Google Analytics (Universal Analytics)

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.

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:

Sign in to Google Analytics.
Click Admin, and navigate to the property for the related website.
In the PROPERTY column, click Custom Definitions > Custom Dimensions.
Click New Custom Dimension.
In the Name field, enter: Snitcher Company Name.
Under Scope select Session.
Check the Active box.
Click Create.

Repeat steps 4-8 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.

Update your Spotter callback function

While still in the Custom Definitions > Custom Dimensions tab on Google Analytics, make sure you note down the number in the ‘index’ column for each dimension.

The index number listed in the column should match with the synchronisation code highlighted below. So, if the Snitcher Company Name Dimension you just greated in Google Analytics has the index number 1, you should map it as such: dimension1: company.name;

<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;

      // Example on syncing identification data into Google Analytics
      // through Custom Dimensions (this specific example only works with
      // the analytics.js implementation). Make sure you update the dimension
      // numbers to correspond to those in your GA setup!:
      ga("set", {
        dimension1: company.name,
        dimension2: company.domain,
        dimension3: company.industry,
        dimension4: company.employee_range,
      });

      ga("send", "event", "Snitcher", "Enriched", "Snitcher Enriched");
    }
  }

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

Accessing data in Google Analytics

In GA you should now be able to filter reports, build custom reports, or custom dashboard based on company firmographics. Below are some examples.

Top Company Sizes chart

In GA, navigate to Customization > Dashboards. Pick a dashboard you which to add the Top Company Sizes chart to, or create a new one.