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Google Ad Manager Reporting Integration

 

► GETTING STARTED WITH GOOGLE ANALYTICS
► DOUBLECLICK FOR PUBLISHERS REPORTING INTEGRATION
► HI, I’M ASHISH VIJ, AN ANALYTICS SPECIALIST AT GOOGLE.
► IN THIS UNIT, WE’LL COVER HOW YOU CAN GAIN INSIGHT
► INTO YOUR USERS AND CONTENT PERFORMANCE
► WITH THE DOUBLECLICK FOR PUBLISHERS AND ANALYTICS
► INTEGRATION.
► PUBLISHERS STRIVE TO PRODUCE RELEVANT
► AND ENGAGING CONTENT FOR THEIR SITE AND MOBILE APP VISITORS.
► GOOGLE OFFERS SEVERAL TOOLS
► FOR MONETIZING YOUR ONLINE AND MOBILE CONTENT
► INCLUDING ADSENSE, AD EXCHANGE, AND DOUBLECLICK FOR PUBLISHERS.
► THE DOUBLECLICK FOR PUBLISHERS PLATFORM
► ENABLES YOU TO CENTRALLY MANAGE AD PLACEMENTS
► ON YOUR SITE OR IN YOUR MOBILE APP.
► FOR AD SUPPORTED SITES AND APPS,
► IT’S KEY TO MEASURE AND OPTIMIZE HOW YOU’RE MONETIZING YOUR CONTENT.
► GOOGLE ANALYTICS OFFERS PUBLISHER SPECIFIC REPORTS
► THAT PROVIDE CONTENT OWNERS AND EDITORS
► VISIBILITY INTO HOW THEIR CONTENT IS PERFORMING.
► WITH STANDARD GOOGLE ANALYTICS, YOU CAN INTEGRATE
► WITH ADSENSE OR AD EXCHANGE.
► WITH GOOGLE ANALYTICS ,
► YOU CAN INTEGRATE WITH DOUBLECLICK FOR PUBLISHERS
► OR DFP
► FOR A UNIFIED VIEW OF YOUR AD REVENUE AND USER
► BEHAVIOR
► TO HELP IMPROVE YOUR MONETIZATION STRATEGY.
► YOU CAN FIND THE PUBLISHER REPORTS UNDER THE
► BEHAVIOR SECTION WITHIN GOOGLE ANALYTICS.
► IN THE PUBLISHER PAGES REPORT, NOTICE THAT
► PAGE IS THE PRIMARY DIMENSION
► AND IS PAIRED WITH A LIST OF PUBLISHER METRICS
► INCLUDING PUBLISHER IMPRESSIONS, CLICKS,
► AND CLICK THROUGH RATE, OR CTR.
► THE PUBLISHER REFERRERS REPORT IS SIMILAR
► TO THE PAGES REPORT,
► WITH SOURCE INCLUDED AS THE PRIMARY DIMENSION.
► FOR A QUICK REFERENCE ON EACH OF THE METRICS
► IN THESE REPORTS,
► CHECK OUT THE ANALYTICS HELP ARTICLE LINKED AT THE END OF THIS LESSON.
► FOR NOW, WE’LL HIGHLIGHT A COUPLE OF PARTICULARLY
► ACTIONABLE METRICS.
► VIEWABLE IMPRESSIONS PERCENTAGE
► ALLOWS YOU TO ASSESS THE PERCENTAGE OF YOUR IMPRESSIONS
► THAT WERE CONSIDERED VIEWABLE WITHIN THE USER’S BROWSER.
► IMPRESSIONS CONSIDERED NOT VIEWABLE
► ARE THOSE THAT OCCUR WHEN THE PAGE LOADED,
► THE AD WAS BELOW THE FOLD,
► AND THE USER DID NOT SCROLL DOWN.
► THIS IS IMPORTANT BOTH TO YOU, THE PUBLISHER,
► AND TO YOUR ADVERTISERS.
► THE HIGHER THE VIEWABILITY,
► THE MORE ATTRACTIVE
► YOUR INVENTORY WILL BE TO ADVERTISERS,
► AND THE MORE PROFITABLE THIS INVENTORY BECOMES TO YOU.
► ANOTHER PARTICULARLY USEFUL PUBLISHER METRIC
► IS REVENUE PER SESSIONS,
► WHICH IS THE TOTAL ESTIMATED REVENUE FROM ALL LINKED PUBLISHER ACCOUNT ADS
► PER ANALYTICS SESSIONS.
► THIS COMBINED CALCULATION OF PUBLISHER REVENUE
► AND ANALYTICS SESSIONS
► ALLOWS YOU TO EASILY IDENTIFY
► THE TOP REVENUE GENERATING PAGES
► AND SECTIONS OF YOUR SITE.
► FOR EXAMPLE, IN THIS PUBLISHER PAGES REPORT,
► PAGE IS SHOWING OVER , IMPRESSIONS
► AND $ IN REVENUE,
► WHILE PAGE HAS JUST OVER , IMPRESSIONS
► AND ONLY $ IN REVENUE
► THAT SAID, PAGE IS GENERATING OVER $ MORE PER SESSIONS
► AS COMPARED TO PAGE .
► IN THIS REPORT, YOU’RE VIEWING REVENUE AND
► OTHER METRICS FOR EACH PAGE.
► THIS IS A LEVEL OF INSIGHT THAT IS NOT AVAILABLE
► WITHIN YOUR DFP ACCOUNT.
► LET’S DIG DEEPER INTO THIS EXAMPLE.
► SAY YOU WANT TO UNDERSTAND THE SOURCE OF THE
► TRAFFIC TO PAGE .
► CLICK ON THE PAGE TO DRILL IN,
► AND THEN USE
► A SECONDARY DIMENSION DEFAULT CHANNEL GROUPING
► NOW YOU CAN SEE THE BREAKDOWN OF IMPRESSIONS,
► CLICKS, AND REVENUE FOR EACH OF YOUR ACQUISITION CHANNELS.
► HERE YOU NOTICE THAT SOCIAL WAS YOUR TOP CONTRIBUTOR
► OF TRAFFIC TO THIS PAGE
► AND GENERATED THE MOST REVENUE.
► TO GET MORE DETAILED ACQUISITION DATA,
► YOU COULD CHANGE THE SECONDARY DIMENSION
► TO SOURCE/MEDIUM OR CAMPAIGN.
► A WIDE RANGE OF DIMENSIONS IS AVAILABLE FOR
► YOU TO APPLY TO THE PUBLISHER PAGES REPORT.
► FROM THE SECONDARY DIMENSION DROP DOWN,
► SELECT ANY OF THE GOOGLE ANALYTICS BUILT IN DIMENSIONS,
► AS WELL AS ANY OF THE CUSTOM DIMENSIONS OR
► CONTENT GROUPS
► THAT YOU HAVE SET UP IN YOUR GOOGLE ANALYTICS IMPLEMENTATION.
► ALSO NOTICE DFP AS A CATEGORY IN THE SECONDARY
► DIMENSION DROP DOWN MENU.
► THIS IS ANOTHER BENEFIT OF THE DFP INTEGRATION
► WITH ANALYTICS .
► YOU CAN USE DFP DIMENSIONS AS SECONDARY DIMENSIONS
► AND WITHIN SEGMENTS.
► THESE DIMENSIONS INCLUDE DFP ST THROUGH TH
► LEVEL AD UNITS AND DFP AD UNIT PATH.
► “DFP AD UNITS” ALLOW PUBLISHERS TO CATEGORIZE
► THEIR INVENTORY OF AVAILABLE AD SLOTS.
► AD UNITS CAN BE USED DIFFERENTLY BY DIFFERENT
► PUBLISHERS.
► REVIEW THE ANALYTICS HELP ARTICLE AT THE END OF THIS LESSON
► FOR MORE ABOUT DFP AD UNITS IN ANALYTICS REPORTING.
► IN THIS EXAMPLE, THE PUBLISHER IS USING “ST
► LEVEL AD UNIT” TO DESCRIBE AD SLOTS.
► WITH “DFP ST LEVEL AD UNIT” APPLIED AS
► A SECONDARY DIMENSION,
► WE CAN SEE THE PERFORMANCE OF DIFFERENT AD SLOTS ON THE SAME PAGE.
► LET’S TAKE THIS ONE STEP FURTHER AND ANALYZE
► THE PERFORMANCE
► OF THE “LEADERBOARD” AD SLOT BY PAGE.
► CLICK “ALL” TO GET BACK TO THE TOP OF
► THIS REPORT.
► APPLY “DFP ST LEVEL AD UNIT” AS A SECONDARY
► DIMENSION.
► CLICK “ADVANCED” IN THE TABLE,
► AND APPLY
► A TABLE FILTER TO INCLUDE ONLY “LEADERBOARD.”
► NOW WE CAN SEE THAT PAGE HAS THE HIGHEST
► NUMBER OF IMPRESSIONS FOR “LEADERBOARD”
► AND IS OUTPERFORMING THE REST OF THE PAGES
► FOR THIS AD SLOT.
► THIS IS AN EXAMPLE OF HOW YOU CAN USE THE
► PUBLISHER PAGES REPORT
► TO GET URL LEVEL DATA,
► AND APPLY SECONDARY DIMENSIONS AND TABLE FILTERS
► TO GET EVEN DEEPER INSIGHTS INTO YOUR CONTENT PERFORMANCE.
► IN THE NEXT LESSON, WE’LL SEE HOW YOU CAN
► FURTHER LEVERAGE ANALYTICS FEATURES
► TO OPTIMIZE YOUR CONTENT AND MONETIZATION STRATEGY.

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