Integrate Google Universal Analytics and Demandbase

  • Updated

Important: This article only applies to Google Universal Analytics. For Google Analytics 4, see the following articles:


The Demandbase Tag sends Company Profile Attributes to Custom Dimensions in Google Analytics (GA). The Demandbase One integration lets you take a deeper dive into the data using customized reports within GA.


You must have Google Analytics Admin permissions.

Step 1: Ensure the Demandbase Tag is Deployed

If you have not deployed the Demandbase Tag to your website, see Deploy Demandbase One Tag.

Step 2: Ensure You Have GA Universal or Universal Premium

See the Google documentation to see if you are using GA Universal Analytics. If you are using GA Classic or GA Classic Premium, see the Google documentation for upgrade instructions.

Important: If you cannot upgrade to the Universal version, contact your Customer Success Manager for more detailed scoping activity.

Step 3: Select the Demandbase Attributes to Capture

Demandbase provides you with over 40 firmographic attributes you can use to collect data about the company traffic coming to your site. Within GA Universal, you can set up as many as 20 custom dimensions. We recommend starting with the following 12 attributes in GA:

  1. Company ID
  2. Company Name
  3. Industry
  4. Sub Industry
  5. Employee Band
  6. Revenue Band
  7. Audience
  8. Audience Segment
  9. Website
  10. City
  11. State
  12. Country Name

For details on each firmographic attribute, see Reference: Firmographics Attributes Overview for Demandbase IP-API (Updated V3 Version).

Tip: You can also add account-level Demandbase fields that you want to collect data for, including CRM account-level fields. To access Demandbase fields, go to Settings_N.png Settings > Analytics > Fields. For more information about Demandbase fields, see Understanding Fields

Step 4: Add the Selected Attributes to Account Connector

  1. In Demandbase, from the left navigation bar, go to Settings_N.png Settings > Demandbase-Wide Settings > Account Connector and click Google Analytics
  2. In the General tab, add or remove the attributes to capture.
  3. In the Field Mapping tab, toggle on Inactive/Active to make the attributes active. Enter the GA Dimension Number if known.
  4. Click Save and then click Activate to activate the integration.


  • Activating the integration only enables the selected attributes to return data as part of the API call from the Demandbase Tag. It does not pass data to GA until the integration setup is complete.
  • If you make changes in Account Connector after the initial setup, contact your CSM to update and reactivate the integration. The integration Status remains as Processing until Demandbase completes the process.

Step 5: Grant Demandbase Access to GA

Set up Demandbase with edit access to your GA property using See the Google documentation for more information about permissions.

  1. Sign in to GA and navigate to the appropriate GA Property.
  2. Click Admin.
  3. In the Property column, click Access Management.
  4. Assign the Editor role to If you need to add Demandbase as a new user, see the Google documentation.

Important: After granting Demandbase access, contact your Demandbase Account Team to complete the integration setup and to validate data flow between Demandbase and GA.

Step 6: Set Up Custom Dimensions

In GA, set up Custom Dimensions to match your Account Connector mapping for Google Analytics in Demandbase. See Google's documentation for more information about setting up Custom Dimensions.

  1. Sign in to GA and navigate to the appropriate GA Property.
  2. Click Admin and navigate to the property to add Custom Dimensions for.
  3. In the Property column, go to Custom Definitions > Custom Dimensions.
  4. Click + New Custom Dimension.
  5. Enter a Name.
    Tip: Enter a unique name to avoid confusion with existing dimensions or metrics in your reports.
  6. Set the Scope to Session.
  7. Check Active to start collecting data and to see the dimension in your reports immediately. Uncheck Active to create the dimension as inactive.

  8. Click Create to create the new dimension. If you are updating a dimension, click Save.


  • GA Custom Dimensions are correlated to Demandbase attributes by index number, NOT by dimension name. Be sure to create GA Custom Dimensions with index numbers that match those found in the GA Dimension Number column of the Google Analytics Field Mapping tab in Demandbase Account Connector. If you make a mistake, rename the GA Custom Dimension or rearrange the Demandbase mapping.
  • Set the 'Scope' to 'Session' for any Custom Dimensions receiving Demandbase attributes.

Step 7: Set Up Custom Reports

In GA, create a set of recommended custom reports to see and analyze your account-base data. See Google Analytics Report Set Up Guide.

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