[6sense for 6sense] How Growth Marketing Tracks ICP Web Traffic

Hi, Adam Kaiser, from the Growth Marketing team at 6sense.

Like most organizations, we track any number of top-of-funnel metrics, including website metrics like new and existing visitors, unique sessions, time on site, and more. Watching these metrics increase monthly is exciting and indicates that we are growing our digital presence.

But like everything else here at 6sense, we use our data and platform to take things further. Understanding the amount of ICP account activity on our site lets us know that not only are we increasing traffic, but we are creating meaningful traffic from the accounts that matter most to us.

So how do you understand the website activity of your most important accounts?

Using the 6sense account identification API, we can send our identified account data to Google Analytics. From there, we layer on top a 6sense segment that contains all of our best fit accounts. The result allows us to view the number of identified visitors from our ICP accounts that are visiting during any given period.

There are two steps to accomplish this.

1. Connect the 6sense Company Details API to Google Analytics.
2. Pull your 6sense segment into Google Analytics as a GA segment.

CONNECT GOOGLE ANALYTICS to 6SENSE

See THIS article on our support site to connect 6sense data to Google Analytics. When complete, return here!

PULL IN YOUR SEGMENT

Now that GA is connected to 6sense, you must pull in your actual segment data. This is best accomplished by having a single 6sense segment containing all your ICP accounts. You are certainly not limited by this and could easily pull multiple segments across business units, verticals, etc.

Adding your segment is easy:

In your audience view, click ADD SEGMENT

Inside the segment setup:

Give your segment a name in the top left corner box.

Head to conditions under ADVANCED, and make sure you filter on Sessions / Include.

In the filter box below, scroll to CUSTOM DIMENSIONS and choose SEGMENTS.

Set your match to CONTAINS.

And enter the name of your segment EXACTLY as it appears in 6sense. In our instance, our segment is called 6s for 6s: ICP MASTER.

With that information, click SAVE.

Now, you can view your identified sessions from your 6sense Account Segment!

Happy marketing!