Demandbase IP-API Firmographic Attributes and Values
The Demandbase IP-API returns firmographic attributes that help you identify companies and classify website visitors. This article describes the available attributes, their values, data types, and response scenarios.
Understanding Firmographic Attributes
The following table lists the firmographic attributes available through the Demandbase IP-API.
Important:
- If an attribute is included in the response but has no mapped value, the API returns
null. - Attributes marked with an asterisk (*) are recommended for the Google Analytics and Adobe Analytics integrations.
Firmographic Attributes List
| Attribute Name | API Variable Name | Description | Example | Data Type | Response Scenario |
|---|---|---|---|---|---|
| Company ID* | company_id | Demandbase unique identifier for company | 724950 | Integer | Detailed |
| Company Name* | company_name | Demandbase standardized company name | Cisco Systems, Inc. | String | Detailed |
| Marketing Alias | marketing_alias | Cleaned and/or shortened company name for messages, ads, marketing copy | Cisco | String | Detailed |
| Industry* | industry | Industry name based on SIC code (defaults to SIC industry) | Computer Software | String | Detailed |
| Sub Industry* | sub_industry | Industry specialty based on SIC code (defaults to SIC industry) | Networking and Connectivity Software | String | Detailed |
| Employee Count | employee_count | Number of people employed at company | 84900 | Integer | Detailed |
| Is Internet Service Provider? | isp | Boolean attribute indicating whether the IP address belongs to a range classified as used by Internet Service Providers (ISPs). | true, false | Boolean | Always Delivered |
| Primary SIC Code | primary_sic | Consensus SIC code as registered with SEC | 3625 | String | Detailed |
| Primary NAICS Code | primary_naics | Consensus NAICS code as registered with Census Bureau and Bureau of Labor Statistics (BLS) | 334118 | String | Detailed |
| Street Address | street_address | Street address of company | 221 Baker St | String | Detailed |
| City* | city | City of company | London | String | Detailed |
| State* | state | State of company following ISO-3166 standard | OH | String | Detailed |
| Zip/Postal Code | zip | Zip code of company | 43023 | String | Detailed |
| Country Code | country | Two letter country ISO code of company following ISO-3166 standard | US | String | Detailed |
| Country Name* | country_name | Country name of company following ISO-3166 standard | United States | String | Detailed |
| Phone Number | phone | Main number of company | 415-555-5555 | String | Detailed |
| Stock Ticker | stock_ticker | Ticker symbol used by publicly traded company | CSCO | String | Detailed |
| Website* | web_site | Cleaned URL of company website | cisco.com | String | Detailed |
| Annual Revenue | annual_sales | For public entities, based on public records for global HQ For privately-held companies, based on consensus estimates for yearly sales revenue number | 5500000 | Integer | Detailed |
| Revenue Range* | revenue_range | Revenue band based on annual_sales (defaults to Demandbase values) | $1 - $1M | String | Detailed |
| Employee Range* | employee_range | Employee band based on employee_count (defaults to Demandbase values) | Mid-Market | String | Detailed |
| Fortune 1000 | fortune_1000 | Indicates if company is on Fortune 1000 list | TRUE | Boolean | Detailed |
| Forbes 2000 | forbes_2000 | Indicates if company is on Forbes 2000 list | FALSE | Boolean | Detailed |
| Information Level | information_level | "Detailed" if visitor's company has been identified or "Basic" if visitor has been classified (only returned by IP-API) | Detailed, Basic | String | Always Delivered |
| Audience* | Audience | Web traffic defined by categories such as company size, vertical, origination (only returned by IP-API) | Enterprise, Government, Residential | String | Always Delivered |
| Audience Segment* | audience_segment | Sub-categories within each Audience (only returned by IP-API) | University, Federal, Wireless Device | String | Detailed |
| Access Type | access_type | Type of access | corporate, remote, identified_non_business, unidentified | String | Detailed |
| Account Ownership | account_ownership | Type of company ownership | Public, Private, Government, School, Organization | String | Detailed |
| Fiscal Year-End (FYE) Date | fye | Fiscal year-end month for a company. This value is typically only available for public companies | 6 means June | Salesforce: Integer picklist, multi-picklist Dynamics: String | Detailed |
| Fax Number | fax | Main fax number of company | 415-555-5555 | String | Detailed |
| Parent Company ID | parent_id | Demandbase unique identifier for parent company | 123456 | Integer | Detailed |
| Parent Company Name | parent_name | Name of parent company | Wal-Mart | String | Detailed |
| Ultimate Parent Company ID | ultimate_parent_id | Demandbase unique identifier for ultimate parent company in a family tree | 123456 | Salesforce: Integer String Dynamics: Integer | Detailed |
| Ultimate Parent Company Name | ultimate_parent_name | Name of ultimate parent company in a family tree | Wal-Mart | String | Detailed |
| Equifax ID | efx_id | Unique Equifax identifier (EFX ID) for a company | EFX ID: 032705544 | Salesforce: String picklist, multi-picklist Dynamics: Integer | Detailed |
| Company LinkedIn URL | company_linkedin_profile | Company LinkedIn page URL | https://www.linkedin.com/ company/demandbase/ mycompany/ | Salesforce: String URL Dynamics: String | Detailed |
| Company Status | company_status | Current status of a company | Operating, acquired, non-operating, out of business | Salesforce: String picklist, multi-picklist Dynamics: String | Detailed |
| Company Type/ Ownership | company_type | Type of company | Public, Private, Government, Organization | String | Detailed |
| Business Structure | business_structure | Organizational structure of company | Global Parent, Subsidiary, Branch, Independent | String | Detailed |
| Registry Company Name | registry_company_name | Company Name | Demandbase | String | Always Delivered |
| Registry City | registry_city | City of internet service provider | San Francisco | String | Always Delivered |
| Registry State | registry_state | State of internet service provider | California | String | Always Delivered |
| Registry Region Name | region_name | Full State or Region Name | California Guangdong | String | Always Delivered |
| Registry Zipcode / Postal Code | registry_zip_code | Zip | 94109 | String | Always Delivered |
| Registry Area Code | registry_area_code | Area code | 213 | String | Always Delivered |
| Registry DMA code | registry_dma_code | Designated Market Area (3-digit numeric code) | Dma code for Los Angeles: 803 | Integer | Always Delivered |
| Registry Country | registry_country | Country | United States | String | Always Delivered |
| Registry Country Code | registry_country_code | Country Code | US | String | Always Delivered |
| Registry Country Code with 3 Digits | registry_country_code3 | Geolocation | null | String | Deprecated, usually null |
| Registry Latitude | registry_latitude | Latitude Coordinate | 44 | Float | Always Delivered |
| Registry Longitude | registry_longitude | Longitude Coordinate | 88 | Float | Always Delivered |
| Parent Object | parent | Basic data fields of parent company | “parent” ={...} | String Dictionary | Detailed |
| Ultimate Parent Object | ultimate_parent | Basic data fields of ultimate parent company | “ultimate_parent”={...} | String Dictionary | Detailed |
Understanding Information Level Values
The information_level attribute indicates whether Demandbase identifies the company associated with a visitor's IP address or classifies the visitor based on available IP address information.
The IP-API returns one of the following values:
| Value | Description |
|---|---|
Detailed | Demandbase identifies the visitor's company and returns the full set of available company attributes. |
Basic | Demandbase classifies the visitor without identifying a specific company. The response includes audience classification and public registry information, including location data. |
Important: The information_levelattribute is available only through the IP-API. The Domain API and Company Autocomplete widget return detailed company data and do not include this attribute.
Understanding Audience and Audience Segment Values
Demandbase uses the audience and audience_segment attributes to classify website traffic into predefined categories.
These attributes help you analyze traffic by company size, industry vertical, and traffic origination. You can use them to evaluate segment performance and distinguish business visitors from residential traffic, search engines, and bots.
Considerations for Audience Classifications
- Company Size: Generally represents identified companies. Some small businesses, typically those with less than $1 million in revenue, are exceptions.
- SMB: Indicates that Demandbase verifies the IP address as being used by a small business. Multiple small businesses may share the same IP address.
- Government and Education: May represent identified organizations or IP addresses classified as ISPs, depending on how the IP addresses are used.
- Origination and Hospitality: Typically represent non-company IP addresses. The isp attribute is usually true for these audiences.
Audience Values
The audience attribute returns one value for each IP address. The following table lists the available values and their definitions.
| Type | Audience Value | Description |
|---|---|---|
| Company Size | Enterprise Business | Identified companies with annual revenue greater than $1 billion. |
| Company Size | Mid-Market Business | Identified companies with annual revenue between $50 million and $1 billion. |
| Company Size | SMB | Identified companies or classified IP addresses associated with businesses with annual revenue below $50 million. |
| Vertical | Government | IP addresses used by government institutions. See audience_segment for additional classifications. |
| Vertical | Education | IP addresses used by educational institutions. See audience_segment for additional classifications. |
| Vertical | Hospitality | ISP connections associated with hotels. |
| Origination | Residential | IP addresses associated with residential ISP networks. |
| Origination | Wireless | IP addresses associated with wireless ISP networks. |
| Origination | Bot | IP addresses exhibiting repetitive, automated behavior that is unlikely to originate from a human visitor. |
| Origination | SOHO | IP addresses associated with very small ISPs. |
| Origination | Obscured | IP address ranges with limited identifying information. This classification is uncommon. |
Audience Segment Values
The audience_segment attribute provides additional classification details for supported Audience values.
| Audience Category | Audience Segment Values |
|---|---|
| Company Size | Industry classification. |
| Government | Administration, City & Local, Federal, International, Military, Public Safety, State. |
| Education | Educational Services, K12, University, Vocational. |
| Hospitality | Lodging. |
| Wireless | Hotspot, Mobile Network. |
Understanding Employee and Revenue Range Values
Demandbase uses employee count and annual revenue to assign companies to predefined ranges.
Employee Range Values
Demandbase uses employee_count to determine employee_range. For example, a company with 15,000 employees has an employee_range value of Enterprise.
| Minimum Employee Count | Maximum Employee Count | Returned Value |
|---|---|---|
| Unknown | N/A | Unknown |
| 1 | 99 | Small |
| 100 | 999 | Mid-Market |
| 1,000 | No upper limit | Enterprise |
Revenue Range Values
Demandbase uses annual_sales to determine revenue_range. For example, a company with annual revenue of $500,000 has a revenue_range value of $1 - $1M.
The revenue_range attribute returns one of the following values:
Unknown$1 - $1M$1M - $5M$5M - $10M$10M - $25M$25M - $50M$50M - $100M$100M - $250M$250M - $500M$500M - $1B$1B - $2.5B$2.5B - $5BOver $5B
Understanding Boolean Attribute Values
The following firmographic attributes return true, false, or null:
fortune_1000forbes_2000isp
Values for ISP Attribute
The isp attribute indicates whether a visitor's IP address belongs to a range classified as used by an Internet Service Provider (ISP).
| Value | Description |
|---|---|
true | The visitor accesses the internet through an IP address classified as belonging to an ISP. |
false | The IP address is not classified as belonging to an ISP. |
null | Demandbase has not classified the IP address. |
You can use the isp attribute with the Audience attribute to distinguish IP addresses associated with businesses, residential users, and wireless networks.
For example, filtering for isp = true helps identify visitors accessing your website through ISP-classified IP addresses.
New Firmographic Attributes in IP-API v3
IP-API v3 introduces additional firmographic attributes for company identification, ownership, status, and corporate hierarchy.
The following table lists the attributes added in IP-API v3.
| Attribute Name | API Variable Name |
|---|---|
| Company ID | company_id |
| Fax Number | fax |
| Equifax ID | efx_id |
| Company LinkedIn URL | company_linkedin_profile |
| Company Status | company_status |
| Company Type/Ownership | company_type |
| Business Structure | business_structure |
| Parent Company ID | parent_id |
| Parent Name | parent_name |
| Ultimate Parent Company ID | ultimate_parent_id |
| Ultimate Parent Company Name | ultimate_parent_name |
Deprecated Firmographic Attributes
IP-API v3 no longer supports certain attributes available in IP-API v2.
The following table lists the deprecated attributes.
| Attribute Name | API Variable Name |
|---|---|
| Demandbase ID | demandbase_sid |
| B2B | b2b |
| B2C | b2c |
| Traffic | traffic |
| Latitude | latitude |
| Longitude | longitude |
| HQ SID | hq_sid |
| Domestic HQ SID | domestichq_sid |
| World HQ SID | worldhq_sid |
| HQ | hq |
| Domestic HQ | domestichq |
| World HQ | worldhq |
Important: If you're migrating from IP-API v2 to v3, review your integrations for references to deprecated attributes and update your field mappings as needed.
Updated about 9 hours ago