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CM/GA360 Use Case and Setup

 

► THE DCM INTEGRATION WITH ANALYTICS CAN
► HELP YOU ANALYZE YOUR DCM CAMPAIGN PERFORMANCE
► AND ENSURE YOU’RE GETTING THE BEST RETURN
► ON INVESTMENT.
► IMAGINE THAT YOU’RE ASSISTING THE GOOGLE
► MERCHANDISE STORE IN EVALUATING THE DCM CAMPAIGN:
► “GOOGLE MERCHANDISE STORE BAGS “.
► THE STORE IS CONCERNED ABOUT INSUFFICIENT
► ROI FOR THIS CAMPAIGN.
► HOW CAN YOU IMPROVE RESULTS?
► FIRST, YOU CAN CREATE A CUSTOM SEGMENT THAT
► INCLUDES USERS WHO SAW OR CLICKED ON AN AD
► IN THAT CAMPAIGN, BUT HAVEN’T PURCHASED
► ANYTHING.
► IF YOU APPLY THIS SEGMENT TO THE AUDIENCE
► OVERVIEW REPORT FOR THE MONTH OF APRIL ,
► YOU CAN SEE THAT THERE WERE USERS IN THIS
► SEGMENT.
► THE ALL PAGES REPORT UNDER BEHAVIOR AND SITE
► CONTENT SHOWS THESE USERS ARE VIEWING “BAGS”
► PAGES, AS WELL AS MANY OTHER PRODUCT PAGES.
► IT ALSO SHOWS THE BASKET PAGE IS NEAR THE
► TOP OF THE LIST FOR NUMBER OF PAGEVIEWS, WHICH
► SUGGESTS THAT USERS IN THIS SEGMENT ARE DEFINITELY
► INTERESTED IN THE STORE’S PRODUCTS.
► BASED ON THIS INFORMATION, YOU MIGHT DECIDE
► TO DO A COUPLE OF THINGS.
► FIRST, YOU COULD CHECK THAT THE LANDING PAGE
► FOR THIS CAMPAIGN ACTUALLY CONTAINS INFORMATION
► ABOUT BAGS.
► AND THEN YOU COULD CREATE A REMARKETING AUDIENCE
► USING THIS SEGMENT, TO MOTIVATE USERS TO RETURN
► TO THE SITE AND MAKE A PURCHASE.
► AS YOU CAN SEE, YOU CAN USE THE DCM INTEGRATION
► WITH ANALYTICS TO BETTER UNDERSTAND THE
► SUCCESS OF YOUR DOUBLECLICK DISPLAY ADVERTISING
► AND IDENTIFY FUTURE MARKETING OPPORTUNITIES.
► TO GET STARTED, REVIEW THE LINKS AT THE END
► OF THIS LESSON FOR IMPORTANT DETAILS ABOUT
► THE INTEGRATION PROCESS.
► WHEN REVIEWING THE SETUP DETAILS, KEEP IN
► MIND THE FOLLOWING TWO POINTS REGARDING AUTO TAGGING
► AND IMPORTING COST DATA.
► ENABLING AUTO TAGGING IS ONE OF THE FIRST
► REQUIREMENTS FOR SETTING UP INTEGRATION.
► THIS IS A TECHNICAL REQUIREMENT.
► WE ALSO HIGHLY ENCOURAGE AUTO TAGGING AS IT
► OFFERS MORE DIMENSIONS THAN MANUAL TAGGING
► AND REQUIRES LESS MAINTENANCE.
► HOWEVER, IF YOU STRONGLY PREFER MANUAL TAGS
► SO THAT YOU CAN CUSTOMIZE CAMPAIGN, SOURCE,
► AND MEDIUM VALUES FOR SESSIONS ATTRIBUTED
► TO DCM, DON’T LET THIS REQUIREMENT DETER
► YOU FROM TAKING ADVANTAGE OF INTEGRATION.
► YOU CAN USE THE DCM/DBM AUTO TAGGING OVERRIDE
► FEATURE.
► TO MINIMIZE DISRUPTION TO YOUR DATA, ENABLE
► THE OVERRIDE IMMEDIATELY AFTER
► ENABLING THE INTEGRATION.
► FIND OUT MORE IN THE “READ FURTHER” SECTION.
► THE SECOND POINT TO KEEP IN MIND, IS THAT
► WE HIGHLY ENCOURAGE YOU TO IMPORT DCM COST
► DATA INTO ANALYTICS .
► IF YOU DON’T SHARE COST DATA, YOU WON’T
► RECEIVE CLICK DATA EITHER AND WILL MISS OUT
► ON THIS POWERFUL BENEFIT OF INTEGRATION.
► CONNECT WITH YOUR GOOGLE ANALYTICS TEAM
► TO FURTHER DISCUSS THESE CONSIDERATIONS AND
► KICK OFF THE INTEGRATION PROCESS.
► YOU SHOULD NOW UNDERSTAND THE BENEFITS OF
► THE DCM INTEGRATION AND BE FAMILIAR WITH WHERE
► TO FIND YOUR DCM DATA WITHIN ANALYTICS .
► YOU’VE ALSO WALKED THROUGH SOME EXAMPLES
► OF HOW YOU MIGHT LEVERAGE THIS DATA
► TO BETTER ASSESS THE VALUE OF YOUR DOUBLECLICK DISPLAY
► ADVERTISING,
► AND IDENTIFY MARKETING INVESTMENT OPPORTUNITIES.

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