Enable Your Sales Team using Demandbase Data in Google Analytics

  • Updated
Solutions to Use
  • Demandbase Google Analytics Integration (Required)
  • Google Analytics (Required)


At the heart of ABM is the marketing team's ability to enable their sales partner's by providing actionable insights on target accounts. To do that you need to answer two key questions for your sales team. Who should they talk to? What should they talk about? Demandbase's Google Analytics (GA) integration allows you to answer these two questions using account-based data.


Follow these steps to use the integration to track content consumption and take action. If you have any questions please reach out to your Customer Success Manager.

Step 1: Set Up the Sales Enablement Report

View the video for a walk through of the Sales Enablement Report setup steps. The instructions are also included below.

1.1. Enter your Google Analytics instance and click Customization.

1.2. Click New Custom Report.

1.3. Name your report -- for example, “Demandbase Sales Enablement.”

1.4. Go to Type and confirm it is defaulted to Explorer.

1.5. Add the Metrics.

We recommend including the following Metrics, but you can choose whatever metrics suit your needs best: 

  • Pageviews
  • Time On Page 

1.6. Add the Dimensions.

Explorer reports in GA display the dimensions you set here in a three-layer drill-down format. We recommend including following dimensions in this drill-down order: 

  • Layer 1 -- Region: Lets you identify the sales person or team. 
  • Layer 2 -- Company Name: Let’s you see the names of each identified company on your website during a specific time period.
  • Layer 3 -- Pages: Shows you all the pages on your site that a company viewed on your website during the time period.

1.7. Add the following Filters:

  • Exclude Company Name > Regex > "YOUR COMPANY NAME": This removes visitors from your own company
  • Exclude  Company Name > Exact > "(Non-Company Visitor)": This removes visitors from unidentified companies.

1.8. Click Save.


  • If you have an "Account Watch List" setup you can use Demandbase's "Account Watch Owner" Dimension which shows the names of sales people assigned to an account. 
  • Feel free to play around with the metrics, dimensions, and filters to adapt it to your organization’s needs.

Step 2: Adjust the Date Range

Google analytics defaults to seven days and top 10 accounts, so feel free to expand the dates and number of companies on the report to suit your needs.

Step 3: Interpret and Take Action

Here are recommendations on how your sales team can use the report data to take action.

  • Use Company Name to answer the question, “who should I talk to” when deciding which companies to reach out to.
  • Use Pages to answer the question, “what should I talk about” when starting a conversation with a prospect.
  • Use the Time on Page metric to see what a company is interested in this content because they've spend significant time consuming this content. So this would be information that your salesperson might need to know when starting a conversation with a prospect.

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