Google Analytics (v4)

Syncing Snitcher’s identification data with Google Analytics can be very powerful. Not only will this allow you to build reports in GA using company data, but you’ll be able to access the identification data throughout the Google suite. This enables some very powerful integrations, such as:

• Trigger A/B tests on specific company firmographics in Google Optimize
• Reduce waste by excluding unrelated companies (or competitors, etc.) from Google Ads targeting
• Zero in on high value accounts on Google Ads (you can even retarget individual companies).
• Build advanced reports using company data in Google Data Studio.
• Segment traffic in Google Analytics by company firmographics.

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Creating Custom Dimensions

In order to write custom data into Google Analytics, you’ll have to create custom dimensions. We’ll fill these dimensions with the identification data.

Please follow these instructions to create the required dimensions:

1. Sign in to Google Analytics.
2. Navigate to the Configure tab > Click Custom definitions > Click Custom dimensions > Click Create custom dimensions.
3. In the Dimension Name field, enter: Snitcher Company Name. Under Scope select User. In the User Property field, enter: Snitcher Company Name. Click Save.
4. Repeat step 3 to create more custom dimensions. You will need one for each company attribute you want to sync with Google Analytics. We suggest adding at least three more dimensions: Snitcher Company Domain, Snitcher Company Industry, Snitcher Company Size.

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Create Data Layer Variables in Tag Manager

If you haven’t already, make sure you configured the required Data Layer Variables in Google Tag Manager as outlined in the Data Layer Variables in Tag Manager example.

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Add your Spotter Script to Google Tag Manager

1. While still in Google Tag Manager, navigate to the Tags tab and click New.
2. Click Tag Configuration, then select Custom HTML.
3. Replace Untitled Tag with “Snitcher Spotter API”.
4. Paste your Spotter script in the HTML tag. It should look like the script you created while following the the Data Layer Variables in Tag Manager example, but with the addition of the line highlighted below:

<script>
  function myCallback(identification) {
    // We want to ignore 'isp' type identifications
    if (identification && identification.type !== "isp") {
      // The company was successfully identified!
      var company = identification.company;

      // Sync data into Data Layer
      window.dataLayer = window.dataLayer || [];
      window.dataLayer.push({
        snitcher: {
          name: company.name,
          domain: company.domain,
          industry: company.industry,
          size: company.employee_range,
        },
      });
    }

    window.dataLayer.push({ event: "spotter_loaded" });
  }

  // Spotter API settings
  window.SpotterSettings = {
    token: "YOUR-API-TOKEN",
    callback: myCallback,
  };
</script>

5. Click Triggering and select All Pages.
6. Click Save.

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Create a Trigger in Google Tag Manager

1. While still in Google Tag Manager, navigate to the Triggers tab and click New.
2. Replace Untitled Trigger with “Spotter Loaded”.
3. Click Trigger Configuration, then select Custom Event.
4. Enter “spotter_loaded” in the Event Name field.
5. Click Save.

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Update your Google Analytics: GA4 Configuration in Google Tag Manager

1. While still in Google Tag Manager, navigate to the Tags tab and click on your Google Analytics GA 4 Configuration tag.
2. Click the Tag Configuration section to edit. Open the User Properties panel.
3. ::: v-pre Click Add Row. On the left (Property Name), enter SnitcherCompanyName. On the right (Value), enter {{SnitcherCompanyName}} (make sure to include the curly braces!). :::
4. Repeat the previous step for each Data Layer Variable you created in Google Tag Manager. It should look something like this:
5. Click the Triggering box and select Spotter Loaded.
6. Click Save.

That’s it, you should now start to see Snitcher company attributes as custom dimension data in Google Analytics. Please note that it may take up to 24 hours after creating your Custom Dimension before the data is fully available in GA4.