Confirm Demandbase Data Flow in Google Universal Analytics

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Important: This article only applies to Google Universal Analytics. For Google Analytics 4, see Confirm Demandbase Data Flow in Google Analytics 4.


You can measure the health of your Demandbase Google Analytics integration by creating an Audience None segment within Google Universal Analytics. The segment measures the amount of times that Demandbase data was not collected.

View this video for a walk through of how to create an Audience None segment in Google Analytics. The steps are also included below.


You must have Google Analytics Admin permissions.

Step 1: Add the Audience None Segment

  1. In Google Analytics, navigate to your Google Analytics reporting view.
  2. From the left tab, go to Behavior > Site Content > All Pages.
  3. Click Add Segment at the top.
  4. Create a new segment called Audience None per the configuration in the following screenshot (go to conditions, select the Audience attribute, select matches regex from drop-down list, enter .+ in text box, and select Exclude from Filter drop-down list) and click Save.
  5. Click Add Segment again from the top of the report.
  6. Make sure All Users and Audience Not Equal to None are checked from the following screen and click Apply.

Step 2: Make adjustments

  1. Confirm All Users and Audience None appear as the two segments at the top of the page. Make sure All Users is on the left and Audience None on the right. If they both don't appear, click on the Choose segment from list and add them.
  2. Confirm that the date range of the report covers a time period after you went live with the Demandbase Google Analytics integration.

Step 3 : View the percentage of pageviews

The percentage of pageviews from the Audience None segment represents the amount of Demandbase data that was not collected by Google Analytics.

Tip: If the Audience None segment percentage is below 10% this means the integration was successful. If the percentage is above 10%, see Google Analytics Data Issues Checklist for Demandbase One to request assistance.

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