Add Custom Attributes to Your Audiences

  • Updated


Solutions to Use

  • Demandbase ABM Platform (Required)


Custom Attributes are your own data points about your accounts you can add and use in ABM Platform to add even greater control over filtering and segmenting audiences and data. You can add attributes for anything your company tracks about customer and prospect accounts.


Review the following topics to learn how to get started with setting up and using custom attributes.

Identify Your Custom Attributes

Deciding on the right custom attributes is an important step in planning your audience management strategy. The data points you select for your custom attributes can affect the choices you make for audience management in the ABM Platform. We recommend including any data relevant to your business operations that you would want to access in the platform for segmentation or reporting, or in your other system such as Google Analytics (GA).

Recommended Custom Attributes

Consider setting up custom attributes to track one or more of the following data points and use them to manage audiences in the ABM Platform. After you set them up you can update them later on as your business needs change.

  • Product Purchases/History
  • Adoption/Implementation Status
  • Funnel Stage (e.g. Prospect, Engaged in Sales Cycle, Customer, Churned)
  • Relationship (e.g. Account Owner, Assigned SDR, Assigned Solution Consultant)
  • Number of open opportunities
  • Product Interest
  • CRM Mapping data (Account IDs)

Set Up Your Custom Attributes

You set up custom attributes from the Audiences page in the ABM Platform. When you create or update an audience using either the Upload or CRM options, simply include an additional column for each custom attribute you’d like to add. Your attributes will be displayed by default in the platform at the account level and available for you to apply in the filters section.

Setup Steps

Step 1: Prepare Your CSV or CRM Report

When you create an audience from an uploaded .csv file or from CRM report integration, any column in your file not recognized by the ABM Platform is pulled in and will be available as a new custom attribute at the account level and as filter options. There is no maximum number of attributes - include as many as you want.

In the example below there is one custom attribute that will be ingested in Column C called “Account Owner.” This custom attribute will become visible in the ABM Platform within audience filters once it is uploaded in Step 2. The user could then segment the audience by applying the Account Owner custom attribute as a filter to include only the accounts owned by John Doe.


NOTE: Some attribute fields are reserved and cannot be used for your custom attributes because they are already being used elsewhere in the ABM Platform. Click here for a list of reserved attribute fields.

Step 2: Create an Audience

2.1. From the Audiences page click Create a New Audience and select Use an existing account list to upload a .csv file or CRM to use Salesforce report integration.

2.2. Save the audience.

Step 3: Adjust Activation

After you create the audience your attributes will be added to the ABM Platform and will be active by default for audience management. Your next step is to decide which attributes you want to activate in the Demandbase API, and deactivate any that you don’t want to be visible for audience management in the ABM Platform.

3.1. In the ABM Platform click the cogwheel icon and navigate to Settings > Custom Attributes.


3.2. In the Active for Demandbase API column, check the boxes for the attributes you use with your integrations and with Demandbase Site Customization. The Demandbase API response will include the attributes you select.

3.3. In the Available for Audience Management column, check the boxes for each of the custom attributes that you want to use in the ABM Platform to filter your accounts.

3.4. If you have an integration set up with Google Analytics you can determine which attributes are currently mapped for use in Google Analytics in the Configured for Google Analytics column.

NOTE: You must have an admin-level account to save changes to these settings.

Update Your Custom Attributes

Eventually you may want to add, change, or delete your attributes. You can do this anytime for audiences you created when you first uploaded a CSV file. By using the Re-upload option you can upload a replacement CSV file with containing the accounts plus the new or adjusted columns and the values will change across the accounts in the ABM Platform.

NOTE: The Re-upload option is only available for audiences you created using a CSV file upload.

Steps for Re-uploading Custom Attributes

Step 1: Prepare your CSV file

To add or change an attribute value, prepare a CSV file as follows.

  • To add a new custom attribute create a new column in your CSV file.
  • To change custom attribute values, upload the same list of accounts with new attribute values for the attributes you want to override
  • You have the option of replacing the existing value with a space or dash through your CSV file.
  • To change the attribute name shown in the ABM Platform and attribute key returned in the Demandbase API, hover over the Custom Attribute Key displayed beneath the name and click to edit. Then scroll to the bottom and click Save. Screen_Shot_2019-06-17_at_3.27.46_PM.png

Step 2: Upload the CSV file

2.1. From the Audiences Page, click the settings icon to the right of the audience name.

2.2. Select Re-upload audience.

2.3. Upload your file and click Save.


Steps for Deleting Custom Attributes

When you delete custom attributes the selected custom attribute(s) are removed from the ABM Platform as well as all of the associated data for each custom attribute.  

Step 1: Navigate to the Custom Attributes Tab for a Specific Account

1.1 In the ABM Platform, click the Audiences tab and click the name of the audience you want to work with.

1.2 Click into the expanded view for an account in the audience you selected in the previous step.

1.3 Navigate to the Custom Attributes tab.

Step 2: Identify the Names of the Custom Attribute(s) You Want to Delete

2.1 Note the name of the custom attribute(s) and the associated custom attribute keys that you want to delete.

2.2 Click the Manage Custom Attributes button to open the Custom Attributes Management page.


Step 3: Delete Custom Attributes(s)

3.1 Select the custom attribute(s) you want to delete.

3.2 Click Select an action.

3.3 Select Delete.


NOTE: The following tasks are not yet available in the ABM Platform for you to do on your own. If you need to complete these items, contact your CSM who will ensure someone on the Demandbase team takes care of these for you.
  • Map attribute names to attributes you expect to see in another system such as Google Analytics.
  • Configure an integration with a receiving application.
  • Rename attributes names that don't match the mapping in an integration configuration.

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