Google Analytics stopped providing Network Domain and Service Provider data, which previously enabled marketers to segment website visitors by filtering out traffic from bots, spam, and internal sources, and build audiences for remarketing ad campaigns. For companies that relied on this data, there is an alternative for more accurate account-level data to track, identify, and retarget the companies visiting your website, and much more. Links mentioned in this presentation: KickFire for Google product explainer video - https://kickfire.wistia.com/medias/jgyau90c5o 5 Ways to Decrease Ad Waste in Google Analytics & Google Ads - https://blog.kickfire.com/5-ways-to-decrease-ad-waste-using-google-analytics Google Removed Network Domain and Service Provider – What Can You Do About It? - https://blog.kickfire.com/google-removed-network-domain-and-service-provider-what-can-you-do-about-it Service Provider & Network Domain Disappear from Google Analytics - https://info.kickfire.com/webinar-video-form-google-service-provider-deprecation Optimize Ad Spend with Keyword Intent Search & Personalization in Google Analytics - https://info.kickfire.com/webinar-video-form-optimize-ad-spend-google-analytics Eliminate Ad Waste with Account-Based Marketing in Google Analytics - https://info.kickfire.com/webinar-video-form-eliminate-ad-waste-google-analytics Get started at https://www.kickfire.com/google-deprecation?pmc=LI-SS

1. What Happened to Network
Domain & Service Provider in
Google Analytics?

2. WHAT YOU’LL LEARN:
1
2
3
What Network Domain & Service
Provider Are & How They’re Used
What Happened To Them
What Marketers Can Do About It

3. WHAT ARE NETWORK DOMAIN & 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 THESE DIMENSIONS 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 TO THESE DIMENSIONS?
When looking at data
after Feb 4, 2020,
your Google Analytics
reporting dashboard
probably looks
something like this:

6. HERE’S WHAT WE KNOW 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 THIS MEAN 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 WE DO 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 FIRMOGRAPHIC DATA?
• 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 AN EXAMPLE:

11. WHAT CAN YOU DO 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 GOOGLE ANALYTICS REPORTS
COULD LOOK LIKE WITH KICKFIRE DATA:

13. WATCH WHAT KICKFIRE FOR GOOGLE CAN DO FOR
YOUR ACCOUNT-BASED MARKETING STRATEGY

14. WANT TO LEARN MORE?
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

15. KickFire
sales@kickfire.com
(408) 493-0456