Identify Opportunities using Demandbase Data in Google Analytics

Overview

In a typical Google Analytics (GA) instance it is impossible to identify opportunities on your website unless the website users fill out a form. Even that, is unreliable. We know for example that roughly 3% of users will fill out a form on your website. And of those only 30% of them will have accurate, actionable data. So how do we identify opportunities on our website without depending on form-fills? Demandbase's analytics integration solves that problem for you.

Steps

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

• Step 1: Set Up the Opportunity Report
• Step 2: Adjust the Date Range
• Step 3: Interpret and Take Action

Step 1: Set Up the Opportunity Report

View the video for a walk through of the Opportunity 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 Opportunity ID.”

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: 

• Sessions
• Pageviews
• Users 

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 -- Audience: Lets you evaluate your traffic by company size to start.
• Layer 2 -- Industry: Useful if you have a target industry in mind - you can also substitute in "Sub-Industry" or "Country Name" depending on what your needs are
• Layer 3 -- Company Name: Let’s you see the names of each identified company on your website during a specific 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.

Step 2: Adjust the Date Range

GA 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. We recommend setting the date range to at least a 30 day period if not longer to accurately assess companies’ on-site engagement over time.

Step 3: Interpret and Take Action

As an ABM best practice to identify an opportunity through Google Analytics accounts should meet ALL four opportunity criterion.

1. The account has repeated (2 or more) visits on-site (sessions, users) 
2. The account has engaged on-site (pageviews)
3. The account is an ideal target for your company (target market, revenue potential, etc.)
4. The account is not currently on your list of target accounts

Once you’ve identified an opportunity in GA, add it to the relevant audience in Demandbase’s ABM Platform and to your Account Watch list if applicable.