*Updated July 2023 with GA4 instructions.*

ZoomInfo is a great tool for B2B marketers. We’ve previously discussed why we love ZoomInfo as an intelligence tool and how to effectively use ZoomInfo for account-based marketing. Now we’re breaking down how to make the most of the data from WebSights through the ZoomInfo Google Analytics  integration. 

Getting Started with ZoomInfo

To start off you’ll need to do some set up in ZoomInfo WebSights. 

1. Log in to ZoomInfo and select SalesOS dash. 

2. Click WebSights at the top of the page. 

3. Select Management. 

4. Enter the site URL in the Add New Domain box. 

5. When you click Add you’ll be given the WebSights snippet to implement in Google Tag Manager. Copy both the header and footer HTML and save for later. 

6. Toggle on Google Analytics Mapping. 

ZoomInfo WebSights Google Tag Manager Setup

Once you have completed these steps it’s time to ensure that WebSights is firing on your site to capture the information that will help improve your retargeting strategies. For this you will need a Google Tag Manager container. Even if you’re not very familiar with GTM, these steps will help guide you through the ZoomInfo tag creation process. 

1. Open your Google Tag Manager container and select Tags from the left menu. 

2. Click New to create a new tag and name it something like “ZoomInfo HTML Tag” or “ZoomInfo WebSights Tag.” 

3. Choose Custom HTML as your tag type. 

4. Paste in both the header and footer HTML you saved earlier. 

5. Select All Pages as the trigger. 

6. Run Preview to see if the tag fires on your site. If it does then click Submit and name your version “ZoomInfo WebSights Tag.” 

Google Analytics ZoomInfo Implementation

Now that WebSights is gathering visitor data on your site you can create custom dimensions for tracking the information in Google Analytics 4.

1. Open your Google Analytics 4 account and click the Admin gear at the bottom. 

2. Under Property, scroll through the list and click Custom Definitions and then Custom Dimensions. 

3. Click the Create Custom Dimension button and add your chosen field as a new dimension. for this you want to make sure that Event is selected in the Scope drop menu. For the descruption we like to put the name and dimension it is mapped to, like the image below. 

Here is our suggested list of ZoomInfo fields to map into GA4 custom dimensions:

• ZoomInfo Company Name
• ZoomInfo Company Type
• ZoomInfo Company Revenue
• ZoomInfo Company Employee Count
• ZoomInfo Company Industries
• ZoomInfo Company City
• ZoomInfo Company State
• ZoomInfo Company Country
• ZoomInfo Company Zip
• ZoomInfo Company Primary Industry

Don’t hesitate to reach out to us if you’re interested in learning how to make the most of ZoomInfo or want to chat about ABM!