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Get Service Provider and Network Domain in Google Analytics

Lead generation | 4 MIN READ
Service Provider and Network Domain into Google Analytics

Data from Technology > Network related dimensions in Google Analytics, such as Service Provider and Network Domain, have long been used for applications such as:

  • bot/spam detection,
  • internal traffic filtering, and
  • lead generation/account based marketing (ABM).

Network dimensions in Google Analytics:

On 4th February 2020, Google Analytics (GA) deprecated the Service Provider and Network Domain dimensions. As a result, you will see (not set) under Service Provider and Network Domain dimensions on your Google Analytics dashboard. Hence, we can instead populate data for these dimensions from outside.

Delve AI offers an easy and automatic way to get Service Provider and Network Domain data into Google Analytics.

Connect your Google Analytics account to Delve AI platform

As a first step, you need to connect your Google Analytics account to Delve AI platform by signing up (for free) for Live Persona by Delve AI.

Join thousands of businesses that use Delve AI to gain deeper understanding of their digital users with automatically generated/updated buyer personas. Apart from personas, integration with Delve AI platform also provides B2B websites with:

  • real-time email/notification alerts when companies visit your website, and
  • automatic classification of organizations based on behavioral activity into visitor groups such as prospective business clients, job seekers/recruiters, media/press, partners/competitors, investors, government, passive blog readers.

Automatic set-up using Google Tag Manager

If you are using Google Tag Manager, then the set-up can be completed in two easy steps:

  1. On the Settings > Organizations page in your Delve AI dashboard, authorize Delve AI, using your Google Tag Manager credentials, to:
    1. add OrgInfo Service Provider and OrgInfo Network Domain custom dimensions in Google Analytics, and
    2. set up OrgInfo integration in Google Tag Manager.
    3. Delve AI dashboard settings
      Delve AI organizations tracking using Google Tag Manager - Setup
      Delve AI organizations tracking using Google Tag Manager - Setup completed
    4. To increase visitor privacy (such as GDPR compliance), IP anonymization option is available. When turned ON, the last part of the visitor’s IP address will be removed, thereby making it anonymous.
    5. Delve AI organizations tracking - Anonymize IP address option
    6. Update your website's Privacy Policy document to mention your usage of OrgInfo service along with the mention of your usage of Google Analytics.
    7. Delve AI organizations tracking using Google Tag Manager - Status

If you have followed the steps above carefully, you should start to see data for OrgInfo Service Provider and OrgInfo Network Domain custom dimensions in Google Analytics, as well as resulting Organization/Internet Service Provider/Leads (B2B) data on Delve AI dashboard within 36-48 hours.

Set-up for analytics.js / gtag.js based Google Analytics installation

If you have installed Google Analytics on your site using analytics.js or gtag.js (instead of Google Tag Manager), then the set-up involves one automated step (for setting up custom dimensions in Google Analytics) and one manual step (for adding tracking code on your website).

  1. Authorize with your Google Analytics credentials to add OrgInfo Service Provider and OrgInfo Network Domain custom dimensions in Google Analytics.
    Delve AI organizations tracking using analytics.js - Setup
  2. Add the tracking code shown, after Google Analytics code snippet on all pages on your website where GA is being used.
    Delve AI organizations tracking using analytics.js - Tracking code

As with Google Tag Manager based installation, complete IP anonymization setting and update your website’s Privacy Policy. Data should start to show in Google Analytics and Delve AI dashboard within 36-48 hours.

Delve AI organizations tracking using analytics.js - Status

Conclusion

In this guide, we have shown how to get Service Provider and Network Domain data into Google Analytics via easy set-up on Delve AI platform. This approach is well suited for digital marketers and business owners.

If you are a developer and prefer a custom implementation instead, then OrgInfo, a service by Delve AI, offers an API that maps IP addresses to enriched company data in real time. The responses from this API can be used to populate Service Provider and Network Domain data in Google Analytics as custom dimensions programmatically.

 

Please contact us at support@delve.ai for any related questions or assistance.

 

Appendix

This section describes the manual set-up procedures for Google Analytics and Google Tag Manager that are equivalent to the automatic set-up covered by Delve AI’s integration.

This information is provided purely for reference, primarily for users who completed the procedures manually (before automated set-up was available in Delve AI platform) and hence, should not be attempted separately.

Setup custom dimensions in Google Analytics

  1. Go to your Google Analytics account and click on Admin in the bottom left corner.
    Google Analytics settings admin
  2. Under Property settings, select Custom Definitions → Custom Dimensions.
    Google Analytics custom definitions
  3. Create two custom dimensions, named OrgInfo Service Provider and OrgInfo Network Domain respectively. Click “+New Custom Dimension” to add each dimension and follow steps as shown below.
    Google Analytics add custom dimension - Service Provider
    Google Analytics add custom dimension - Network Domain
    Please note: Scope  should be set to ‘Session’ and Active ‘ticked’
    Google Analytics custom dimensions - index numbers
    Note the index number of each of these custom dimensions,
    as we will need them in the steps below.

Update organization tracking related settings on Delve AI dashboard

For Google Tag Manager installation type, go to the Tag Manager console and perform the following steps:

  • Add a new trigger for orgInfo Events
    1. Click New.
    2. Name the trigger as orgInfo.
    3. Under Trigger Configuration, set Trigger Type to Custom Event and Event name to orgInfo.
    4. Set the trigger to fire on All Custom Events.
      google tag manager trigger configuration
    5. Save the orgInfo trigger.
      google tag manager saved trigger
  • Add a Variable for OrgInfoNetworkDomain.
    1. Click New in User-Defined Variables section.
    2. Name the Variable as OrgInfoNetworkDomain.
    3. Under Variable Configuration, set Variable Type as Data Layer Variable and Data Layer Variable Name as OrgInfoNetworkDomain.
    4. Check the box to Set Default Value and set the Default Value as (not set).
      google tag manager variable configuration
    5. Save the OrgInfoNetworkDomain Variable.
    6. google tag manager variable list
  • Add another Variable for OrgInfoServiceProvider.
    1. Click New in User-Defined Variables section.
    2. Name the Variable as OrgInfoServiceProvider.
    3. Under Variable Configuration, set Variable Type as Data Layer Variable and Data Layer Variable Name as OrgInfoServiceProvider.
    4. Check the box to Set Default Value and set the Default Value as (not set).
      google tag manager orginfo service provider
    5. Save the OrgInfoServiceProvider Variable.
      google tag manager variable list
  • In addition to your existing Google Analytics (Universal Analytics) tag, add a second tag to trigger OrgInfo events as non-interaction hits.
    1. Click New.
      google tag manager tag list
    2. Name the tag as Google Analytics UA OrgInfo.
    3. Choose tag type as Google Analytics: Universal Analytics.
    4. Set Track Type as Event.
    5. Set Category as orgInfo.
    6. Set Non-Interaction Hit to True.
    7. Check the box to Enable overriding settings in this tag.
    8. Set the Tracking ID to your Google Analytics Universal Analytics ID.
    9. Add custom dimension values - {{OrgInfoServiceProvider}} and {{OrgInfoNetworkDomain}} - with index numbers matching the settings for the respective OrgInfo custom dimensions in Google Analytics.
      google tag manager save custom dimension
    10. Set Triggering with Firing Triggers for orgInfo – Custom Event.
    11. Save the Google Analytics UA OrgInfo tag.
      google tag manager save tag
  • Add a third Tag to add the given OrgInfo code snippet.
    1. Click New.
      google tag manager tag list
    2. Name the tag as OrgInfo.
    3. Choose tag type as Custom HTML and copy-paste the given code snippet.
      google tag manager orginfo tag create
    4. Set Triggering with Firing Triggers for All Pages – Page View.
      google tag manager orginfo copy code
    5. Save the OrgInfo Tag.
      google tag manager tag list
    6. Be sure to Publish your changes and assure that Google Tag Manager is launched and live on the site.
  • In all cases, please note that the index numbers with “dimension” prefixes in the given orginfo.io code snippet is set to match the settings for the respective OrgInfo custom dimensions in Google Analytics.

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