Site Analytics and Channel Insights FAQs

  • Updated

Click the links below to view answers to common questions about Site Analytics features.

Channel Insights FAQs 

The following FAQs answer your questions about Channel Insights (/UTM Parameters):

What actions can I take from Site Analytics insights?

Depending on the behavior of the audience on your company website, you can  take relevant actions to drive business accounts forward in the buyer journey. 

With Site Analytics you can filter audience data and save the resulting insights as a new audience to use in your next Demandbase campaign or export audience for third party integrations.

How is Site Analytics different from third-party analytics solutions such as Google Analytics  and Adobe Analytics? 

Site Analytics provides a self-service option, account-based lens to site traffic analysis and a seamless integration with the Demandbase ABM Platform that third-party web analytics solutions such as Google Analytics and Adobe Analytics do not provide. 

Site Analytics significantly reduces time to insight and time to action for marketers. 

What are some examples of site traffic analysis that I can do using Site Analytics?

Site Analytics can be used to analyze account activity on your website: which accounts are aware of your brand, which accounts are highly engaged, and which accounts are ready for sales handoff. 

Similarly, Site Analytics can be used to understand your website performance: which landing pages are drawing audience interest, and which pages need to be redesigned or personalized for your audience.

How can I use Site Analytics to measure brand awareness?

As a marketer, you can identify target accounts for your advertising campaigns. When Ads are served to buyers/influencers of the target accounts, these users click the ads and land on your company’s website. Site Analytics can be used to determine the accounts that have visited one or more pages of your website to measure awareness.

How can I use Site Analytics to measure site engagement of my audience?

Using Site Analytics, you can determine the number of pages visited by an account. You can define your own criteria of the minimum number of pages that an account needs to visit for engagement. You can then use the Site Analytics filtering capability to only pull accounts that meet your engagement criteria to determine which accounts are in engaged mode. 

Can I use Site Analytics to track behavior of specific accounts on my site?

Yes. You can search and add one or more accounts to your account search filter in Site Analytics to check the pages visited by those accounts.

I plan to launch a Demandbase advertising campaign which will run for a month. How do I know if the campaign is generating site traffic and progressing well?

Marketers want their digital advertising campaigns to reach business users who will most likely buy their company’s products  and services. When business users click on such digital advertisements, they land on B2B marketer’s company website. Marketers want to ensure business users are presented with the right content, so businesses advance in their buying journey. Site Analytics offers account and page view weekly trends against a target audience for user defined time interval. This trend report can be used to monitor campaign progress.

I launched a retargeting campaign for my target accounts that are not progressing beyond the awareness phase. How do I measure if my campaign generated any lift using Site Analytics?

Site Analytics can be used to determine the %  change in page views after launching a campaign to measure the lift generated by a campaign. The % change in page views is available at a page level granularity. 

How can I use Site Analytics to measure conversion?

When a prospect completes a call to action such as form completion, white paper download, signup completion etc. on your company's web site, such an activity is considered a conversion. 

You can use Site Analytics to determine which accounts have visited your call to action pages on your site. You should design your site so that when a user completes a call to action, you take the user to a conversion page such as a thank-you page. In Site Analytics, you can then determine the number of accounts that landed on the conversion pages to measure conversion rate.

How can large enterprises with multiple divisions leverage Site Analytics for tracking their site traffic?

Large enterprises have multiple product lines and each division cares about website traffic for their product line. These companies want to know: Are Accounts visiting web pages associated with product lines owned by my division? If so, is that trending in the right direction over time using intervals of my choice?

By selecting only website root folders that are relevant for a division, large enterprises can track traffic for their division.

How are Audiences used in Site Analytics? 

You can leverage existing audiences in Demandbase to analyze site traffic activity of that audience. Alternatively, you can start off with a question, get insights in Site Analytics and create a new audience in Site Analytics for targeting, engagement and conversion. 

How can I use Site Analytics to track which channel(s) are most effective at driving traffic for an audience segment?

Site Analytics can be used to measure channel effectiveness – account acquisition by channel and pages visited from a channel. 

You can leverage UTM parameter support in Site Analytics to determine which channel (social media, direct, search engines) is driving traffic to your website, so you can decide on channel investments.

I want to be able to compare site activity across audience sets. For example, I need to be able to compare site visits across channel sources. How do I visualize such an insight?

You need to create the audience segments that give the site visits for the desired channel sources. From there, you need to use ABM Analytics to build a comparison chart for the desired time interval. ABM Analytics allows you to search for pre-created segments that define an audience in a stage. For example, the audience in the stage where channel source = facebook.

What intervals are supported for duration?

Supported predefined intervals for duration include: daily, weekly, and monthly. You can choose an interval of your choice for chart rendering.

What is the difference between ABM Analytics and Site Analytics?

ABM Analytics provides summary level audience funnel progression spanning three signal types – website traffic, intent signals and CRM status. Site Analytics enables in-depth analysis of audience behavior on a marketer’s website. 

Can I use Site Analytics even if I only use Demandbase Targeting?

Yes, Site Analytics is available for customers having any of the Demandbase solutions. Customers who only purchased Targeting can take advantage of Site Analytics for advanced analysis.

How are Profiles used in Site Analytics?

Profile information is not used in gathering website traffic. Website traffic is pulled for the domain associated with the Demandbase tag used by the customer. A profile is only used when creating a new audience from Site Analytics. 

What constitutes a channel? 

A channel provides a means for a customer touch point with your brand. The dimensions (source, medium, campaign and referral) associated with a channel provide context about a channel.

For instance, direct response, direct traffic, organic search, paid search ads, display ads, social media, email etc. are examples of channels. 

LinkedIn, Facebook are example sources within social media channels. Similarly, Google and Demandbase ads are example sources within a display ads channel.

Does Site Analytics provide any default definitions for channels?

No, Site Analytics does not explicitly call out channel definitions but relies on channel dimensions (source, medium, campaign and network referral) and corresponding values as defined by the customer to provide needed context to the user for reporting.

What are some examples of Channel Insights from Site Analytics?

Broadly speaking, you can get account based and site centric insights by channel. 

  • Account-based - accounts acquired or converted via channel dimensions (source, medium, campaign).
  • Site centric - landing pages and content consumed by different account types or cohorts tracked by tagging pages with channel URL attributes (source, medium, campaign URL attributes). 

How can I use Site Analytics to determine which channel sources influenced account acquisition?

Site Analytics can be used to track which accounts visited which web pages through each channel source – for example: Demandbase and Google. This allows you to determine various digital touch points (for example:  first touch versus last touch) with the buyer.

How can I use Site Analytics to determine which accounts acquired from a channel source are transacting (converting) well with my content?

You can track page level conversions per channel source to determine which channel helped drive a conversion.  

How can I compare performance between two channel sources (for example,  Demandbase ads versus Google ads)?

You can track page visits and accounts for each of the sources in Site Analytics to compare channel performance.

How can I use Site Analytics to determine which campaigns influenced account visits to my website?

You can select a campaign you are interested in from the list of campaign values and find out which accounts visited your website via that campaign using Site Analytics.

What UTM parameters do I need to supply to track channel performance using Site Analytics? 

Site Analytics will leverage the following URL/UTM parameters to track channel performance.

Campaign Source



Use utm_source to identify a search engine, newsletter name, or other source.

Example: google

Campaign Medium



Use utm_medium to identify a medium such as email or cost-per- click.

Example: cpc

Campaign Name



Used for keyword analysis. Use utm_campaign to identify a specific product promotion or strategic campaign.

Example: utm_campaign=spring_sale

What constitutes a Referer?

An http request carries http referer header information. The Referer information tracks the request origin URL (back link).

For example - Referer =

Both domain and full path information is useful. Domain information is useful to determine organic traffic to your site. If you are getting a lot of requests from the same domain, then you would be interested in the rest of the path. Site Analytics will track domain information from the referer. 

When do I inspect (or apply filter for) traffic from Referer domain versus from URL/UTM parameters?

When an account is visiting your site organically from Google search or from a webpage that falls outside of your website purview/scope, then UTM/URL parameters that you provide for your campaigns, don’t apply for such a case. In such a case, you need to use a network (/document) referer.

Do I need to worry about dependencies among channel dimensions?

You need to know what insight you are interested in and correspondingly select source, medium, campaign and referrer filter values accordingly. There is no hard dependency among channel dimensions. For instance, if you only care about referer traffic, there is no point choosing filter values for source, medium and campaign URL parameters in Site Analytics. 

How do I know which site visits are direct traffic to my website?

By excluding site traffic from all channel dimensions (sources, medium, campaign and referrers), you’ll get direct traffic to your website. 

By default, Site Analytics includes site traffic from all channel dimensions and direct traffic. 

Can I use the Google campaign URL builder for preparing my URLs and view the Channel Insights in Site Analytics?

Yes. You can hand create URLs or use third-party tools such as Google campaign URL builder.

How can I use Site Analytics to optimize my website content for a channel?

Using the page URL + source + medium values as filters in Site Analytics gives you the necessary insight on how a content optimization is performing for a channel. For instance, a marketer can tell if more accounts visited or converted due to site optimization. 

Web pages can be personalized/optimized for each channel. For instance, if a prospect is presented with a discount coupon through a channel (Google), when a user lands on the website from the channel, the web page can provide context about the discount offered to the user. 

How can I use Site Analytics to coordinate across channels?

You can track insights and take actions via Site Analytics throughout the buyer journey and thus coordinate across channels. 

As you launch campaigns to progress a buyer from initial touch and final purchase, you measure progress (via insights) and take actions (create an audience for third-party activation) via Site Analytics along the way. For example, a banner ad campaign -> webinar -> email.

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