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DV360 Reports, Dimensions, and Metrics

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► DBM REPORTS, DIMENSIONS, AND METRICS
► AS WITH THE DCM INTEGRATION,
► THE DOUBLECLICK
► BID MANAGER INTEGRATION WITH ANALYTICS
► ENABLES A NEW BID MANAGER SECTION OF REPORTS
► AS WELL AS BID MANAGER METRICS AND DIMENSIONS
► THAT YOU CAN ACCESS THROUGHOUT YOUR ANALYTICS
► ACCOUNT.
► LOOK UNDER ACQUISITION IN THE LEFT HAND NAVIGATION
► TO FIND THE NEW DOUBLECLICK BID MANAGER REPORT SECTION.
► EACH OF THESE REPORTS
► PAIRS A BID MANAGER DIMENSION’S VIEW THROUGH AND CLICK THROUGH SESSIONS
► WITH ANALYTICS SESSION METRICS SUCH AS
► PAGES PER SESSION, BOUNCE RATE,
► GOAL COMPLETIONS, AND REVENUE.
► THE BID MANAGER DIMENSIONS IN THIS SECTION OF YOUR ANALYTICS REPORTS
► ARE ADVERTISERS, INSERTION ORDERS, LINE ITEMS,
► CREATIVES, SITES, AND EXCHANGES.
► IN THE DBM CREATIVES REPORT,
► YOU CAN REVIEW
► SESSION METRICS BY DBM CREATIVE NAME.
► “CREATIVE NAME” MEANS THAT EACH ROW REPRESENTS
► AN INDIVIDUAL AD.
► FOR EXAMPLE, VIEWS OF THE “PLACEMENT ELECTRONICS
► X ” AD
► LED TO SESSIONS ON THE STORE’S SITE.
► WHILE VIEWING THIS PARTICULAR AD
► WAS ASSOCIATED
► WITH THE HIGHEST NUMBER OF SESSIONS,
► ENGAGEMENT FOR THOSE SESSIONS WAS LOWER THAN AVERAGE
► WITH ONLY . PAGES PER SESSION
► COMPARED TO . PAGES PER SESSION FOR ALL BID MANAGER ADS.
► GIVEN THE DIFFERENCE IN PAGES PER SESSION,
► YOU MIGHT INVESTIGATE FURTHER
► BY EXAMINING THIS AD’S LANDING PAGE
► OR REVIEWING CONVERSION RATES BY INDIVIDUAL GOAL.
► SELECT THE METRICS GROUP “CLICKS” IN THE
► EXPLORER TAB
► TO VIEW BID MANAGER METRICS
► THAT ARE DIRECTLY IMPORTED FROM DOUBLECLICK.
► THESE INCLUDE DBM IMPRESSIONS, CLICKS, AND
► CONVERSIONS.
► IF YOU’VE ENABLED COST DATA SHARING DURING SETUP,
► YOU’LL ALSO SEE DBM COST DATA HERE.
► IN ADDITION TO ENABLING THE DOUBLECLICK BID MANAGER REPORT SECTION,
► THE INTEGRATION ALSO LETS YOU USE BID MANAGER DIMENSIONS
► WITHIN SEGMENTS OR AS SECONDARY DIMENSIONS
► THROUGHOUT YOUR ANALYTICS REPORTS.
► THESE DIMENSIONS INCLUDE ADVERTISER, INSERTION ORDER, SITE, AND MANY MORE.
► NOTE THAT IN ANALYTICS THESE WILL BE LABELED
► WITH “DBM”,
► FOR EXAMPLE “DBM SITE”AND “DBM ADVERTISER.”
► IMAGINE YOU’RE INTERESTED IN THE SEGMENT
► OF USERS
► WHO SAW A PARTICULAR LINE ITEM.
► YOU WANT TO INVESTIGATE WHAT OTHER PAGES OR EVENTS
► THESE USERS SAW OR TRIGGERED.
► YOU CAN ACCOMPLISH THIS BY APPLYING A CUSTOM SEGMENT
► FOR USERS WHO SAW THAT PARTICULAR LINE ITEM
► TO THE PAGES OR EVENTS REPORT IN
► ANALYTICS .
► YOU CAN ALSO SELECT DBM DIMENSIONS AND METRICS
► WHEN CREATING CUSTOM REPORTS.
► KEEP IN MIND
► THAT IT’S NOT POSSIBLE TO COMBINE
► DCM MODEL AND GA MODEL DIMENSIONS
► IN ANY SINGLE REPORT.
► ALSO, IT’S NOT POSSIBLE TO COMBINE GA MODEL
► DIMENSIONS WITH DBM METRICS.
► FOR EXAMPLE, YOU WON’T BE ABLE TO VIEW DBM
► CLICKS AGAINST SOURCE/MEDIUM.
► WITHIN THE ANALYTICS INTERFACE,
► YOU CAN SEE
► THAT THE DOUBLECLICK DIMENSIONS ARE LABELED
► WITH EITHER “(DCM MODEL)” OR “(GA MODEL)”.
► FOR EXAMPLE, “DBM INSERTION ORDER (DCM MODEL).”
► WHERE THERE IS NO LABEL SPECIFYING ATTRIBUTION MODEL,
► IT’S LIKELY USING THE GA MODEL.
► “SOURCE/MEDIUM,” FOR EXAMPLE, IS A GA MODEL DIMENSION,
► BUT IT DOES NOT INCLUDE THE LABEL.
► THERE ARE MANY WAYS TO USE THE DOUBLECLICK
► BID MANAGER REPORT SECTION
► IN YOUR ANALYTICS ACCOUNT,
► AS WELL AS THE DBM DIMENSIONS AND METRICS
► THAT ARE AVAILABLE THROUGHOUT.
► IN THE NEXT LESSON,
► WE’LL WALK YOU THROUGH A REAL WORLD EXAMPLE
► OF USING AUDIENCES FOR REMARKETING IN BID MANAGER.

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