It’s common to notice differences between the data in Demandbase Site Analytics and external analytics platforms like Google Analytics 4 (GA4) or Adobe Analytics. These differences are not errors - they're the result of how each platform is designed and collects data. This article explains why data may vary across platforms and offers tips to help align your reporting.
Why Data Discrepancies Happen
Multiple factors influence how each platform captures and reports website data. The following are some of the most common sources of misalignment:
| Feature | Demandbase | GA4 | Adobe Analytics | Tips |
|
Audience Focus |
Known business | All users (including non-business) | All users (including non-business) | Prioritize metrics that reflect business engagement when building and evaluating your ABM strategy. |
|
Measurement Unit |
Reports on Visits | Reports on Sessions and Events | Reports on Sessions and Hits |
Compare Demandbase Visits against GA4/Adobe Sessions. Don’t compare against Events or Hits. |
|
Bot and Test Traffic |
Filters out bot and test traffic | May include bot and test traffic unless manually filtered | May include bot and test traffic unless manually filtered |
In GA4/Adobe, use advanced filters to reduce noise. See Filter Out Bots. |
| Page Load | Varies by configuration | Varies by configuration | Varies by configuration |
Understand how differences in script execution timing can impact data collection methods across different platforms. To improve bounce rates, structure landing pages to encourage visitors to navigate to a second page. |
| Cookie Consent | Varies by configuration | Varies by configuration | Varies by configuration | Understand how cookie consent settings can impact data collection methods across different platforms. |
| Signal Tracking | Multi-sourced | Browser cookies and IP | Browser cookies and IP | Understand how each platform initiates and tracks visits. |
| Reporting Focus | B2B attribution and intent | Web behavior analytics | Web behavior analytics | Build segments and reports that focus on known business engagement. |
| Session Handling | Groups activities from the same account into greater sessions when applicable | Varies by configuration | Varies by configuration | Understand that session logic varies by platform and may not map one-to-one across platforms. |
Recommendations
You can minimize attribution gaps by implementing the following recommendations.
Integrate with Demandbase
Integrate Demandbase with GA4 or Adobe Analytics to:
- Minimize manual effort and reduce the risk of data mapping errors.
- Ensure parameters are consistently synced, helping prevent data discrepancies.
GA4
Demandbase maps firmographic data to GA4 page views using event parameters.
Adobe Analytics
Demandbase registers a load event that maps firmographic data (stored in Data Elements) to eVars. Adobe asynchronously calls the Demandbase IP-API and stores the data in local storage.
Align UTM Tracking Strategy
Inconsistent UTM tracking can create gaps across platforms. Here’s some tips to align data:
- Use GA4 Explore or Adobe Analysis Workspace when analyzing data.
- Optimize landing pages: Use CTAs and navigability in your landing pages to engage users.
- Look at the total number of sessions within UTM parameters: Session source pulls from utm_source or utm_medium.
-
The UTM parameters may be broader than what you're analyzing within Demandbase.
- What are the UTMs in the campaign creative? How do they compare to what you have set up in reporting?
- Some platforms don’t string match, which may cause discrepancies in tracking.
Filter Out Bots
In GA4/Adobe, filter out bots by applying the following:
- Filter out all traffic from the Linux operating system.
-
Filter out page referrers:
- https://aax.amazon-adsystem.com/
- https://aax-us-east.amazon-adsystem.com/
- https://storage.googleapis.com/
- https://www.google.com/
- https://www.example.com
Focus on Value, Not Volume
It's expected that data will vary across platforms due to their different tracking methods and goals. Instead of looking for matching numbers, focus on strategic alignment and interpreting insights in the right context.
Demandbase helps you understand which known businesses are actively engaging with your website, not just total clicks.
When analyzing data:
- Prioritize business engagement and firmographic data over raw traffic or total clicks.
- Use Demandbase insights to refine campaigns, personalize GTM strategies, and optimize B2B outreach.