Context
If you use a tag manager other than Adobe Launch or don't use a tag manager, Demandbase can integrate with Adobe Analytics via the deployment of specific Demandbase scripts. (Note that these scripts are separate from the scripts used for the Demandbase Tag.) This integration method passes Demandbase account firmographic attributes to the context data object and then to your Adobe Analytics report suite on each page view.
Demandbase recently released an updated version of the Demandbase IP-API, version 3, that can be used with this integration method for Adobe Analytics. The updated IP-API version provides improved account identification accuracy and broader account coverage.
Changes to the API response for IP-API v3 include:
- New firmographic attributes
- Deprecated firmographic attributes
- Updated method for adding custom firmographic attributes
New Firmographic Attributes
The following table shows the new firmographic attributes in IP-API v3. To see all the firmographic attributes in IP-API v3, see Reference: Firmographic Attributes Overview for Demandbase IP-API (Updated v3 Version).
| Attribute Name | API Variable Name |
| Company ID | company_id |
| Fax Number | fax |
| Equifax ID | efx_id |
| Company LinkedIn URL | company_linkedin_profile |
| Company Status | company_status |
| Company Type/Ownership | company_type |
| Business Structure | business_structure |
| Parent Company ID | parent_id |
| Parent Name | parent_name |
| Ultimate Parent Company ID | ultimate_parent_id |
| Ultimate Parent Company Name | ultimate_parent_name |
Deprecated Firmographic Attributes
The following table shows IP-API v2 firmographic attributes that are no longer available in IP-API v3.
| Attribute Name | API Variable Name |
| Demandbase ID | demandbase_sid |
| B2B | b2b |
| B2C | b2c |
| Traffic | traffic |
| Latitude | latitude |
| Longitude | longitude |
| HQ SID | hq_sid |
| Domestic HQ SID | domestichq_sid |
| World HQ SID | worldhq_sid |
| HQ | hq |
| Domestic HQ | domestichq |
| World HQ | worldhq |
Important: If you upgrade to IP-API v3 and currently use any of the deprecated attributes, the existing integration with Adobe Analytics continues to work. However, the deprecated attribures will no longer send any company data to Adobe Analytics.
Steps
- Locate the Demandbase Adobe scripts.
The API endpoint to update appears in your tag manager or domain's HTML template as a group of scripts similar to the following examples. These examples include generic placeholders for the DB Tag UID and DB API Key values which are unique for your domain's configuration.
Tip: To search for these scripts, look for scripts that include &callback=Dmdbase_CDC. - To update the IP-API endpoint, replace the v2 value in the script URL with v3 as shown in the following example.
Before:<script scr="//api.company-target.com/api/v2/ip.json?key=[DB_API_KEY]&callback=Dmdbase_CDC.callback"></script>After:<script scr="//api.company-target.com/api/v3/ip.json?key=[DB_API_KEY]&callback=Dmdbase_CDC.callback"></script> - Publish the changes to production.