Using Clearbit Reveal with Segment and Google Analytics (server-side)

Many companies use Segment to route customer data across their favorite tools, including Google Analytics. Clearbit Enrichment and Reveal can enrich the customer data, aggregate them across your selected dimensions, and be sent to Google Analytics.
Here is a guide to getting the most value from Google Analytics with Segment and Clearbit.

Setting up

  1. Follow this guide to set up Segment with Clearbit.
  2. Enable Google Analytics as a destination with Segment.
When setting up Google Analytics, it’s important in the settings to add a Serverside Tracking ID and set the Connection Mode to Cloud Mode.
To make sure things are setup, go to your website or app, and you should see events flowing through Segment’s debugger.

Enriching Google Analytics Custom Dimensions

Custom Dimensions are basically unique traits that you can add to your aggregated user data in Google Analytics. With Segment, you can send custom dimensions to Google Analytics, however, since these calls are coming from the server side, you must explicitly map them in the Google Analytics settings.

Because Segment requires the explicit mapping of the  identify trait before sending it to Google Analytics, it’s imperative that the trait listed on the left side match the traits sent by Clearbit Enrichment or Clearbit Reveal.

Additional Resources

Here are some additional resources to help you get started:

Note because that Segment’s server must first receive the page or identify (for Enrichment) call first before sending the relevant data to Clearbit, only Segment’s server-side downstream destinations will receive post Clearbit data. This means that if you setup Google Analytics as a client-side (Segment’s Cloud Mode) integration, then it will not attach Clearbit enriched data to your pageview information.