes in Analytics Reports

  • Customer Attributes reports are under Visitor Profile in the AA reporting interface.  The name of the report for each attribute matches the Demandbase API variable name provided in the schema file in the CA setup.
    (View All Reports > Visitor Profile > Customer Attributes > [attr_name])
  • A report for each Customer Attribute selected in the Subscription in the CA setup is automatically added.
  • The Customer Attributes Data Connector integration runs hourly, providing updates for website visitors from the previous hour.  It may take several hours (up to a day or so) after completing setup to verify in reports. Further expect new visitors from the previous/current hour will not have Customer Attributes data.

Understanding Default Values in Customer Attributes Reports


The default value used to indicate a visitor's IP address belongs to an Internet Service Provider, rather than a specific business.

  • Visitor's IP is not tied to a Demandbase SID.
  • Demandbase Audience attribute has a non-company value like "Residential", "Wireless", or "Bot".


The default value sent by the CA integration if a Demandbase attribute does not have a value.

  • Includes both null values (rare, most common for custom Account Watch attributes) and detailed attributes that are not available for a classified visitor.
  • [N/A] is an expected value, and will appear regularly. This does not indicate an integration issue, however it may be a signal tied to sales or marketing action.
  •  If the Audience attribute indicates "SMB", then [N/A] is used instead of [ISP], if no Demandbase SID is tied to the visitor's IP address.
Unspecified is and Adobe Analytics default value that indicates no data has been provided.  Common causes of "Unspecified" are:
  • Visitors that do not have a MCVID. Most commonly happens when a customer has only recently deployed the Visitor ID Service and the mapping code in Step I. These should gradually reduce over time as most visitors eventually get assigned an MCVID.
  • Visitors from the last hour.  Reduce the % "Unspecified" by excluding the current day and the previous day from the report date range.  (It takes extra time for Adobe to process data from Customer Attributes into Analytics. The integration runs hourly for visitors from the previous hour.)
  • Processing delays - Adobe processes data into Customer Attributes first, then it must be delivered into Adobe Analytics.  Some "Unspecified" values will always show, even if the Customer Attributes upload from the previous day shows "Complete" due to this delay.
  • Adobe FTP site for outages/queued files. Contact Adobe Customer Care if there are unusually high levels of "Unspecified" in reports.
  • For additional details, see Adobe's article: None, Unspecified, Unknown, and Other in reporting


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