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What Happened to Network Domain & Service Provider in Google Analytics?
- 1. What Happened toNetwork Domain & Service Provider in Google Analytics?
- 2. WHAT YOU’LL LEARN: 1 2 3 WhatNetwork Domain & Service Provider Are & How They’re Used What Happened To Them What Marketers Can Do About It
- 3. WHAT ARE NETWORKDOMAIN & SERVICE PROVIDER? • Network Domain • Domain name of the company behind the internet service provider (ISP) • Examples: att.com, cox.com, spectrum.com • Service Provider • Common name of the user’s ISP • Examples: AT&T, Cox, Spectrum
- 4. HOW ARE THESEDIMENSIONS USED? • These dimensions have been used by marketers and sales teams to provide insights into website traffic, such as: • Tracking marketing campaign attribution and ROI • Excluding internal website traffic from website analytics reporting • Monitoring bot, spam, and internal traffic • And more
- 5. WHAT HAPPENED TOTHESE DIMENSIONS? When looking at data after Feb 4, 2020, your Google Analytics reporting dashboard probably looks something like this:
- 6. HERE’S WHAT WEKNOW SO FAR: • On February 4th, 2020, Google abruptly deleted these dimensions from their analytics reporting • This is not a mistake or a bug within Google Analytics, this was an intentional change • This issue affects both free and paid versions of Google Analytics
- 7. WHAT DOES THISMEAN FOR MARKETERS? • For companies that relied on Network Domain or Service Provider information for their sales and marketing strategies, here are a few areas that were impacted: • Marketing attribution and ROI reporting will become much more difficult • Ad Campaign performance tracking will be nearly impossible • Fraudulent ad clicks will go unnoticed • Bot, spam, and internal traffic will be indistinguishable from external traffic • Justifying ad spend will become more difficult
- 8. WHAT CAN WEDO ABOUT IT? • Unfortunately, all indications are that Google has no plans to bring back these dimensions any time soon, but don’t give up on Google Analytics yet! • KickFire for Google provides more accurate account-level data than Google’s previous Network Domain/Service Provider, and enhanced firmographic data associated with your website traffic
- 9. WHAT IS FIRMOGRAPHICDATA? • Company attributes B2B marketers use to define and target their audiences, including: • Company Name • Company Trade Name • Company Website • Company Address (City, Region/State, Country, Postal/Zip Code) • Employee Range • Revenue Range • Industry Description (SIC, NAICS) • And many more
- 10. HERE IS ANEXAMPLE:
- 11. WHAT CAN YOUDO WITH KICKFIRE FOR GOOGLE? • Identify the companies visiting your website • Personalize website content based on company data, such as employee range, revenue, industry, location, and more • Serve effective retargeting ads by only bidding on high-value accounts • Track buying intent of the companies who click on your Google Ads • Connect data across marketing platforms to measure and analyze the performance of your website, digital advertising, email marketing, and more • Arm your sales team with daily email notifications of the companies visiting your website.
- 12. WHAT YOUR GOOGLEANALYTICS REPORTS COULD LOOK LIKE WITH KICKFIRE DATA:
- 13. WATCH WHAT KICKFIREFOR GOOGLE CAN DO FOR YOUR ACCOUNT-BASED MARKETING STRATEGY
- 14. WANT TO LEARNMORE? Check out these additional resources: • Articles: • 5 Ways to Decrease Ad Waste in Google Analytics & Google Ads • Google Removed Network Domain and Service Provider – What Can You Do About It? • Webinars On-Demand: • Service Provider & Network Domain Disappear from Google Analytics • Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics • Eliminate Ad Waste with Account-Based Marketing in Google Analytics
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